björn ylipää, måltidsvision - food as a cultural experience
TRANSCRIPT
Björn YlipääCreative Director
Lecturer in Food and Culinary Arts
Kristianstad Högskola
Maslow/Gelterand my Pizza tour
Maslow/Gelter
Building skills
To be seen, Hostmanship
To succeed, learn
Security, Trust
Food & drink, toilets, weather, cold
Self�actua�lization
Esteem Needs
Belonging Needs
Safety Needs
Physiological Needs
TEM Total
Experience Management
To change
To be welcomed
Experience new meal concepts
Learn about the meal, its parts, its socio�culture
Non�toxic, non�allergic, safe
hygienic
Taste, Nutrition1983
MEAL CONTEXT
To growth, having done good (to self, to earth)
2016
Transformation
Gelter 2010, 2011 Modified after Abraham Maslow 1970
Storytelling
”Ei saa valehtella, mutta saattaa muistaa väärin”
We looked up from the plate and started creating
Storytelling by food
Storytelling by food to add value!
The story
Meal experiencefour samples from my
coming book
Communicates to all the
senses
The story
Vacker smärta
The story
ErkkinDragen lax
The story
Dragen lax
The story
Umami a taste of death
The story
Umami a taste of death
The story
Kaunisvaara
The story
Kaunisvaara
The story
Norra Norrland eller Skåne
The story
Norra Norrland eller Skåne
The story
Norra Norrland eller Skåne
The story
Norra Norrland eller Skåne
The story
Norra Norrland eller Skåne
The story
Norra Norrland eller Skåne
The story
Norra Norrland eller Skåne
The story
Norra Norrland eller Skåne
The story
Norra Norrland eller Skåne
The story
Norra Norrland eller Skåne
The story
Norra Norrland eller Skåne
Music� What does it taste?
Storytelling by foodBla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla,
bla…..
To flavor between the linesbla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla,
bla….
To communicate in the gapsbla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla,
bla….
To communicate to all the sensesbla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla,
bla….
To capture the feeling
I want to tell youa story
to whom?
What does it taste?
The Place?
Whatskills do we have?
Story/product/place/nature
Brainstorming5 sencesFeeling
Wright the Story
Experience
Upplevelsemarknadsföring
Image
CustomerSensory experienceCompany
Education
Storytelling by food
To capturethe feeling
“A taste of the eight seasons”
Storytelling by food
To capture the feeling
Early spring
Early spring
Tartar of char in its own water
Melt water
Early spring
True spring
Air�dried reindeer SAV – sparkling sap
Early autum
Slow�cooked venison with flavours of diversity
Birch granite
Sofia JannokWinter
