sound of taste by Anouk Ranst

Architecture of taste THE

SOUND

FLAVOR

T U / e | FA C U LT Y I N D U S T R I A L D E S I G N | N E X T N AT U R E T H E M E | S T U D E N T S 1 2 8 8 3 5

3 FOREWORD

introduction

Anouk Van Ranst

Over time food and food production have been key-elements in societal change or even more an essential condition for human development, for instance the transition from hunter/gatherer to agriculture leading to communities and the influence of fertilizer enabling industrial development.

Tissue engineering, more specific the lab creation of invitro-meat is one of the most revolutionary inventions of the past decades. Based on the facts of its advantages and possibilities we could say this has great potential for the upcoming time-area and mankind. It is a solution to some of current global issues such as; CO2 pollution, feeding the next generations, bio gasses,….

Easily explained invitro meat is a creation of non-lifestock-meat. It’s the result of lab grown stem cells, DNA, natural additives and stimulations.

Up until now it is still a subject of research and key to design before well introduced to the public. The possibility’s are endless but choices have to be made, whenever introduced there is only 1 c h a n c e t o g e t i t a c c e p t e d b y t h e p u b l i c . T h e y w i l l m a k e t h i s c h o i c e b a s e d o n ; b r a n d i d e n t i t y, l o o k a n d f e e l , f l a v o u r, t e x t u r e , s o u n d , t a r g e t g r o u p , … T h e s c i e n t i f i c e n g i n e e r i n g h a s b e e n d o n e , n o w i t s up to the designer to research this matter and take it to a next level and introduce it to the public.

This report will mainly deal about the sound design of Invitro-meat, though sound design is a very complex and multidisciplinary field; this means that information on; texture design, structure design, cognitive perception when eating and some other subjects have highly influenced the content of this report.

This design case combines two unique approaches guided by two ways of design-thinking; a rational and a intuitive way .This has lead to a deconstruction of the information gained by either ways, to reconsider them afterwards and build a new design out of this foundation. There fore you will find 3 separate design conclusions; A intuitive formative, a rational formative and a design example summative.

References and appendices ( mindmaps etc ) are added at the end of this report.

SPECIAL THANKS 5

Thank you note I would like to thank all people who participated in any form at the project, my colleagues and university staff for support and advice given throughout the whole process. S p e c i a l t h a n k s g o t o m y C o a c h R o n a l d Va n T i e n h o v e n w h o h a s b e e n c r u c i a l t o the process, it has been a privilege to be challenged and guided by him. My h o p e s a r e h i g h t o c o n t i n u e o n t h i s p r o j e c t w i t h h i m d u r i n g t h e u p c o m i n g s e m e s t e r.

W R I T T E N B Y A N O U K VA N R A N S T S 1 2 8 8 3 5

C O A C H E D B Y R O N A L D VA N T I E N H O V E N

7 INDEX

Table of content Foreword

Introduction

Thank you note

Index

Project description | meat the expactations

Design challenges |Research questions

Interpretation

Approach

Design research | index

Man and food

Man and future perspective

Man and meat

Invitro meat

21|23

cognetive perseption of flavor

Perseption of sound

sound | architecture

moloculair structures

Structures

textures

Multisensory experiences

Design process

Design conclusion

Design conclusion perspective

Reflection

References

Appendices

DESCRIPTION 9 PROJECT

Meat, the expactations Design that will change the world.The Goal of this project will be exploring the future of food. More specific, the future of meat. Discovering the latest development in food; Cultured Meat. Man and meat have been connected since the early beginning of civilization by nature. However over the past decades food has become more and more an industrial, processed product, even i n c l u d i n g g e n t e c h n o l o g y a n d n a n o t e c h n o l o g y. D e s p i t e a l l t h e f a n t a s t i c r e s e a r c h t h e y h a v e d o n e a n d the immense progress already made, we still have to relay on livestock to be able to consume meat. As a response to these problems, the bio-industry and animal welfare problems, alternative products for ‘regular’ meat have been/ are being developed. Most of these alternatives are b a s e d o n v e g e t a b l e p r o t e i n s . R e s e a r c h e r s a t t h e B i o M e d i c a l Te c h n o l o g y d e p a r t m e n t o f t h e T U / e however have been developing animal tissue. Originally and mainly meant for medical purposes, but also applicable as an alternative meat production source. This technique has the potential to significantly reduce the environmental impact of meat production. The scientific design is almost to a point where we are able to serve this meat. Although the design process isn’t done yet.Through this technique of growing meat under laboratorial conditions (solely tissue, no bones etc.) the shape, structure, taste, product becomes undefined. This means that there are still many c h o i c e s t o m a k e , t h e t o p i c i s n o w – o n t h e p l a t e - o f t h e i n d u s t r i a l d e s i g n e r / c r e a t i v e t h i n k e r.

C l i e n t s | D a i s y v a n d e r S c h a f t , T U / e , B M T , I D , C o r v a n d e r W e e l e , Wa g i n g e n U n i v e r s i t y

CLIENTS

D A I S Y VA N D E R S C H A F T, T U / E , B M T , C O R VA N D E R W E E L E , WA G I N G E N U N I V E R S I T Y

R E S E A R C H Q U E S T I O N S 11

Design challenge I N T E R P R E TAT I O N The goal for this project is to fully explore all opportunities of this emerging t e c h n o l o g y, D e v e l o p i n g a v a r i e t y o f s c e n a r i o s / d e s i g n p r o p o s a l s f o r i n t r o d u c i n g c u l t u r e d m e a t . To s e e t h e b i g g e r p i c t u r e o n t h i s t o p i c i n o r d e r t o r e l a t e t h e m a l l t o e a c h o t h e r a n d b u i l d bridges between all these disciplines. Food is at the intersection of these competency areas.

