The Waldorf Project, a sensory journey through food & art

Artist Sean Rogg’s experimental food project The Waldorf Project reached its third edition last month, with an immersive event that filtered retro-futurism through the lens of taste and performance.

For the past three years, Sean Rogg has been creating The Waldorf Project, a series of conceptual food experiences that connect taste, scent, colour and performance to make “consumable art”. Rogg conceived of the project after being disappointed by a Michelin-starred dining experience, and coming to the conclusion that for food to be best absorbed as art, it must be seen, heard, smelled, tasted and felt.

The third instalment of The Waldorf Project, an Experimental Research Laboratory for Chapter Three, took place last month at underground Kings Cross lighting installation HalfLife.

Inspired by the space age futurism of the 1960s and 1970s, the experience centred around five liquid courses – comprising protein, carbs, veg, alcohol and hydration – each served in a different way. One involved glasses designed by James Shaw to fit with the geometric surroundings of the tunnel; another, an octopus-like collection of straws to be drawn from collectively; a third saw drinks poured from a glass tank filled with veined purple liquid.

Titled Emotion 1.7, Emotion 1.9, Emotion 2.1, Emotion 3.4 and Emotion 8.0, the courses on the menu were created by Max Castaldo and Max Chater, with sound design by Alessio Natalizia and environments by Greg Shaw.


All photographs by Tom Bowles.

Experimental Research Laboratory for Chapter Three: Futuro took place 14-16 May at London’s Kings Cross station. The next stage of the project is set to take place in 2016.

Experience and performance are becoming more integral across every sector of design and retail; both were in evidence at this year’s Milan Salone. To find out more, WGSN Lifestyle & Interiors subscribers can read the report, Milan Design Week 2015 – Experience Design

– Sarah Housley

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