For me, I would have considered it more of a Surrealist art exhibition for food rather than a restaurant!
Heston has paid fine detail to not just the extraordinary, mind boggling 16 courses involved but the whole visual identity and user experience partnered with it. And it was all the design involved to communicate his story behind the experience that I felt so inspired by as a graphic designer.
The larger type offers insights into the story and what is to come next. And then there is small type beneath which tells you about the food in more detail, evoking interactivity again with the need to use the magnifying glass on each table.
Most of the food was quite bizarre, looking like one thing and then its taste giving a totally different feeling. For example these variety pack cereal boxes tasted like a full english breakfast! Others included ice lollies which were salmon and rocket flavour! The cereal boxes were designed entirely for this section of the meal with considered little bits of detailing on the box specific to the party.A collection of all the items I was able to bring away with me from the experience..
To highlight the intensity of the user experience considerations put into place for each party during this I have picked out one of the little interactive sections of the meal. Within the cereal box we each got little wooden pieces which we were told are a little puzzle maze, whoever could build theres first won the golden coin which would come into play later on in the meal. As I started to build the little box I realised how each of our wooden pieces had a little personalised laser cut engraving on it, specific to each of our professions/characters. For example, the LCA logo was on mine and Beth's, Jack had a little tree surgeon on his, Scott had the lawyers crest and Megan her new cars number plate! Overall it was an unreal experience which goes to show how user experience can affect just how positive the feelings in which are evoked are. There was some nice and consistent brand identity to compliment it all too!
The whole experience is a Journey, centred around a nostalgic trip full of playful memories, filled with curiosity, discovery and adventure. This nostalgic trip is based on a collection of some of his favourite childhood holiday memories, taking place over the course of a day. The menu was the itinerary for the day.
He introduces it all through story tellers (the wait staff), all spoken in first person to try and get you to think about your personal childhood memories:
"I don’t know about you, but I always got really excited in the build up to going on holiday; for me, this is where the journey begins.
My story is only there to act as a catalyst to help bring your childhood holiday memories to life: where you were, who you were with, what you ate and how you ate it. Hopefully, it’ll get you reminiscing, making connections, sharing experiences, and bringing back some wonderful memories.
In fact, why wait until you arrive to start the nostalgic ball rolling?
Hope you have a good trip."
"I don’t know about you, but I always got really excited in the build up to going on holiday; for me, this is where the journey begins.
My story is only there to act as a catalyst to help bring your childhood holiday memories to life: where you were, who you were with, what you ate and how you ate it. Hopefully, it’ll get you reminiscing, making connections, sharing experiences, and bringing back some wonderful memories.
In fact, why wait until you arrive to start the nostalgic ball rolling?
Hope you have a good trip."
It is quite a minimal design style, which enhances the negative space but the serif typefaces is what gives it that bit more of a luxurious feel, but even so not as luxurious as you'd expect for a Michelin star restaurant. But this is what is meant to give such an approachable, comforting feel which helps invoke those nostalgic childhood memories, like a strange child's book or treasure map!
The menu featured a cool fold out design to reveal each section systematically and interactively.
Most of the food was quite bizarre, looking like one thing and then its taste giving a totally different feeling. For example these variety pack cereal boxes tasted like a full english breakfast! Others included ice lollies which were salmon and rocket flavour! The cereal boxes were designed entirely for this section of the meal with considered little bits of detailing on the box specific to the party.A collection of all the items I was able to bring away with me from the experience..
To highlight the intensity of the user experience considerations put into place for each party during this I have picked out one of the little interactive sections of the meal. Within the cereal box we each got little wooden pieces which we were told are a little puzzle maze, whoever could build theres first won the golden coin which would come into play later on in the meal. As I started to build the little box I realised how each of our wooden pieces had a little personalised laser cut engraving on it, specific to each of our professions/characters. For example, the LCA logo was on mine and Beth's, Jack had a little tree surgeon on his, Scott had the lawyers crest and Megan her new cars number plate! Overall it was an unreal experience which goes to show how user experience can affect just how positive the feelings in which are evoked are. There was some nice and consistent brand identity to compliment it all too!
No comments:
Post a Comment