A APPROACH A

In order to see all the opportunities of what this technology has to offer two research methods where used. The first one is an intuitive one. The decision for this intuitive approach was based on the goal to be able t o t h i n k a s f r e e l y a s p o s s i b l e , w i t h o u t h a v i n g t h e m e n t a l r e s t r i c t i o n o f t h e l i m i t a t i o n s o f t h e t e c h n o l o g y. T h i s I n t u i t i v e r e s e a r c h w a s d o n e m a i n l y a b o u t t h e t o p i c s a r o u n d t h e i n v t r o m e a t m a t t e r. C o n c e n t r a t e d i n t h e s o c i a l / c u l t u r a l a r e a a n d i t s f u t u r e p e r s p e c t i v e s . To s e e w h a t a c t i v i t i e s or subjects it can contribute to, without going into the matter of the exact invention of the m e a t y e t . To c o n d u c t w h a t s u b j e c t s a r e r e l e v a n t a n d b o o m i n g a t t h i s t i m e a r o u n d t h e w o r l d o f food,to research if it could be a solution to even different topics of to what it will contribute a n y w a y, t o r e s e a r c h t h e f u t u r e o f f o o d a s a g l o b a l q u e s t i o n . ( v a l u e , s o c i a l i m p o r t a n c e , . . ) Research fields ; Social cultural, trend forecasting, concepts relate, create empathy to subject/possible user/target group/

and idea generation, idea of invitromeat.

Tr y i n g t o m a p p e o p l e s e x p e c t a t i o n s w h e n b u y i n g f o o d / e a t i n g . ( s o c i a l , p h y s i c a l , f y s i c a l , b u s i n e s s ) T h e s e c o n d p a r t o f t h e a p p r o a c h i s a r a t i o n a l p o i n t o f v i e w. I t c o n c e n t r a t e s o n t h e e x a c t s c i e n t i f i c f a c t s of invitromeat and all scientific fields, which relate to it. Starting from the bigger perspective â&#x20AC;&#x201C; food - . To p i c s ; G a s t r o n o m y , M o l e c u l a r t e c h n o l o g y, s e n s a t i o n a n d p e r c e p t i o n , f l a v o r, s o u n d .

R AT I O N A L

INTUITION PROJECT

The actual project is being conducted out of the common divisor area of the two research fields . D u e t o t h i s t h e r e s u l t i s p e r f e c t e x a m p l e o f s e r e n d i p i t y.

DESIGN RESEARCH 13

Design research | index

GENERAL Man and food Man and Future prespective Man and meat

INTIUTIVE Man and Meat Man and Food Man and Expactations

R AT I O N A L Invitro Meat Cognitive perception moloculair cuisine sound | architecture Sructures Te x t u r e s Shapes

Human

LESS FAT LESS SUGAR

SENSES smell , structure , taste , sound , apperance sixth sense , intuition provocation - fun-fool-surprise

LIGHTLY DIGESTABLE HEALTHY NEED FOR FOOD AND DRINK

STIMULATIONS

NEED FOR HEALTHY FOOD AN DRIKS

NEEDS

E X P E X TAT I O N S

psychical

Fysical

KENMERK

PRODUCT technice know-how

IMAGE

GRAPHICDESIGN ENVIRONMENT

STRUCTURE pluralism - symbiosis - minimalism reconstruction - deconstruction - association

SERVICE surprise control explain inform timimg COMMUNICATION PLATEDRESSING

product

V I S U A L | 4 TA S T E M O D E L | I N T E R P R E TAT I O N R E L AT I O N H U M A N + F O O D

INTIUTIVE RESEARCH 15

Man and food In order to form a universal understandable vision on man and food, I’ve created the 4 taste model. This models show different relationship between all concerning fields. It explains what people expect in order to accept/appreciate (new) introduced sorts of nutrition, what we need regarding our health,…Basically this “deduction/concentration” i created by making the 4 taste model forms a firm base and a check point for any design created in relation to food/ invitro meat.

V I S U A L | 4 TA S T E M O D E L | I N T E R P R E TAT I O N R E L AT I O N H U M A N + F O O D

INTIUTIVE RESEARCH 17

Man and Future perspective Hints and gestures have already been made today , if we look, we can see the basis of tomorrow being formed a demand exists, for products to which we can relate and connect.we want emotion, i d e n t i t y, t o f e e l , s m e l l , s e e a n d s e n s e t h e c r e a t o r i n s i d e t h e c r e a t i o n t h e a d v e n t o f t h e q u a r t e r l i f e c r i s i s h a s c r e a t e d w i t h i n u s . a n e e d t h a t o n l y t h e b e s t c a n s a t i s f y. C h a n g e i s t h e o n l y c o n s t a n t , and this holds true also for our values. We see this plainly in the constant evolution of established brands and materials Adapting to accommodate an ever-changing environment and perspective our c h o i c e s w i l l b e d r i v e n s o l e l y b y t h e v a l u e s o f n o w, a s e a r c h f o r t h e b e t t e r, t h e b e s t . O u r a w a k e n i n g has caused us to begin questioning everything around us, and consequently the extraordinary of y e s t e r d a y w i l l n o l o n g e r s u f f i c e I t h a s b e c o m e o r d i n a r y, p l a i n . T h u s , w e m u s t p o s e t o o u r s e l v e s t h e r i d d l e ; W h a t i s t h e b a s i s , t h e v e r y e s s e n c e , o f c h a i r, o f t a b l e , o f d i n i n g ? T h e o n l y w a y t o r e a c h t h i s g o a l i s a c o l l a b o r a t i o n o f m i n d s , w o r k i n g t o g e t h e r, c o m m u n i c a t i n g , s h a r i n g t h o u g h t s , perspectives and experiences. this collective mental intercourse will raise us to new heights, deliver previously unimaginable success, and an intense, deeply satisfying experience .

