SXSW is always a source of interesting innovations. SXSW 2022 is no exception. This year at SXSW, Nature’s Fynd showed up to promote their new fungi-based protein. This protein is used to make things from vegan cream cheese to veggie burgers.

How did this product come to be? The answer involved NASA, U.S. National Science Foundation and Yellowstone National Park.  In 2012, Dr. Mark Kozubal discovered a fungus in Yellowstone National Park. This fungus was an “extremophilic fungal organism,” which means that it can grow in extremely harsh conditions (like a hot spring.) From there, the company now known as Nature’s Fynd, began to “convert inedible plant materials into valuable and sustainable products using the isolated fungus.”

If you want to learn more about that discovery process, NASA has a PDF with details:

https://ntrs.nasa.gov/api/citations/20210024737/downloads/007-Nature’sFynd_SuccessStory_V6.pdf

Through the work of Dr. Mark Kozubal, Chief Science Officer, and Thomas Jonas, Chief Executive Officer,  Nature’s Fynd successfully created “Fy.”  This Fy is “a nutri­tion­al fun­gi pro­tein derived from a nat­u­ral­ly occur­ring microbe (Fusar­i­um strain flavolapis).” This protein is “cer­ti­fied non-GMO” and made through an  “inspired-by-nature fer­men­ta­tion process.”  The product is “a com­plete veg­an pro­tein source with all 20 amino acids, includ­ing the 9 essen­tial amino acids.” https://www.naturesfynd.com/

In addition to being a good source of protein, this product is also eco-friendly. This nutritional fungi protein uses 99% less land, 99% less water and 94% less greenhouse gas emission, when compared to beef, according to Thomas Jonas. He described this protein as a “protein platform.” Something that can be adapted to make a variety of meat or dairy replacement products.

But how does it taste? Fynd has been sampling all week, at a lounge for SXSW attendees outside the convention center. People eagerly consume small quarters of Fynd burgers and samples of chips and Fynd “cream cheese.”  I attended a brunch with a variety of Fynd products. There were sandwiches with Fynd patties (and “cheese” spread) as well as whipped Fynd “cheese” and berries.  They were good. I personally enjoyed the flavor and experience.

But the ramifications of this protein may stretch beyond the bounds of this planet. NASA is seeking “innovative and sustainable sources of food that can be easily produced with minimal resources.” Since “water is a precious resource in space…an ideal food source would require as little water as possible to nurture the food and to clean any materials used for cultivating.” If Fynd’s protein fits the bill, there is potential for this protein to be useful on the ISS (or other space ventures. Science that began in the hot springs of Yellowstone National Park may stretch into the stars.

For now, Nature’s Fynd will be selling their products at Whole Foods and other grocery retailers in the near future. The combination of NASA, nature, science and free snacks is another classic SXSW experience.

The post Fun With Fungi at SXSW 2022: Eating Yellowstone with help from NASA appeared first on Tech Trends.

Part of the experience of going to a good restaurant is being presented with lots of tempting choices. When faced with page upon page of delicious and intriguing descriptions, some of us fall back on trusty favourites (my husband will order a steak nine times out of ten) while others enjoy trying new things. If you’re anything like me, however, you’ll constantly drive your dining companions crazy by freezing with indecision like a deer in the headlights.

We can all relate to craning our necks over to peek at someone else’s plate in a restaurant, or kicking ourselves when our order arrives and you realize the person next to you got what you really wanted
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“Picture yourself eating it,” which one would be tastier? my husband would urge, impatient to order his steak already. But when gripped by indecision, it’s often hard to visualize things in any meaningful way, specially in restaurants that get all fancy and creative with their dish descriptions and presentation. We can probably all relate to craning our necks over to peek at someone else’s plate as it arrives, or kicking ourselves when the food arrives and you realize the person next to you got what you had really wanted all along. Upon such experiences many evenings are ruined.

Companies like Kabaq fill a gap in this emerging market by providing true-to-life presentation and dynamic storytelling
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This is why I got quite excited when I heard about a start-up called Kabaq, which is using AR to help you make your mind up, based on what a dish actually looks like, and their 3D renditions are so realistic that you can practically smell or taste them.

