Food Experience Design: Turn a Food Idea into a Food Experience

Food Experience Design: Turn a Food Idea into a Food Experience

Innovation Intensives

TBD

Custom Timing

Brief Description

We are in the midst of a food revolution. You can get ice cream delivered at a moment’s notice via Instacart, prepay for a dinner ticket with Tock, join a dinner party hosted by strangers using Eat With. There are "it" vegetables (hello kale!), "power foods," slow food.

We don’t just buy food anymore. We buy an experience.

This intensive gives you everything you need to turn a good food idea into a great food experience.

This course is led by staff from innovation consultancy, gravitytank.

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Your Takeaway

  • Aptitude and hands-on practice of FxD principles
  • Tips and tricks for quickly "making" product concepts
  • Practice modeling food experiences via storyboards and scenario prototypes
  • Quick ways of shaping & pitching a business case

Location, Dates & Fees



The Culinary Institute of America at Greystone
2555 Main Street
St. Helena, CA 94574


$3,900 USD
Scholarships, team rates, and CIA alumni prices are available. For more information, contact our Admissions Team at admissions@foodbusinessschool.org or 1-866-242-9876.

Register



Have questions?
Sign up for an Online Open House or contact our Admissions Team at admissions@foodbusinessschool.org
or 1-866-242-9876.

Who It's For

Food business entrepreneurs (or those thinking about it), professionals and managers from food companies, and chefs looking to expand their creative and strategic chops.


"We believe that exploring a larger system of solutions surrounding the culinary practice and becoming the merchant and mind behind the fork provides a great opportunity to break new ground."

– Lucas Daniel

  • Kyleigh Wawak

    Culinary Designer, gravitytank; Chef; Idea/Product/Business Grower

    Lead Faculty

  • Adia Benson

    Culinary Designer, gravitytank; Chef, Storyteller; Food Prototyping Expert

    Lead Faculty

  • Justin Rheinfrank

    Interaction Designer, gravitytank; Concept Innovator; Excitement Generator

    Guest Innovator

  • Elizabeth Glenewinkel

    Associate Partner, gravitytank; Experience Designer; Creative Educator

    Guest Innovator

  • Kyleigh Wawak

    Culinary Designer, gravitytank; Chef; Idea/Product/Business Grower

    Lead Faculty

  • Adia Benson

    Culinary Designer, gravitytank; Chef, Storyteller; Food Prototyping Expert

    Lead Faculty

  • Justin Rheinfrank

    Interaction Designer, gravitytank; Concept Innovator; Excitement Generator

    Guest Innovator

  • Elizabeth Glenewinkel

    Associate Partner, gravitytank; Experience Designer; Creative Educator

    Guest Innovator

Overview

Food Experience Design (FxD) is a user-centered, holistic approach to food innovation. It’s rooted in culinary excellence and considers all aspects of the food experience including how, where and when we interact with a food item—not just the product itself, but packaging, branding, technology, service and business modeling.

In this course, you’ll learn the fundamentals of FxD from experienced culinary designers, interaction designers and strategists, then apply these principles to a simulated topic. Working in small teams, you’ll rethink an iconic food and the experience surrounding it using design thinking and making techniques to quickly and inexpensively model, test and shape an experience. After every exercise, we’ll reflect on how the principles you learn and practice can be translated back into your work.

The course itself will be a 3-day food experience like no other. We’ll intersperse our agenda to enjoy the delightful facilities, environments and bounty of the CIA at Greystone campus and Napa Valley.

DAY 1 EXPERIENCE MAPPING
morning: BUILD AN EXPERIENCE MAP
mid-day: IMMERSE IN AN ICONIC FOOD EXPERIENCE
afternoon: DISRUPTION BRAINSTORMING
wine-thirty breaktime
evening: CIA GUEST CHEF DINNER (Mark Hopper of Vignette)

DAY 2 EXPERIENCE MAKING
morning: MAKE THE PRODUCT (in CIA’s state of the art kitchen)
mid-day: MAKE THE EXPERIENCE
afternoon: TEST THE EXPERIENCE
wine thirty breaktime
evening: REFINE THE EXPERIENCE (working dinner)

DAY 3 EXPERIENCE DEFINITION
morning: MODEL THE EXPERIENCE
mid-day: BUILD THE PITCH
afternoon: PITCH THE BUSINESS and PRINCIPLES FOR WORKING DIFFERENTLY
4pm END

(Faculty and guest experts subject to change.)

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