S T I L L | I M A G E F R O M R E S E A R C H | M O V I E , M E AT E M PAT H I E

INTIUTIVE RESEARCH 19

Man and Meat Away from the current nutritional fact meat is symbolically grounded in images of men engaging in the particularly masculine activity of hunting. Men demonstrate their power by dominating other species in nature, acting as carnivores who engage in aggressive acts to bring home food as providers for their families. Thus, to eat in a masculine way is to eat meat, accomplishing maleness by the relict behavior of eating animals that were or at least could be hunted. Meat symbolizes the strength and virility of the conquering of beasts by men. Characterized by their suppression of emotions, which is a useful attribute for the hunting, killing, butchering, and eating of animals. Meat is central to the contemporary Western diet. Meat eating is embedded within a food system geared to masculine food production, processing, distribution, preparation, and consumption. The m a s c u l i n e f o o d o f m e a t i s p r o m o t e d b y g l o b a l i z a t i o n o f t h e m e a t i n d u s t r y, s t a n d a r d i z i n g t h e w o r l d s t e e r, a n d m a k i n g m e a t m o r e a f f o r d a b l e t o t h e m a s s e s , i n a n e x t e n s i o n o f t h e e a r l i e r c o l o n i a l development of social structures for producing masculine meat products for consumption (Jeffry Sobal). We could state due to this meat is essential for allot of people in there diets in order to express t h e r e p o w e r a n d e m o t i o n s t o w a r d s t h e m s e l f s a n d o t h e r.

Inorder to understand the concept of meat and emotions better ive made a litlle movie to create empathie with the subject.

V I S U A L | P R O D U C T I O N I N V I T R O M E AT

RESEARCH 21 R AT I O N A L

Invitro Meat Within the appendix you will find an article that explains the exact matter of invitro meat. Tr i g g e r e d b y t h i s b a s i c i n f o , w h i c h y o u c a n f i n d i n e n o r m o u s a m o u n t s d u e i t s p o p u l a r i t y i v e f o u n d i t necessary to investigate this on a next level. In order to understand this tissue engineering better ive been research on the topic, muscle cells.As a result of thisresearch ive conducted the following information. S t a t e d a s a l l i n d i v i d u a l p o i n t s f o r n o w, l a t e r i n t h e p r o j e c t r e p o r t i t w i l l b e e x p l a i n e d why they are crucial to the bridges/links which are being build between different design. W H AT I S I N V I T R O M E AT | C H E M I S T R Y FA C T S

STEMCEL NUTRITION SUGAR PROTEIN FAT

SUN NITROGENE CO2 PROTEINS SUGAR

ALGAE

When grown in a lab there is unfortuatly no flavor obtaint by production of the meat, due parfum is being added due messenchemycal stemcells

FAT B O N E M A R R O W CARTIAGE

TENDON

MUSCLE

PA R F U M

Further investigation done on how industrial food production works will show some ways to add f l a v o r l a t e r o n o n t h e p r o c e s s , t o t a c k l e t h i s p r o b l e m . A s w e l l a s t h e p e r s e p t i o n o f f l a v o r.

VISUAL | MYSOSIN | SOURCE CHEMESTRY IN THE KITCHEN

RESEARCH 23 R AT I O N A L

Invitro Meat MUSCLES | ANIMAL TISSUES | CHEMISTRY IN THE KITCHEN.

When examining a body there are different types of muscles to research. Within the research towards this project there has been chosen to go investigate the “ long striped muscle” due its variety of different c e l l s w h i c h i t s h a s t o o f f e r. S o m e o f t h e m o s t i n t e r e s t i n g o n e s a r e t h e m u l t i p o t e n t i c a l c e l l s , p r o g e n i t o r cells and the most important one of them all ; the pleunipotenical cells. These last ones can be shaped in any molecular fixation wanted. This means that of when we chose to grow these cells there is no restriction when designing texture, structure, shape.In order to the design this is a very big advantage. Something we can find within any kind of muscle tissue is the presence of proteins. Regarding the project I’ve looked into the myofibrilaire and scaroplasmatical ones ( Connective tissues ), they c o n t a i n M y o s i n , m y o s i n e i s s o t o c a l l t h e “ g l u e ” o f m e a t . I t k e e p s e v e r y t h i n g t o g e t h e r. T h e s t r u c t u r e of Myosin strings has different fixations. Pressure or heat can influence the strength of the chains and the amount of presence. Within the project the advantage of this myosin could be used as a natural grown glue to benefit the design.This in combination with a smart of of the collagen structures .

CLIENTS

D A I S Y VA N D E R S C H A F T, T U / E , B M T , C O R VA N D E R W E E L E , WA G I N G E N U N I V E R S I T Y

R AT I O N A L R E S E A R C H 2 5

Cognetive perspection Flavour

F L AV O U R ( T O TA L O R A L I M P R E S S I O N )

TA S T E

TA C T I L E S E N S AT I O N S

( S U B S TA N C E S B Y TA S T E B U D S )

( PHYSICAL STIMUL) AROMA ( BY RECEPTORS)

ODOUR

( BY NOSE)

( BY CHAONA)

The scenario of tasting and appreciating flavours is rather complex,Therefor the exact matter of tasting is being explained in the scheme followed by some graphics on the next pages. One of the more general “boxes” within the scheme – sensations- contains allot of different disciplines. The attention towards this project is being projected on the “SOUND” aspect.

Sound design within food is especially interesting towards invitromeat since its obtained by industrial processes and exact food design. Whenever we taste a nutritional product 60% of our appreciation is being determined by the sound of the product. Our chewing relays completely to it and so our digestion as a result of this. In the next chapter of this report more information will be given.

