Trend Publication by Jenna Galley

THE CONVERGENCE ECONOMY / POLARITY PARADOX

Jenna Galley

THE CONVERGENCE ECONOMY / POLARITY PARADOX Food & Drink

Issue design by: Jenna Galley ÂŠ 2015 Fashion Communication Northumbria

Live it. Eat it. Drink it.

Synaesthesia

Convergence Economy Synaesthesia

Millennials are becoming the culinary avant-garde and right now they are suffering from restless palette syndrome. These gastronomical thrill seekers are craving a food experience packed with sensory stimuli, causing them to seek adventure as well as good taste. Neurogastronomy, the emerging science of manipulating your perception of taste is forecasted to be the answer for any hip restaurant seeking a new culinary quest. It is proved our senses influence how we perceive flavour, therefore multi sensory dining aims to combine texture, colour, aroma and sound to create a food adventure perfect for the experience hungry consumer. Using brain science and technology to manipulate the senses and immersing the diner through colour exploration opens an opportunity to become niche, new and exciting. Sensory cues and culinary communication will be the heart of menu development, whilst a cross over between science experimentation and theatrics will aim to simultaneously unnerve and delight the customer. Celebrating the neurological phenomenon, synaesthesia, the trend explores the brains connection with food and exploits the senses to create powerful, emotional and memorable ties between the consumer and restaurant. Its time to imagine a world where you can taste colours, see flavours and sound will spark your taste buds. You can expect to be stimulated, amused, shocked and delighted as optical illusions alter visual perceptions and hearing senses animate flavours like never before. This is more than just a science experiment, itâ&#x20AC;&#x2122;s a food experience not to be missed.

OPPOSITE: Exploring the brains connection with food and how one sense can stimulates another sense or body part.

Colour Exploration

1. OPPOSITE: Colour exploitation and the emerging science of manipulating sensory perception is forecasted to change the way as well as what, how and where we eat in the upcoming future.

ABOVE: Left: Colour by Juan Carlos Pajares / Edited by Jenna Galley Right: Orange (C) Jenna Galley

ABOVE: Left: Colour by Juan Carlos Pajares Right: Burger colourology (c) Jenna Galley

ABOVE / OPPOSITE: Tea cup colour exploration Experimenting with colour to alter taste perception

OPPOSITE: The food industry is becoming as popular with millennials than fashion and lifestyle sectors. Food and drink now has the ability to tend to Generation Yâ&#x20AC;&#x2122;s impulsive lifestyles.

Millennials are now more spontaneous and adventurous than previous generations in their interactions with food. They are craving heightened experiences such as intense flavours and extreme textures, swooning over unusual food forms and unexpected twists. 11

ABOVE: Exploring colour manipulation. This art of eating thatâ&#x20AC;&#x2122;s being argued for by the culinary avante garde now seems to hinge on pushing through disgust, in order to access the sublime that lies just on the other side. OPPOSITE: Altering our vision and the way in how we eat adds a sense of mystery and leads customers through a rollercoaster of emotion during their meal.

OPPOSITE: The Dinner produced and directed by Bureau Betak Jil Sander Fragrance launch, 2002 ABOVE: Light installation (C) Carlos Cruz Diez

As the art of dining and neurogastronomy rises in popularity, the space of an eating enviroment will become just as important as the food that is being served. Consumers want to be delighted, immersed and took on a food adventure from start to finish. Lighting installations are predicted to provoke colourology and alter mood and ambience creating the ultimate culinary experience. 15

“PEOPLE THINK YOU EAT WITH YOUR STOMACH, BUT YOU DON’T, YOU EAT WITH YOUR BRAIN.” - MIGUEL ROMERA

OPPOSITE: Not only understanding sensory stimulation but also developing menus that evoke the brain will create a food experience restless palette sydrome sufferers are seeking.

