ARCHIVE: September 2010
Katja Gruijters talks about "Beautiful by Nature".
September 24, 2010, 12.30 p.m.
Katja Gruijters is a Food Designer. Food and drink are Katja‘s ‘material’: fascinating and an endless source of inspiration. Because eating habits, culinary preferences and lifestyles are constantly changing.
Watch her presentation at TEDxEutropilis:
Conference: Food Design, innovation for the food industry
September 13-14, 2010. Poznan, Poland.
September 24, 2010, 3.20 p.m.
Innovation in the food industry is often characterized by small incremental improvements and lot of failures. Firms often focus on utilitarian features, such as convenience and nutrition facts, and they instead disregard that food is part of a larger user experience that directly connects to people's culture, life, and psychological as well as physical wellbeing. Design can bring to the food industry the capability to create breakthrough products and services that people do not simply eat for utilitarian reason, but that rather they will love and become passionate for. Food products and services that are more meaningful and that make people passionate. It is reasonable to hypothesize big changes in the food system for the very near future: food habits, cultural practices, sustainable use of resources, demographic changes, social styles, technological innovation, ethical issues, all this concurs to transforming food rules already in the present time. Signs of this transformation appear in different contexts, and give us the chance to use creativity and design thinking to anticipate the needed changes in the way we conceive, produce, deliver and consume food.
Speakers:
Roberto Verganti: author of “Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating what Things Mean” published by Harvard Business Press in 2009 and has pioneered research on Design Strategy and Innovation Management. He is a Professor of Management of Innovation at Politecnico di Milano, has been a visiting scholar at the Harvard Business School twice and is a visiting professor at the Copenhagen Business School.
Desiree Struijk: Desiree Struijk since 1994 founding director and experience consultant of Senta multisensory concepting, the first marketing agency specialized in multisensory brand concepts and retail experiences. She worked on sensory concepts for KLM, Unilever, Sara Lee, Philips, L’Oreal, Beiersdorf, Henkel, Rabobank and many other companies. From this experience she developed a new vision on experience research and the future of design. This created a new concept for experience strategy, that has shown to be effective and efficient to (re)vitalize a brand experience and create brand bonding.
Adam Tasi: Tasi says that scent is emotion. "Nowadays it simply is not enough to communicate effectively by only designing the visual and taste aspects. Consumers want to be seduced and surprised. This requires a multi sensory brand approach. Especially for food professionals, who are dedicated to stimulate the senses. Scents are crucial for food products, since our nose is in a direct connection with our brains and after all tasting is for 80% smelling".
Notice the similarity in the choice of logo? Weird...