S O U R C E | S E N TAT I O N A N D P E R S E P T I O N

Pappile

PIT

taste buds

S O U R C E | S E N TAT I O N A N D P E R S E P T I O N

Pappile

2 1

S O U N D | 1 B R E A K I N G M O M E N T: O U T E R S O U N D | 2 C H E W I N G M O M E N T : I N N E R S O U N D

29 R AT I O N A L R E A S E A R C H

Perception sound | food 2 phases form the base of the perception of sound in relation to food. The first phase “ the outersound” is being received when taking a very first bite. This sound is relevant when a singular product is eaten (excludes meals which need cutlery). The shape produces the exact sound, and is defined by t h e b r e a k i n g p o i n t a n d i t s c o n s i s t e n c y. T h e s e c o n d p h a s e “ t h e i n n e r s o u n d ” i s p r o d u c e d b y t h e a i r chambers present within the consistency of the texture in combination with the shape, this influences the positioning towards the dents, by this the chewing and eventually the sound it will produce. Please consult the appendix for more information on this topic.

OUTER SOUND

INNER SOUND

SOUND EXPERIENCE

singular | monotone sound experience

multil consitent sound experience

V I S U A L | S O U N D D I F F E R E N C E S | M U LT I L AY E R D S O U N D V S S I N G U L A R

PERCEPTION

As stated in the previous chapter some important details showed up to towards the design ;shape, structure and texture. Those will have to be designed all individually to get a satisfying sound-design result. The graphic shows the difference between a monotone and a multi-layered sound experience. O f f c o u r s e t h e s e c o n d o n e i s t h e m o s t a t t r a c t i v e . To o b t a i n t h i s r e s u l t d i f f e r e n t s t r u c t u r e s w i l l h a v e to be implemented. As we learned before Invitromeat can be made into every structure and we are able to glue all of these structures by the use of the natural present myosin. A next research question is born; â&#x20AC;&#x153;which structures can be interesting to combine and how to design new structures ? â&#x20AC;&#x153; Results of this can be found in the appendix and within the next chapters of this report.

I N T I U T I V E | R AT I O N A L R E S E A R C H 3 1

Sound | Architecture

3 4

10 11 12 13 14 15 16 17

18 19 20 21 22 23 24 25 26 27 ..........................................

......................................................................................................289

N E W P R O P O S A L | P E R I O D I C S Y S T E M | P R E PA R I N G F O O D

33 R AT I O N A L R E S E A R C H

Moloculair Structures To c r e a t e n e w s t r u c t u r e w e w i l l h a v e t o m a n i p u l a t e d t h e l a b g r o w n r e s u l t b y c o o k i n g . O n e o f t h e most interesting and exclusive cuisines we know is the “ molecular gastronomy “ which exactly means “ cooking molecules “ ,changing existing structures into new ones by manipulation. ‘ R e a r r a n g i n g t h e c e l l s ’ Wa y f r o m t h e e x i s t e n t w a y o f d e s i g n t h i n k i n g w i t h i n c o o k i n g t h e u s e o f t h i s scheme could deliver some surprising results.Not every combination is possible, though towards the design the investigation this “sketching” could lead to new results. method of use ; Multiply one manipulation with a next one ( horizontal X vertical ). When we multiply this result with a the combination next manipulations the result will become even more interesting and offers an infinite scala of options. For example ; Result 38 x 79 x 13 is culmination of 6 different manipulations. . . Away from this creative approch its is interesting to research the result of the combination different existing structures within one bite. Due to the production possibilities this research has not been done.

P L E A S E C O N S U LT T H E A P P E N D I X F O R M O R E H A N D S O N R E S E A R C H R E S U LT S | A P P E N D I C E A

1. TENDER

34. STIFF

67. CRISP

2. SOFT

35. BRITTLE

68. CRUSTY

3. FINE

36. SLITTY

69. CHEWY

4. LIGHT

37. FRACTURED

7 0 . C R A C K LY

5. FIRM

38. CRUMBLED

71. CRUNCHY

6. HARD

39. FRAGILE

72. SHOAKED

7. THOUGH

40. FRIABLE

73.

8. STIFF

4 1 . C R U M B LY

74. STRUCTURED

9. LONG

42. STRINGY

7 5 . PA S T Y

10.

4 3 . TA C T I L E

76. BOASTED

11 . C O M PA C T

44. SMOOTH

77. BRUSTED

12. LOOSE

45. CHALKY

78. FLESHY

13. WEAK

4 6 . M E A LY

7 9 . I N F L AT E D

14. SLACK

47. FLAKY

80. PUFFY

1 5 . D I S S O LV E D

48.

FINE FIBROUS

8 1 . S C A LY

16. LOUSY

49.

COARSE FIBROUS

82. FOAMY

17. SYMMETRICAL

5 0 . G R A N U L AT

83. SPONGY

18. MARBLED

51. COARSE

84. VISCOUS

19. LARDY

52.

85. LIQUID

20. DENSE

53. GRITTY

86. JUICY

21. SLICEABLE

54.

87. MOIST

22. SLOUCHY

5 5 . G R I L LY

8 8 . WAT E R Y

23. SNIPPY

56.

89. WET

24. COMPRESSIBLE

57. DOUGHY

9 0 . TA C K Y

25. MELLOW

58. MASHED

91. ADHESIVE

26. COHESIVE

59. MARROWY

92. STICKY

27. PLASTIC

60. MUSHY

93. GREASY

28. FLEXIBLE

6 1 . G I S T LY

94. CREAMY

29. ELASTIC

62. PULPY

95. GLUEY

30. DUCTILE

6 3 . S T R AW Y

96. PULPY

31. SPRINGY

6 4 . L E AT H E R Y

9 7 . O I LY

32. FRANGIBLE

65. GUMMY

98. SLIMY

3 3 . W O B B LY

66. CORKY

99. DRY

WELL BOUND

THIN GRAINED

COARSE GRAINED

T H I N G R AT E D

G E L AT I N O U S

R AT I O N A L R E S E A R C H 3 5

EXISTING STRUCTURES |

CLIENTS

D A I S Y VA N D E R S C H A F T, T U / E , B M T , C O R VA N D E R W E E L E , WA G I N G E N U N I V E R S I T Y

To r e s e a r c h t h e a s p e c t o f a i r c h a m b e r s a h a n d o n a p p r o a c h w a s u s e d . T h i s t o b e a b l e t o h e a r the actual result. By using ceramics, pouring clay and fabric some fragile structures where created and destroyed to gain different test result. The choice of this combination was made on the translation of texture. When examining the “ construction “ of fabric it relates very closely to the build up of actual tissue layers. The result of this was not scientifically documented it was used to gain empathy with the sound aspect to continue on the graphical design of “breaking points and air chambers “ . Results of both can be consulted in the appendix .

