I note recently that El Celler de Can Roca has been voted San Pellegrino’s best restaurant in the world. What I really love about the amazing team there though is their seemingly constant quest to fuse food with other mediums and experiences. For example in 2013 they premiered El Somni, a theatrical multi-sensory production that explored the fusion food, music and art. They are also conducting some really interesting work in re-introducing rare wild botanical species back onto the menu for interesting and functional dining experiences.
In this age where new and interesting experiences are being sought out over and about material things, the art of ‘fusion innovation’ – the combination, merging or general mixing up of different things and components offers a fruitful avenue for many business talking the talk about ‘experiential design’ but not really getting there. Equally relevant to restaurants, as to banks, retailers, or utilities.
Watch this space!