The article aims to study a new generation of restaurants: the multisensory restaurants, currently offered by half a dozen of high-end gastronomic establishments throughout the world. These establishments offer a !xed menu dinner in which the five senses of the guests are stimulated thanks to a complex technical, technological and theatrical layout. The focus will be held on the pioneer restaurant Ultraviolet owned by Chef Paul Pairet, and opened in 2012 in Shanghai, China. This exploratory research work will focus on two areas. First, possible parallels can be drawn between the multisensory restaurants proposals and some current social practices, such as the related tourism activities. Ultraviolet’s proposals are offering a sensible way of travel through both Asian and European terroirs, thanks to an immersive gastronomic experiment in virtual reality. Then, some of Ultraviolet’s proposals can be considered not only as products for consumption, but also as artistic productions. As these immersive proposals favour the interaction and the stimulation of the guests’ minds, they are also ‘food for thought’ that convey an artistic thinking and message. The innovative restaurant in Shanghai appears as a multisensory establishment that offers a new kind of gastronomic, touristic and aesthetic travel experience.