I N T I U T I V E | R AT I O N A L R E S E A R C H 3 7

Textures

43 A N A LY S E S O F P R O D U C T S O N T H E G O

To w a r d s t h e d e s i g n c o n c l u s i o n a n d t o b a c k b o n e t h i s “ m u l t i s e n s o r y e x p e r i e n c e ” I ’ v e b e e n d o c u m e n t i n g some products which offer a multisensory experience as well. These products are often specified for consummation on the road. They are characterized by the need to outdo all other sensory impulses g a i n e d b y t r a v e l i n g . O b t a i n e d b y a s p e c i f i c s h a p e , f l a v o u r, c o n v e n i e n c e r e g a r d i n g t h e c o n s u m m a t i o n . Mostly these produce allot of sound when eaten, as stated before this is obtained by shape. The creation of “air chambers” benefits the previous stated goal. Though since the simplicity and singularity/ monotone result in sound, they are not highly appreciated nutritional . Leading example | Bits by Doritos

A N A LY S E S O F P R O D U C T S “ T O C O M F O R T ”

These ranges of products are being evaluated the highest by its consumer due to its flavor and complexity in structure. They are often served/consumed as a singular small quantity what gives them a feel of luxury a n d e x c l u s i v i t y. C o n s i d e r i n g t h i s a p p r e c i a t i o n a s t h e s p i n e o f i t s s u c c e s s a n d r e l a t i n g t h i s t o w a r d t h e design conclusion these “brand identity / values “ could be crucial. Leading example; Leonidas Chocolates.

CONCLUSION

The combination of both of these worlds would be he conclusion of an ultimate product. Regarding the aspect of the multisensory experience, which outdoes all the other cognitive input at that time. The comfort zone o ff e r e d b y t h e s e c o n d c a t e g o r y a n d i t s f e e l o f l u x u r y w o u l d m a k e i t v e r y e a s y t o h a v e i t a c c e p t e d b y t h e p u b l i c .

I a s s u m e i t s h o u l d b e a n i d e a l s i t u a t i o n f o r i n t e g r a t i n g t h e i n v i t r o m e a t t o s o c i e t y, w h e n the status of invitromeat would be considered as luxurious it would make the product very demanded. A real treat, something special. Whenever this situation is applicable I assume people will regard its origin as really special instead of doubting it due mass production ( this situation would never show its mass production ( no enormous quantities would be shown)

M U LT I S E N S O R Y E X P E R I E N C E

Multisensory experience

CLIENTS

D A I S Y VA N D E R S C H A F T, T U / E , B M T , C O R VA N D E R W E E L E , WA G I N G E N U N I V E R S I T Y

DESIGN CONCLUSIONS 39

Design process I N T I U T I V E | F O R M AT I V E + R AT I O N A L | F O R M AT I V E = C O N J U N C T I O N | S U M M AT I V E T H E R E S U LT O F T H E D E S I G N I S D I R E C T LY C O N D U C T E D O U T O F B O T H R E S E A R C H A P P R O A C H E S ( I N T I U T I V E F O R M AT I V E + R AT I O N A L F O R M AT I V E ) . D U E I T S M A G N I T U D E A L L “ R E Q U I R E M E N T S ” W H E R E C L E A R A N D J U S T H A D T O B E R E L AT E D / C O N N E C T E D T O E A C H O T H E R . T H E R E F O R E T H E S U M M AT I V E D E S I G N E X A M P L E I S A S T R A I G H T F O R E W O R D C O N C L U S I O N .

W R I T T E N B Y A N O U K VA N R A N S T S 1 2 8 8 3 5

C O A C H E D B Y R O N A L D VA N T I E N H O V E N

DESIGN CONCLUSION 45

Design Conclusion | models SHAPE As learned within the research on sound and multisensory experiences, shape and form are crucial. For this project there has been chosen to design a shape with a script. In order to be able to eat the final product user is obligated to follow the scenario of the shape.The following scenarios are used ; one where the user will have to eat the shape in 1 bite, one where the user has to take multiple bites before being able to actually eat the whole product, and finally one where the user has to deconstruct the product before having a first bite. All this shapes where created out of a flat 2d pattern and afterwards constructed in a 3d shape. This choise is being carried by multiple reasons.

TEXTURE The need to design the multilayer product demands a strict and exact production. Methods we known for there precision and applicable towards the invitro meat production would be extrusion and/or printing. By using these methods every layer produced would fit exactly to the next one since its precision. This offers a perfect and neat product what can be easily layered up. The layers can be connected to each other by embossing a superficial structure into the meat. This to give an extra intriguing product towards the taste buds/ tong feeling. If we link this technique towards the manipulating c e l l t h e o r y w e c o u l d c r e a t e a p r o d u c t w i t h d i f f e r e n t s t a t e s o f m o l e c u l a r s t r u c t u r e s w i t h i n 1 l a y e r.