Sensory Manipulation

2. OPPOSITE: A new trend of using colour to manipulate the senses and immerse the diner in a new gastronomic adventure.

“WE EXPERIENCE FAR MORE THROUGH SENSES THAN OUR CONSCIOUS MINDS CAN COMPREHEND, SO FOCUSING ON ENGAGING MULTIPLE SENSES IS ULTIMATELY ABOUT CREATING A MORE GENUINE AND ROUNDED EXPERIENCE, SOMETHING REAL AND TANGIBLE- NOT SIMPLY CONCEPTUAL.” - MILLWARD BROWN

OPPOSITE: Touch, taste, sight and smell will be provoked to create a new dining experience. Sensory experimentation is set to bring something niche and new to restaurants. Bottom left: The taste of rage (C) Leslie Kee Bottom Right: Source unknown

Chapter two / Colour. In this genre-defying fusion of theatrical performance, choreography, visual arts and sound, together with the finest in food design and rare wine, â&#x20AC;&#x2DC;colourâ&#x20AC;&#x2122; is perceived not as a visual construct, but as a new sensory dimension. Uniting the senses through food, fine wine, scent, sound, movement and setting, the Waldorf Project is an immersive experience on a grand stage, in which art is taken in through all of the senses. Chapter Two delves into colour beyond the visual, creating several monochromatic environments in which the character, emotion and absolute command of colour saturation will be explored. At its zenith a new taste will be realised. 22

ABOVE: The Blue Room. Photo (c) Thomas Bowles The Waldorf Project- Chapter two / Colour OPPOSITE: Tableware as sensory stimuli

OPPOSITE: Food technology is on the rise. Table ware will no longer be a mundane necessity it will become a tool to enhance flavour and manipulate the way in which we eat.

ABOVE: Aroma Fork (C) Molecule-R

Molecule-R a company from Canada, specialising in molecular food have developed the Aromafork, created to enhance taste and trick the mind. The fork alongside its set of 21 aromas offer a facinating olfactive experience that will forever change the way in which you percieve flavour. 25

PREVIOUSLY: Immerse, engage and excite. Use music to enhance flavour, colour to manipulate senses and merge cooking skill and art to create the ultimate restaurant adventure. OPPOSITE: Above: Dishes from the Mugaritz Restaurant (C) San Sebastian. The Art of Dining. An inversion of shock vs delight. Challenging customers food recognition through manipulation and sensory exploitation.

ABOVE: Teasing customers senses, emotion and tweaking the enviroment and the way food is served can manipulate the way the brain tastes and interprets food and drink.

ABOVE: Tableware as sensorial stimuli (c) Jinhyun Jeon Designer Jinhyun Jeon seeks to infuse the daily ritual of eating with the phenomenon of synaesthesia with the hope of enhancing the mundane eating experience.

The taste of tomorrow

Polarity Paradox The taste of tomorrow

Introducing the taste of tomorrow, a new trend arising as consumers wake up to the reality of what can only be described as a global food crisis. Sustainability and health concerns are one of the biggest trending food topics over recent years making people now more interested than ever in the future of our food. A growing anxiety for how and what we eat is revolutionising our food choices and as world supplies dwindle the gastronomically adventurous are forecasted to turn to experimentation as a solution. Intertwining the beauty of nature and the phenomenon of science, the taste of tomorrow allows a new sense of writing our own future, allowing food experiences to become part of our personal identities. Food previously related to poverty is ironically being re-casted as the food for the elite as humanities protein dilemma looks to insects and root vegetables for an organic solution. As meat production continues to be responsible for an alarming amount of greenhouse gases, we will look to in-vitro meat and entomophagy for protein substitutes and we will seek nutritional help remedies from functional foods and local produce. Blurring the boundaries between food, science and medicine aims to prolong health, vitality and the environment indefinitely. A fusion of achromatics and earthy tones will ease the health conscious consumer and less waste will offer nutritious food at a more competitive price. Transnatural experimentation and pharmaceutical influences will be at the forefront of all gastronomic concepts and edible innovations will become the latest culinary invention and the theme for any sustainable savvy chef for the foreseeable future.

