Ultraviolet in Shanghai: a thrilling sensory experience

A secret address, a single table for 10, a three-month waiting list... Dining at the Ultraviolet and partaking in the unique multi-sensory experience offered by the French chef Paul Pairet is well worth the wait. After working in Hong Kong, Turkey, Australia and Indonesia, Paul Pairet moved to Shanghai in 2005, opening his first restaurant, Mr & Mrs Bund, in 2009. This was followed by the launch of Ultraviolet in 2012, providing a textbook demonstration of the experiential marketing concept. While many restaurants nowadays offer gourmet dining in unexpected environments (the Sirocco, in Bangkok, Thailand; Grotta Palazzese, in Pouilles, Italy; The Rock, in Zanzibar and LumiLinna Snowcastle, in Finland are just a few examples), Ultraviolet takes the concept to another level altogether.

Fired by the conviction that a person's immediate surroundings directly affect how they perceive tastes and flavours, Paul Pairet has invented a genuinely innovative concept staged against a futuristic backdrop enhanced by imaginative bespoke lighting effects. Dishes are served within a highly evocative cinematic atmosphere; videos play on the walls, animated sequences are projected onto the plates, and the soundtrack mingles AC/DC or Ennio Morricone. The scenario is complemented by an array of scents designed to fully immerse, engage and awaken the senses. And what about the food? Ultraviolet offers a 22-course tasting menu that presents a fusion of classic and avant-garde. A challenge that has proved a resounding success for this technical genius who manages to stage his cuisine without sacrificing excellence and emotion. His peers (headed by Alain Ducasse and Yannick Alléno) have paid tribute to his outstanding talent.

So, what's the next step in maintaining the element of surprise and amazement? Tomorrow's immersion restaurants will no doubt include objects linked to the tasting experiences that they offer. The question is, how?

Useful links

• Site du restaurant