F L AV O R A l a s t w e s t i l l h a v e t o a d d f l a v o u r. D o w e ? s i n c e i n t h i s f a s e o f t h e p r o d u c t , e v e n w h e n w e h a v e n ’ t a d d e d a ‘ p a r f u m ’ y e t p e o p l e w i l l a l r e a d y t a s t e a f l a v o u r. To o f f e r s o m e m o r e s u p p o r t t o w a r d s t h i s , a n y f l a v o u r can be added on different levels of the product. Using a industrial process which is normally used to load meat with smoking particles, we could us this technology as well to charge the lab grown meat p r o d u c t w i t h f l a v o u r. To g i v e i n s i g h t t o h o w t h i s p r o c e s s w o r k s a g r a p h i c h a s b e e n a d d e d i n t h e a p p e n d i x .

CLIENTS

D A I S Y VA N D E R S C H A F T, T U / E , B M T , C O R VA N D E R W E E L E , WA G I N G E N U N I V E R S I T Y

DESIGN CONCLUSION 47

Design conclusion | perspective FUTURE PERSPECTIVE The final conclusion of this report has been kept rather small, this due to the many options which are possible. Personally I don’t believe this is the end of this project. It would be a real loss to not continue on this topic. The great volume of research done can easily lead into a next project. Where for now the result has been given shape as a product to eat/consume I believe there are many more interesting results possible. One of those I would like to design i n t h e u p c o m i n g s e m e s t e r. T h e i d e a f o r a d e s i g n o f a h o m e d e v i s e t h a t c o u l d d e l i v e r t h e e n d product I’ve created for the end of this semester has been jumping up and down in my mind. I hope to get the opportunity to handshake on the project and to continue with the same enthusiasm during t h e n e x t s e m e s t e r. I t w o u l d o f f e r m e t h e p o s s i b i l i t y t o d e v e l o p c e r t a i n c o m p e t e n c i e s s u c h a ; t e c h n o l o g y, user focus perspective and business/marketing . As my hopes are high, I’ve taken the liberty to continue on the project. This to avoid a let up whit in the process. The last mini research I’ve done was a investigation on how our body reacts when only fed proteins. The reflection on this can be found in the appendix.

CLIENTS

D A I S Y VA N D E R S C H A F T, T U / E , B M T , C O R VA N D E R W E E L E , WA G I N G E N U N I V E R S I T Y

REFLECTION 49

Reflection When zooming out in order to see the bigger picture of this project, again I would like to use the method I used for the design of this concept. Starting with the intuitive approach. When I chose to participate in this project one of my main motivations refers to previous design experiences. Those showed me that food as a subject and material is a very interesting field of industrial design, regarding the future we could also tell that is one of the more important issues/ fields. So this was a perfect opportunity to gain extra knowledge on the subject. I feel it will be very relevant towards m y c a r e e r s a s a n i n d u s t r i a l d e s i g n e r. I t r u l y b e l i e v e t h a t s o m e r e a l l y d e e p a n d p r o f o u n d k n o w l e d g e is crucial on this topic. The Lead for this exact project was a very interesting and challenging one, It also offerd the opportunity to bring my ‘ Concept and Future vision ‘ skills to a next level. When reflecting on other goals for which I participated at this project,I can tell that most of them where more than fulfilled. As the process advanced trough all the different stages, even some unexpected ones showed up. It Learned me to have an open vision towards the ‘design plan/cycle’ at all times. One of the best examples is the ‘swop’ made after the first intuitive design research. Since I decided t o r e s e a r c h t h e t o p i c f o r m a d i f f e r e n t p o i n t o f v i e w, a l l o t o f n e w i n s i g h t w h e r e g a i n e d . D a r i n g t o make this move after the second theme day was a wise decision, even when it took some courage to do this at that advanced point in the process. It learned me to research on an academic and scientific level, to gain insights in new industrial processes, combine them and build links/relations i n o r d e r t o r e l a t e / c o n n e c t t h e m t o e a c h o t h e r. I w o u l d l i k e s t a t e t h i s a s o n e o f m y T h i s i s o n e of my best achievements, especially with the upcoming Masters in prospect.It turned the project form designs based on assumptions into a tangible and plausible scientifically based research. One of the more difficult things was to keep a perfect helicopter view over all knowledge gained out of a l l t h e i n d i v i d u a l r e s e a r c h f i e l d s . A s w e l l a s t o c o m m u n i c a t e t h e m t o m y f e l l o w c o l l e a g u e s o r o u t s i d e r. The big trap was to not lose myself within this not yet coherent bulk of information and the overdose of enthousiasm, explaining and visualising all links and bridges between disciplines created trought the p r o c e s s . ( d e s i g n , s c i e n c e , b i o l o g y, p h i l o s o p h y, c u l t u r e , f u t u r e v i s i o n , c h e m i s t r y, c o g n i t i v e p e r c e p t i o n ) A second important trap within my enthusiasm and the wideness of the research is deciding when to stop on a t o p i c a n d d o c u m e n t t h e r e s u l t . To m a k e t h i s e a s y e r i n t h e f u t u r e i l l h a v e t o t e a c h m y s e l f t o s e t u p a f i x e d form for the documentation right away from the beginning.This will make the communication during coach m e e t i n g s o r d e b a t e s w i t h o t h e r p e o p l e e a s i e r. L u c k i l y f o r n o w m y e n t h u s i a s m b a l a n c e d t h i s p r o b l e m a n d so the project really benefited the debates that I held with fellow students, people out in the field, experts. To u g h L u c k i s n ’ t a c e r t i t u d e , t h e u p c o m i n g s e m e s t e r p r e v i o u s s t a t e d of my main personal development goals. Having in mind that one of the “ how to write a scientific report” I believe I can tackle the problem And so all vivid information I stack in my head will also be available

problem will be one first modules given is w i t h i n t h a t s e m e s t e r. on paper for others.

At last a rational conclusion. The project has been a perfect fit for me as my introduction to the academic world. It offered me the opportunity to combine a familiar world with the new perspective from which I will enrol this future master programme. It confirmed the perfect m a r r i a g e o f b o t h w o r l d s , f r o m w h i c h I c a n s t a r t t h e m a s t e r s w i t h c o n f i d e n t t h e n e x t s e m e s t e r.

