Food and drink are now being seen through the lens of experience culture, as a shared cultural experience and an intellectual pursuit all in one – or, failing that, another cool thing to share on Instagram, says JWT in it’s The Future 100 report.
Cue the foodie theme park. At end 2017, Eataly opened FICO Eataly World, a park and culinary hub in Bologna, Italy, featuring four acres of farms showcasing local crops, classroom and event spaces, along with a 200-room hotel. The world’s largest agri-food park is looking to deliver a “unique experience tailored to today’s obsessive culinary consumers”.
And themed dining is crossing over into immersive entertainment. At LA’s Vespertine restaurant, there’s a $250 tasting menu combined with an immersive theatrical experience. The menu is served in a futuristic glass-and-steel building and dining is accompanied by ambient electronic music. The aim is a “conceptual, space- age experience that aims to be intellectual as well as culinary”.