elBulli Letícia Scretas David, Kai Heinlahti, Veronika Konečná, Peta-Gaye Martin, Inka Vettenranta

Arts in Consumer Culture

Food is the new art

1.  Foodism movement !   Elaborate sphere of criticism, memoir and

theoretical debate

2.  Food replacing art as high culture !   Chopin VS Confiture

Haute cuisine

An intro to molecular gastronomy

Also known as:

Deconstructivist Cuisine; Avant-Garde Cuisine,

Culinary Physics and Haute Cuisine.

Haute cuisine

Areas of investigation

!   How ingredients are changed by different cooking methods

!   How all the senses play their own roles in our appreciation of food

!   How our enjoyment of food is affected by other influences, our environment, our mood, how it is presented, who prepares it

Myths debunked

!   You need to add salt to water when cooking green vegetables

!   Searing meat seals in the juices

!   The cooking time for roast meat depends on the weight

”the most imaginative generator of haute cuisine on the planet.”

El Bulli: Cooking in Progress

Soursop sorbet with yoghurt biscuit

Daiquiri, coffee and caramel nigiri

Passion fruit marshmallow

elBulli (1964 – 2011)

!   3 star michellin restaurant

! Ranked world’s best restaurant 5 times in between 2002 – 2009

! Forerunner in molecular gastronomy

elBulli (1964 – 2011)

!   As head chef, Ferran Adrià was considered one of the best in the world

!   He was renowned for creating culinary foam

! Closed in 2011 due to monetary loss

Mission

!   Driven by creativity, surprise and innovation

! elBulli seeks to make the dinners happy for the duration of the meal

!   Provoke the five senses, evoke emotions, irony, humor and even childhood memories

!   Not about the money

“… to provide the unexpected"

" I cook for sensitive people, not for millionaires“

- Ferran Adrià

Diners

Who does elBulli serve?

Employees Chefs,

designers, artists

Diners

!   "I see no reason why a person can not enjoy a decent meal at a reasonable price.‘‘ Ferrán Adriá

!   The restaurant was only open during five months of the year

!   The reservation requested annually over 1.8 million people.

! Each year Adriá chosed eight thousand via lottery

Diners

!   55 guests daily cared after by 55 members of staff

!   "Tasting" menu up to fifty courses have been composed of miniportion

!   Each meal accompanies technical description and advice you how to eat properly

!   For each food is also different design crockery and cutlery

Employees: elBulli family

!   Employed over 50 chefs

!   Offered them a place to !   Explore their creativity and artistry

!   Create new things with elBullitaller – the workshop for elBulli providing new ideas for the restaurant each year

!   Learn from the best chefs in Spain, who travel the world for half of the year and innovate gastronomy

Services for chefs and the food industry

! Consulting services

!   Courses

! elBullibooks

! elBullitaller

! Collaborations

What could have been done differently?

!   Lower staff numbers, use cheaper ingredients and increase the restaurant's hours of operation

!   Could have charged a lot more for the meals (600€ not 230€)

à Would have lead to elBulli being just like any other restaurant and not the passion of Ferran Adrià

”We have enjoyed great luck and now it's time to give back to society.”

- Ferran Adrià -

References ! http://www.elbulli.com/home.php?lang=en

! http://www.elbulli.com/esade/Caso_Ferran_Adria_and_elBulli-ESADE_en.pdf

!  http://observer.guardian.co.uk/foodmonthly/futureoffood/story/0,,1969713,00.html

!  http://hbswk.hbs.edu/item/6105.html

!  http://www.caterersearch.com/Articles/22/02/2010/332335/el-bulli-to-become-non-profit-foundation-on-reopening.htm

!  http://www.caterersearch.com/Articles/15/02/2010/332238/Ferran-Adri224-denies-reports-that-El-Bulli-will-close.htm

!  http://www.caterersearch.com/Articles/10/11/2010/335885/The-Caterer-Interview-Ferran-Adri224.htm

!  http://www.nytimes.com/2012/10/28/opinion/sunday/how-food-replaced-art-as-high-culture.html?_r=0

! http://khymos.org/definitions.php

!  http://www.inra.fr/compact/nav/externe/en/activites/ecrans/1721

! http://www.yourdiscovery.com/science/kitchen_chemistry/kitchen_myths/index.shtml

!  http://www.yourdiscovery.com/science/kitchen_chemistry/molecular_gastronomy/index.shtml