REFERENCES 51

References

BOOKS ;

BOOK |FOOD EMULSIONS

KARE LARSSON AND STIG E FRIBERG | ISBN 0-8247-8306-9

BOOK | HEARING,

AN INTRODUCTION TO PSYCHOLOGICAL AND PHYSIOLOGICAL ACOUSTICS

S TA N L E Y A . G E L FA N D | I S B N 0 - 8 2 4 7 - 8 3 6 8 - 9

BOOK | CHEMIE IN DE KEUKEN

H E R V E T H I S | I S B N 9 7 8 9 0 8 5 7 11 9 3 3

BOOK | SMAAK, MENSEN MEDIA TRENDS

TON QUIK | ISBN 90-400-9386-5

B O O K | S E N S AT I O N A N D P E R C E P T I O N

M A R G A R E T W M AT L I N A N D H U G H J F O L E Y | I S B N 0 - 2 0 5 - 2 6 3 8 2 - 8

B O O K | S E N AT I O N A N D P E R C E P T I O N

E. BRUCE GOLDSTEIN | ISBN 0-534-34680-4

BOOKS| ELBULLI COLLECTIONS

F E R R A N A D R I A | I S B N ; M U LT I P L E

REFERENCES 53

References

INTERNET

H A R VA R D S C H O O L O F E N G I N E E R I N G A N D A P P L I E D S C I E N C E S | S C I E N C E A N D C O O K I N G

F R O M H A U T E C U I S I N E T O T H E S C I E N C E O F S O F T M AT T E R

L I N K ; H T T P : / / W W W. S E A S . H A R VA R D . E D U / C O O K I N G + V I D E O C L A S S E S

H A R VA R D S C H O O L O F E N G I N E E R I N G A N D A P P L I E D S C I E N C E S | S C I E N C E D E PA R T M E N T

F I E L D ; N U T R I T I O N - S C I E N C E S ; V I D E O D E B AT E S + L E C T U R E S

L I N K : H T T P : / / W W W. Y O U T U B E . C O M / E D U C AT I O N ? C AT E G O R Y = U N I V E R S I T Y / S C I E N C E / FOODSCIENCE

F O O D T E C H N O L O G Y T H E M E AT N E X T N AT U R E . N E T | C O L U M N S A N D A R T I C L E S

L I N K : H T T P : / / W W W. N E X T N AT U R E . N E T / T H E M E S / F O O D - T E C H N O L O G Y /

GREG DOWNEY |ANROPOLOGY AND FOOD | COOKING IN HUMAN EVOLUTION

LINK; HTTP://BLOGS.PLOS.ORG/NEUROANTHROPOLOGY/2010/10/28/FOOD-FOR-

T H O U G H T- C O O K I N G - I N - H U M A N - E V O L U T I O N /

VLEES VEE EN EIEREN | DEEL 1 EN 2

L I N K ; H T T P : / / W W W. Y O U T U B E . C O M / WAT C H ? N R = 1 & F E AT U R E = F V W P & V = 5 F V C L P K D K W K

M U LT I P L E S I M P L E E X P L A N AT I O N S A B O U T I N V I T R O M E AT |

PRODUCTION AND FUTURE SCENARIOS

L I N K S ; H T T P : / / W W W. Y O U T U B E . C O M / WAT C H ? V = F _ O N F W _ 1 O R C

H T T P : / / W W W. Y O U T U B E . C O M / WAT C H ? V = M O F Z T U K E T Y M

H T T P : / / W W W. Y O U T U B E . C O M / WAT C H ? V = 5 T D 2 H T Y F K F M H T T P : / / W W W. Y O U T U B E . C O M / WAT C H ? V = D _ M J U R K 2 D - 4

M A R K P O S T | M E AT T H E N E W M E AT | T E D TA L K S , T E D X B R A I N P O R T

L I N K ; H T T P : / / W W W. Y O U T U B E . C O M / WAT C H ? V = C Y T B I X O TA X A

REFERENCES 55

References D O C U M E N TA R Y, R E P O R TA G E | K R O | K E U R I N G S D I E N S T VA N WA A R D E TOPICS | “KOGELBIEFSTUK, FILET AMERICAIN , HAMBURGER, STERRENVLEES, DONER, F R I K A N D E L , S P E K , V E T, M A I S K I P, P L A K V L E E S , K I P. L I N K ; H T T P : / / K E U R I N G S D I E N S T VA N WA A R D E . K R O . N L / S E A R C H ? Q = V L E E S & R = 2 & P = 2 THE YOUNG TURKS | A M M O N I U M H Y D R O X I D E A N D M E AT | P I N K S L I M E M E AT I N T E R C O N T I N E N TA L D I F F E R E N C E S A N D M E AT

FILMS| K I N G S O F PA S T E R Y | 2 0 0 9 CHRIS HEGEDUS ELBULLI, COOKING IN PROCESS | 2012 GEREON WETZEL , FERRAN ADRIA

SUPERSIZE ME | 2004 MORGAN SPURLOCK

O U R D A I LY B R E A D | 2 0 0 5 N I K O L A U S G E Y R H A LT E R

FOOD INC | 2008 ROBBERT KENNER

57 REFERENCES

References C O N F E R E N C E S | L E C T U R E S | P R E S E N TAT I O N S | E X H I B I T I O N S

H O N E Y & B U N N Y - S O N J A S T U M M E R E R A N D M A R T I N H A B L E S R E I T E R | P R E S E N TAT I O N , L E C T U R E WHITE LADYS PROGRAMME, SEPTEMBER 2012.

