Shaping the Project

Let's say we're able to identify a number (about 10) different foods and match them with a precise REACTIONS (emotions, feeling, behaviors).

We surround each food with a dedicated evocative environment, that tells the story of the food through a landscape, a color, a population..
Have a look at the website www.mindstylemagazine.com, you'll see that each mind style is matched with a collage that evoke and explain it's mood.

Then, we need to give a form to this.
Do we think it is necessary to transform these raw foods in something edible? For example, it is not possible to eat a spice as it is, but it has to be mixed with something else.

- the direct experience
We want to invite people to directly experience, TASTE, our foods.
This means that, with certain types of foods as spices, we need a common basis (flower?), that can be mixed with each raw material in order to create something edible.
This is quite a complicated thing to obtain. These are the options we brought forward:

* cookies (well, a kind of..)
We mix each raw food with a basis, i.e. flower, and obtain cookies.
These cookies should all have the same shape and appearance but different insides. This evokes the idea of the pill, i.e.
One pill makes you larger/
and one pill makes you small/
And the one that mother gave you/
Don't do anything at all/ (Jefferson Airplane, White Rabbit).
This is somehow very contemporary I think. This translates the urge of controlling everything that is typical of the contemporary. Pills to lose weight, pills to die, pills to increase your sexual performances etc.






* drops
The essence of the food (and therefore, the essence of the emotion).
This evokes the chemical laboratory and experiments, the homeopathic medicines etc. But it also evokes perfumes, poisons, magic potions, etc.





- passing knowledge
On the other hand, here we believe it is not necessary to literally make the people eat these foods. The important thing is to pass the knowledge and invite people to glance at this new world of possibilities we opened for them.
This means that we can exhibit the foods in their raw forms, but we loose part of the beauty of the game, that lays in the direct experience.

VT