Studio Leaders: Marcus Cher

Wednesday | 15:30 6:30 PM | 045.01.005C
Tuesday       | 15:30 6:30 PM | 045.01.005B

The Future of Food won’t be a meal in a pill, it will be multisensory and utterly mesmerizing! You will be designing memorable and interactive food experiences for the commercial hospitality sector to bring dining into the 21stcentury. You will be making and testing these high-quality prototypes and experiences with the help of hospitality heavyweights and esteemed neuroscientists.

Marcus Cher will lead you through the intersection of design, hospitality, and psychology.  Fresh from being the design lead on Diageo World Class Bartender of the year Orlando Marzo’s 2018 Berlin campaign where he convincingly beat over 10,000 other contenders to become No.1 in the world. Also, being the design consultant with Chef Shaun Quade of Lûmé with Melbourne Cup Birdcage and Gourmet Escape Tour.

You will dive head first into the world of “Gastrophysics” looking at the research of Professor Charles Spence X-modal lab in Oxford.  Where you will learn the dark arts of psychological priming and how interactive experiences shape how you perceive food. How to create multisensory engagements and how to affect user’s moods when dining and how to bring value to design around the dinner table.

To comply with the research framework we will be working with neuroscientists to perform basic responsive testing and documenting like EEG, facial gestural recognition and galvanic skin sensing. This will be dependant on what we can get ethics approval on and what resources are available at the time. This is to peek inside the brain of the user over the course of their dining experience and tracking it in real time!

It is worth noting, you don’t need to know how to cook for this studio, however, it is in your best interests to know how to eat and drink well. This will be primarily looking at the higher end of hospitality experiences and it worth looking at literature Gastrophysics & The Perfect Meal – Charles Spence. Also for future reading on behavioural economics and psychological priming phenomena that filters into design thinking: Thinking Fast and Slow – Daniel Kahneman and Predictably Irrational – Dan Ariely