F O O D I N S P I R AT I O N S D AY S | C O N F E R E N C E F O O D I N S P I R AT I O N S , O C T O B E R 2 0 1 2

NCD | CONFERENCE LEVENTI . NOVEMBER 2012

FOOD | DESIGNHUIS EINDHOVEN , SEPTEMBER 2012

S U P P O R T S O F A N A LY S I S | VA L I D AT E S T O C O N C L U S I O N S | R E L AT E D P O I N T S

59 APPENDICES

Appendix I N V I T R O M E AT | E X P L A N AT I O N | A P P E N D I C E A

D E F E N I T I O N C O N S I S T E N C Y, S T R U C T U R E A N D T E X T U R E | A P P E N D I C E B

TEXTURE | APPENDICE C

S O U N D A N D TA S T I N G | A P P E N D I C E D

S O U N D S E N S AT I O N S | A P P E N D I C E E & F

STRUCTURES AND TEXTURES | APPENDICE

PICTURES | HANDS ON DESIGN OF STRUCTURE PROPOSALS | APPENDICE H

D R AW I N G S | D E S I G N O F A I R A N D B R E A K I N G P O I N T S | A P P E N D I C E I

FOTOS EXHIBITION | APPENDICE J R E S U LT O F T H E E X P E R I M E N T | K

T H E E M O T I O N O F M E AT | M O V I E 2 M I N | N O T I N C L U D E D , O N R E Q U E S T | A P P E N D I C E L

R E S U LT O F I N T I U T I V E R E S E A R C H

APPENDICE A

Invitro meat |

explanaition

C U LT U R E D M E AT; M A N U FA C T U R I N G O F M E AT P R O D U C T S T H R O U G H “ T I S S U E - E N G I N E E R I N G ” T E C H N O L O G Y. In-Vitro meat is the (idea of) manufacturing of meat products through “tissue-engineering” t e c h n o l o g y. C u l t u r e d m e a t ( = i n - v i t r o m e a t ) c o u l d h a v e f i n a n c i a l , h e a l t h , a n i m a l w e l f a r e a n d e n v i r o n m e n t a l a d v a n t a g e s o v e r t r a d i t i o n a l m e a t . T h e i d e a : To p r o d u c e a n i m a l m e a t , b u t w i t h o u t using an animal. Starting cells are taken painlessly from live animals, they are put into a culture m e d i a w h e r e t h e y s t a r t t o p r o l i f e r a t e a n d g r o w, i n d e p e n d e n t l y f r o m t h e a n i m a l . T h e o r e t i c a l l y, t h i s process would be efficient enough to supply the global demand for meat. All this would happen without any genetic manipulation, i.e. without the need to interfere with the cells’ genetic sequences. Producing cultured meat for processed meat products, such as sausages, burgers and nuggets should be comparatively simple, whereas cultured meat which should be more highly structured, such as for an in-vitro steak is considerably more of a challenge. A steak is made of muscle tissue which is threaded through with extremely long, fine capillaries which transport blood and nutrients directly to the cells. It is much more difficult to reproduce such a complex structure than it is to put together the small balls of cells which grow to larger balls of cells which in turn become in-vitro chicken nuggets. The most important challenges to overcome in order to outperform animal derived meat in terms of taste and economics are: Starter Cells: T h e s e c a n b e t a k e n p a i n l e s s l y f r o m l i v e a n i m a l s v i a b i o p s y. T h e q u e s t i o n i s : W h i c h t y p e o f c e l l s s h o u l d b e used? Stem cells are cells which, in a manner of speaking, have not yet decided what they will become; muscle cells, bones cells or one of so many other kinds of cells? This is a disadvantage because very s p e c i f i c c e l l s a r e n e e d e d f o r t h e p r o d u c t i o n o f i n - v i t r o m e a t . H o w e v e r, t h e a d v a n t a g e o f s t e m c e l l s i s t h a t t h e y p r o l i f e r a t e r a p i d l y. T h e a l t e r n a t i v e t o u s i n g s t e m c e l l s w o u l d b e t o u s e f u l l y d e f i n e d m u s c l e c e l l s t h a t “know what they are” although the problem here is that they hardly multiply at all. A compromise is to use cells which are between the two extremes, in other words, cells that proliferate at an acceptable pace and that are at the same time sufficiently differentiated from other cell types, for example, myoblast cells. Growth Medium / Culture Media: The aim is to find a medium in which the cells can grow that is cost effective and free from animal ingredients. Serum from calves, for example, cannot be used with cultured meat. Because cultured meat does not have the digestive organs that a live creature has, which convert nutrients to feed the cells, the medium must be able to supply the cells directly with what they need. Material for an edible scaffold for the cells to attach themselves to: In order to produce three-dimensional in-vitro meat, it is necessary to have a scaffold. The ideal is an edible scaffold that would not need t o b e e x t r a c t e d f r o m t h e e n d p r o d u c t . To s i m u l a t e t h e s t r e t c h i n g t h a t m u s c l e c e l l s u n d e r g o a s a l i v i n g creature moves around it is highly desirable to develop a scaffold that could periodically shift its form thus “exercising” the cells. This could be achieved by using a stimuli-sensitive scaffold made of alginate, chitosan or collagen, from non-animal sources. The scaffold would then stretch periodically in response to small changes in temperature or pH levels. The cells could also attach themselves to a m e m b r a n e o r t i n y b e a d s w h i c h c o u l d b e l a y e r e d o n t o p o f e a c h o t h e r a n d c o n n e c t e d t o g e t h e r. Bioreactor: It is in the bioreactor that everything comes together; the cells, the culture medium and the scaffold. Through fluctuations in temperature an environment is created which can be likened to a fitness centre with movement training for the muscle cells. Cultured meat must consist of small and large fibres of muscle cells in addition to connective tissue which produces collagen and elastin as well as fat cells which are important for the taste of the end product.

APPENDICE B

APPENDICE C

APPENDICE D

APPENDICE E

APPENDICES F