More about food...

All that talk about synesthesia and the possibilities that are open to us in the realm of food has sent the Minds at Pure racing with ideas of the infinite potential that lies in store in terms of ways we can enhance the experience of eating.
To eat is life's second greatest natural pleasure after all...

It even sent a little alarm bell ringing in one Pure Mind on something stumbled upon recently - the so-called Fat Duck Anticipation Project. What a fabulous name.

Basically, old Heston Blumenthal (two parts genius, one part stark-raving mad) came up with the rather simple but brilliant concept that eating at a restaurant doesn't have to begin when you arrival at the restaurant, or even on the way to the restaurant. His unique interactive digital experience takes table-bookers on a fab imaginative journey that adds a whole pre-dining dimension for every diner. It raises the question "Just how long can we make an experience last?", a question that is worth pondering on for all number of products and services.