SER
FOOD AS A BEHAVIOUR OF LIFE
‘SER’ is an immersive experience that fosters social awareness and reflection on the profound role food plays in our lives through multisensory engagement. By rethinking ‘Food as a behavior of life’, this journey invites participants to reconnect with the primal, emotional connection to food, exploring how it shapes not only our bodies but also our emotions, culture, and environment.
‘SER’
The goal of ‘SER’ —which translates to ‘exist’ in Spanish— is to recover the lost intimacy with food, offering a ritualistic return to its sensorial pleasures. Through thoughtfully designed spaces, products, communication, and gastronomy, participants engage with food in raw, unfiltered ways, rediscovering its deeper meaning beyond mere nourishment. This transformative experience reframes food consumption as a multisensory ritual that fosters mindfulness, emotional connection, and a more authentic relationship with our everyday habits.
The goal of ‘SER’ —which translates to ‘exist’ in Spanish— is to recover the lost intimacy with food, offering a ritualistic return to its sensorial pleasures. Through thoughtfully designed spaces, products, communication, and gastronomy, participants engage with food in raw, unfiltered ways, rediscovering its deeper meaning beyond mere nourishment. This transformative experience reframes food consumption as a multisensory ritual that fosters mindfulness, emotional connection, and a more authentic relationship with our everyday habits.
‘STAGE I: WE ARE WHAT WE EAT, BUT ALSO HOW WE EAT’
This first stage delves into the deeply personal and emotional aspects of eating. It challenges participants to reconsider societal norms—such as table manners—and explore how these shape their relationship with food. Through interactive, sensory-driven experiences, participants are invited to engage with food in non-traditional ways, embracing touch, taste, and the sheer pleasure of consumption. Here, food becomes a medium for self-expression, a way to reconnect with one’s instincts and desires.
‘STAGE II: FROM INDIVIDUAL SENSING TO COLLECTIVE EXPERIENCES’
The second stage focuses on the power of touch and shared eating rituals in fostering connection. As participants interact with food in tactile, communal ways, they explore the intimate and cultural exchanges that occur when food is shared. The experience highlights the microbial connections we form with food, showing it as more than sustenance—it’s a conduit for emotional and cultural bonding. This stage emphasizes the act of eating as a shared ritual, encouraging empathy and collective understanding.
‘STAGE III: FROM INDIVIDUAL SENSING TO COLLECTIVE SPECIES’
The experience concludes inviting participants to broaden their perspective and connect with others through collective sensory experiences. It encourages empathy, tolerance, and understanding by immersing individuals in a shared sensory landscape. Here, diverse cultural and personal perspectives on food are celebrated, fostering a deeper connection with the world and each other. The stage prompts a reflection on how, as a species, we consume and interact with food, recognizing the diverse ways we experience the world and the shared bonds that unite us all.
Creative & Art Direction:
Marta Torras Moreno
Marta Torras Moreno
Space Designers:
Anna Grau
Belén Jiménez
Anna Grau
Belén Jiménez
Model:
Marina Grau
Marina Grau
Services:
Creative Direction / Art Direction / Exhibition Design / Brand Identity / Naming / Brand Strategy & Management
Creative Direction / Art Direction / Exhibition Design / Brand Identity / Naming / Brand Strategy & Management
Techniques:
Digital Design / Post Production
Digital Design / Post Production