The James Beard foundation held an unusual banquet, VR (virtual reality) dinner party. JBF named the event “virtual reality art and dining experience”, which lasted for seven hours and sold for $125.
The gorgeous and colorful background environment delivers huge food. Pink pineapples and blue cherries fall from the sky. The meat dances in the air. Each dish is presented with music and descriptive narration. For example, the introduction of one dish is “butter jelly baked with hope”. As the multi-dimensional sensory system is mobilized, the experimenter feels the taste of the food he has not eaten. “It’s a bit spicy, it’s a bit fruity, and the taste just now is meat.”.
The originator of VR feast is actually sublimotion catering team. Founded in 2014, sublimotion is committed to creating a high-end culinary feast integrating food, art, music and virtual reality technology. Their menu ideas and cooking performances come from the chef Paco roncero of Michelin two star restaurant. The whole team also includes stage director, music director, fashion designer, magician and several other Michelin star chefs. It’s one of the most expensive dining experiences in the world.
VR dining experience, or will it become a new trend of catering? In recent years, virtual reality technology is more and more widely used in catering and food industry. From 2015 to 2017, British cheese brands Boursin, Nestle coffee and KFC successively applied VR technology to sell products and train employees. Nowadays, more and more VR catering teams, such as aerobanquets, sublimotion and tree by naked, try to abstract, spiritualize and artistically experience food. It seems reasonable that their target customers are young people who are more sensitive to new technology.
Charles Spence, an experimental psychologist at Oxford University Spence said that multi sensory experience can turn dining activities into story participation. In the UK, some cinemas have begun to incorporate the dining mode into the movie viewing system. For example, the audience can customize certain foods according to the story of the movie to match the movie. It seems that the era of watching movies with popcorn and cola is almost over.