Together with the study programs 'Creative Communication & Brand Management' and 'Industrial Design', we from the study program 'Creative Direction' have set up 8 theses in the Multidisciplinary Project on how the future taste experience could be designed. Together with the company WMF we dare to take a long view on "The next culinary experience" and show in different scenarios how the needs of people and their environment could change.

 

My team "Cur8" and I worked on a digital poetry album for culinary experiences. We set up two future scenarios for the years 2035 and 2050. The two scenarios, were based on extensive market and trend research, accompanied by qualitative interviews with taste experts, supertasters, celebrity chefs, sales managers of international fast food chains and scientists from food sensory science, as well as food science and human nutrition.

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We developed a two-phase future strategy for a culinary journey into the future of WMF. In which the brand becomes the curator of culinary arts. The final result, which cannot be shown publicly here for reasons of secrecy, also includes an innovative business concept, including the appropriate brand strategy for the WMF company.