OPPOSITE: A new food culture is taking place and alongside it comes the rebirth of the health conscious consumer experimenting to seek out the best eco friendly food solutions.

Protein Substitute

1. OPPOSITE: People will begin to look for meat substitues in order to help ease the food crisis in the developing world.

OPPOSITE: Food retailers such as BugGrub are set to rise in popularity as people begin to realise the depth of the food crisis. Insects can provide us both ethically and sustainably with all the nutrients that our bodies require.

ABOVE: Ento. London based food start up. OPPOSITE: Introducing nourishing bug flour packed with Vitamin B12 and iron, is the answer for an unusual and unique way to fuel a high protien diet and connect with the sustainable conscious consumer.

Introducing the new, politically correct protein... insects. Whilst whole insects may remain niche in the UK, the use of purified insect protein is forecasted to have great commercial viability. Persuading the western consumer to choose for taste and not for challenge or a joke is the next step, with chefs already experimenting with mealworm based sauces and tomato puree. Following the rapid growth of sushi consumption in western countries, the rise of bug protein is predicted to hit the high street by 2020. 41

ABOVE (Left): Raw meat (C) Liz Mcburney OPPOSITE The ability to cultivate in-vitro meat is being explored as a solution to the global food crisis. Lab grown beef produces 96% fewer green house gas emissions than farmed beef.

OPPOSITE: As technology develops the view of engineered meat is predicted to change as consumers experiment with cruelty free protein alternatives.

OPPOSITE: Top left: Photo Manipulation (C) Unkown Top Right: Leaf man (C) Azuma Makoto Bottom Right: Forbidden love story (C) Slevin Aaron We are beginning to experience a large shift in consumer attitude as they are starting to recognise the benefits of adpating to a plant based diet. Now it is not about chasing the already converted vegetarians instead the aim is to change the eating habits of the conventional meat eater.

Imagine a plant that can nourish your body by providing most of the protein you need to live, help prevent allergies, reinforce your immune system, help control blood pressure and chlosterol. Does such super food exist? Yes it comes in the name of Spirulina. This â&#x20AC;&#x2DC;miracleâ&#x20AC;&#x2122; plant is a form of algae that springs from warm, fresh water bodies and is said to be 60-70% protein, which is greater gram from gram than red meat. 47

OPPOSITE: Health foods will cross over into fast casualisation as more people become aware of what they eat.

With the UK’s eating out market set to reach £52 billion by 2017, urban diners are seeking premium dining in a casual atmosphere. Consumers will no longer want a fatty fix and will instead crave super foods sourced locally, resulting in high end gastronomy becoming accessible to a mid range crowd. It’s time for fast food restaurants to steer away from gastro-comfort food and open more speciality health shops and diners to cater for the more health informed consumer. 49

Transnatural

2. OPPOSITE: Combining science techniques and the beauty of nature could be the food solution of the future.

PREVIOUSLY: Left: The lines of food and medincine are beginning to blur as people look to super foods such as spinach and purslane to boost their health and immune system. Right: Food culture is now being recognised as a medicinal substance with more people experimenting with food to enhance their well being. OPPOSITE: The immergence of technological knowledge and the beauty of nature aims to prolong food resources and limit enviromental damage.

OPPOSITE: A fusion of earthy tones and minimalist neutrals merging together to form the future of food. ABOVE: Left: The taste of tomorrow will transform the artificial stereotype of lab food from inedible to incredible. Right: As the food crisis continues, consumers will look to science as a healthy solution.

PREVIOUSLY: The Polarity Paradox will see a rise in food anxiety causing people to go to extreme solutions to help the enviroment. Super foods, Entomophagy, lab meat and root vegetables is only the start. OPPOSITE: Sustainable vegetable production labs will continue to develop strategies to enhance crop production.

+ THE FUTURE IS NOW 62