Food and Eating Design is a new term that refers to all the process starting from the research stage up until the design of new products connected to food itself and new ways of serving and consuming it. Food, and the act of eating it, brings together biology, to genetics, anthropology, psychoanalysis, sociology, nutrition, research on sociability and social mediation, not least the culinary history of the systems and forms of conviviality.
For Food design projects, the designer works directly with food as with any product design, starting from considerations such as materiality, needs and need to be answered, the aesthetics, usability , and the message you want to convey. The food designer looks at the edile elements of a dish as well as an architect looks at the materials that compose the architectural work; texture, color, texture, smells, sounds are elements through which the project will pass.
Eating the design project concerns everything that happens around the plate by taking inspiration from the origins of the food, from preparation to the way it is served and eaten, from history to food culture. The project does not affect the design of the forms of food, but all that is the backdrop to the food itself, the forms are just tools to tell your story. The project moves between relationships that are established between the subject, the food and the environment create a unique experience.
Food Experience Design
The heart of our projects is the experience.
” The definition of experience relies on the relationship between self and object, where personal interests and beliefs set, partially, the outcome of the experience.” Wright (2005) Components such as emotions, senses and space are inherent to any kind of experience. It is also important to remember that any type of previous experience might influence the expectations, interactions, perceptions and the result of the proposal.
“The emotions are activated upon changes on the density of the neural stimulation and it could be initiated by triggers that could influence individual emotional states. He considers images, moods, motivation and previous experiences to be potential emotional triggers.” (Tomkins 1962)
The Experience economy context proposed by Pine and Gilmore (1998), in which a new era of modern consumerism was being developed, suggests that “the success of entrepreneurs could be achievable by creating and staging memorable experiences to the consumers. The experiences are not static; they are dynamic, real and most importantly they should not be treated as a commodity. To stage and deliver memorable experiences, one should carefully plan its projects alongside a more innovative approach, such as combining efforts with areas like Design Research, Marketing and so on.” Working on the relationships that are created between the subject the object (edible or not) and the environment we believe we can build more emotional and envolving food experiences.