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Eating Experience Design

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Eating Experience Design uses common food and resources to create unique experiences for guests. This is done through a combination of theater, storytelling, performance and rituals. In this presentation, I show some basic notions and good examples of Eating Design, Eating Experience Design and Food Experience Design.

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Eating Experience Design

  1. 1. Eating Experience Design Frederick van Amstel @fredvanamstel DADIN - UTFPR
  2. 2. Food Design is a term used to mean many different kinds of design practices (Zampollo, 2007).
  3. 3. Eating Experience Design uses common food and resources to create unique experiences for guests (Thought for Food).
  4. 4. Experience is a customized service (Pine & Gilmore, 2011).
  5. 5. Performance Asdas Offering Theater Asdas Work Script Script Processes Experience offering can be organized like theater (Pine & Gilmore, 2011). Drama Strategy
  6. 6. Theater plays are sometimes divided into acts. The three-act is the simplest structure you can find in theater (Szabó, 2018).
  7. 7. Common Western food acts 1. Arrival and welcoming 2. Finding a seating spot 3. Choosing what to eat 4. Eating the courses 5. Desert 6. Coffee 7. Paying or thanking 8. Leaving
  8. 8. Transitions from one food act to another are intertwined by social rituals.
  9. 9. Praying
  10. 10. Toasting
  11. 11. Splitting the bill
  12. 12. There are more food rituals in other cultures to draw inspiration from.
  13. 13. Offerings to Orixás, food preparations left in the wild (Brazil).
  14. 14. Made Made Snana, dalits roll over the food leftovers from brahmins during religious festivities (India).
  15. 15. Mehmooni, food and drink party offered to guests (Iran).
  16. 16. The environment is very important for eating.
  17. 17. Bright places are for eating fast.
  18. 18. Dark places are for eating slowly.
  19. 19. Music and scent are also part of eating environments.
  20. 20. Eating experiences may have specific themes.
  21. 21. Christmas (Marije Vogelzang, 2005)
  22. 22. Tantalus Dinner (Ioli Sifakaki, 2009)
  23. 23. Synesthetic Dinner (Eatelier, 2016)
  24. 24. Hands On (Thought for Food, 2012)
  25. 25. Contatto (Giulia Soldati, 2016)
  26. 26. Silent Lunches (Rituals of Plate)
  27. 27. Key elements for Eating Experience Design • Theme • Speeches • Courses • Rituals • Ambiance • Furniture • Cutlery
  28. 28. Eating is an emergent performance. You cannot control it.
  29. 29. Disorder is a mark of human enjoyment (Wigglesworth, 2002).
  30. 30. Meaningful experiences have multiple meanings (Da Vinci, 1490).
  31. 31. Eating Experiences should not be evaluated solely on taste.
  32. 32. 
 Thank you! Frederick van Amstel @fredvanamstel DADIN - UTFPR

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