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Robin Wöhr, Francis Knepper, Lena Gräßle, Natascha Kratsch, Leonie Weiss, Paul Klapper

Master of Arts, Creative Direction, 1st term

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.

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.

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"Food is our most important cultural asset. The overabundance of recipes calls for a curated pre-selection.

The culinary poetry album enriches the cultural diversity in our society and food as an experience regains importance and appreciation."

Scenario I - 2035

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Scenario II - 2050

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to see all the 8 future theses click on the following link to an interactive website:

 project process

(strategy and brand design, 4 months, interdisciplinary team, client: WMF GmbH)

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kick-off/ briefing

"DELIVERING THE ULTIMATE CULINARY EXPERIENCE IN 30 YEARS"

employees

costumer

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brand

check

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trend- research

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market research

What will our everyday life look like in 30+ years?

society

techn.

portfolio

analyse

evaluate

ideate

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future theses

 In the future, food will be our most important cultural asset 

"Food is becoming the currency of the future!"- Back to the origin -

In the future, we will live in an even more experience-oriented society:

emotion and experience of eating will be more important than satisfying the actual basic need.

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expert interviews

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deep

dives

Concept pitch

feedback

"Gute Küche muss gedächtnisfähig sein und in Erinnerung bleiben" Stefan Rottner, Sternekoch

reviews

User journey

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personas

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future scenarios

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business concept

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brand strategy

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final

pitch