Gastrophysics is the science that studies the relationship between food and our senses. Charles Spence, author of the famous book “Gastrophysics: The New Science of Eating”, shows how the pleasure we feel in tasting a particular food is the result of experience through the five senses. In other words, the goodness of a food depends not only on its taste but also on its sound, colour, shape, scent, weight and even our mood. So if the perception of food takes place in the mind and not only in the mouth, the strategy to increase the appreciation of a food product changes whether it is a snack of a large multinational, whether it is a dish of a restaurant and whether it is a place where the food is distributed or consumed. In this conference Professor Spence will present his latest experiments and through the analysis of concrete cases will offer the tools for a new multisensory approach to the design of food experiences. This is a not-to-be-missed meeting for all those who want to innovate within the food and wine sector by creating new food products and new formats in the catering sector.