On Wednesday 9 July at 6PM CET, the renowned designer based in New York, SVP, and Chief Design Officer di…
Gastrophysics is the science that studies the relationship between food and our senses. The greatest researcher of this science Charles Spence, author of the famous book “Gastrophysics: The New Science of Eating”, shows how the pleasure we experience in tasting a certain food is the result of the experience we live through the five senses. In other words, the goodness of a food depends not only on taste but also on sound, color, shape, smell, weight and our mood. So if the perception of food occurs in the mind and not just in the mouth the strategy to increase the appreciation of a food product changes whether it is a snack of a large multinational company, whether it is a dish of a restaurant and whether it’s a place where food is distributed or consumed.
In this master class Professor Spence will present his latest experiments and through the analysis of some case histories he will offer the tools for a new multisensory approach to designing food experiences. This is an unmissable event for all those people who want to innovate within the agri-food and food-and-wine sectors, creating new food products and new formats in the catering sector.
Charles Spence is a professor of experimental psychology at Oxford University and is director of the Crossmodal Research Laboratory, a world-renowned research center for the analysis of information obtained from human beings through different sense organs (smell, taste, sight, hearing and touch).
He is a consultant for many multinational companies including Unilever, Procter & Gamble, McDonalds, Starbucks and Heston Blumenthal’s famous restaurant The Fat Duck. He has published more than six hundred scientific articles in international magazines and has won important awards and recognitions for his research on the influence of the various senses on perception of food.
He is the author of the book “Gastrophysics: The New Science of Eating” (Penguin Books Ltd, 2017), the fruit of twenty years of experiments with food and the five senses.
The course is intended for entrepreneurs and managers in the agri-food and food-and-wine sectors, food technologists, food designers, chefs and journalists.
Masterclass held in English with simultaneous translation into Italian.
Price for companies and professionals: 180 euros (147,54 euros + IVA)
Price for students: € 100 including IVA
Tickets provided by Eventbrite