The Augmented Reality retail showcasing market is expected to show a 133% Compound Annual Growth Rate (CAGR) over the next five years, reaching $24.4B, according to the IDC
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Kabaq Co-Founder Alper Guler explains that for the past two years his team has been perfecting a proprietary process for creating hyper-realistic culinary models – one of the most difficult products to capture in 3D. They optimize the content for Augmented Reality, then manage and distributes it agnostically to all AR-supported platforms for their clients, which now include Dominos, Grubhub, Subway and Dunkin. You can even preview what your wedding cake would look like at Magnolia bakery.

CEO Mike Cadoux says 2018 has been a great year for AR, with Snapchat and Facebook enabling developers like them to push content on their platforms. “Our view numbers went from 20K to 1MM in a week. Looking into 2019, with Apple and Google starting to support Web based AR experiences, I believe we will see more useful AR experiences from brands soon. Augmented Reality continues to grow along a traditional path for new technologies – from initial uses like playful entertainment, to large scale integrations into everyday businesses, specifically advertising and retail showcasing,” he adds.

You can now preview your @magnoliabakery wedding cake in AR
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The Augmented Reality retail showcasing market is expected to show a 133% Compound Annual Growth Rate  (CAGR) over the next five years, reaching $24.4B, according to the IDC.  Companies like Google, Apple, Microsoft, Snapchat and Facebook are investing billions into the technology, and companies like Kabaq fill a gap in this emerging market by providing true-to-life presentation and dynamic storytelling. They are now also looking to scale their business into other verticals like fashion, luxury and consumer packaged goods.

This article was originally published on VRScout

Kabaq Helps You Settles On A Meal With Ultra-Realistic AR Menus via @alicebonasio https://t.co/pixiigLl9E pic.twitter.com/bNKgzeM6xf

— VRScout (@VRScout) February 16, 2019

For companies looking to get into Immersive technologies our VR Consultancy service offers comprehensive support in strategic deployment of Virtual, Augmented and Mixed Reality

Alice Bonasio is a VR Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio on Twitter.

The post Can You See Yourself Eating It? appeared first on Tech Trends.

Soylent lets you dodge those pesky food cravings.

We’ve all been there. As the long months of winter drag on, getting home after another long commute through the cold and the rain. You turn on the news, and switch it straight off, because Brexit is still not a bad dream after all. It’s ever so tempting to dial for that takeaway or reach for the comfort food, but it’s only January and you’re trying hard to be good.

As @Schwarzenegger will tell you, there is simply no magic pill where it comes to keeping fit
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As Arnold Schwarzenegger will tell you, there is simply no magic pill where it comes to keeping fit, but there are things that can help you stay on the right track. One of those things is not being hungry while making decisions about what to eat, and that’s where drinks like Soylent come in handy. It’s a ready-to-drink high protein concoction that has been specially designed to give you the nutrients you need while avoiding those pesky cravings.

There is no magic pill. There are no shortcuts. There are only reps, reps, reps. To be your best, you’re going to have to work your butt off. But we are here to help at @weareladder. Join us: https://t.co/O45VLvWEXt #lifeisaworkout #thereisnomagicpill pic.twitter.com/HsTAkDpIjy

— Arnold (@Schwarzenegger) January 3, 2019

I like it specially because it doesn’t need be refrigerated, so you can keep an emergency bottle in your bag or car for whenever the need arises. I took it with me on a massive road trip a while back and was pretty fine with not eating anything else, plus it’s available in a coffee blend that helped to keep me alert without resorting to energy drinks, most of which I can’t stand. As a bonus, it’s also a really environmentally-friendly product.

“Soylent has been developed with the planet in mind. A vegan and nut-free drink, it uses plant-based protein to ensure less water is utilized and less CO2 is produced compared to the process to source protein from livestock. The innovative drink design also reduces food waste – with a year-long shelf life from the manufacture and no need for refrigeration until opened, Soylent is able to stay fresh and tasting great for longer,” explained Andrew Thomas, VP of Brand Marketing for Soylent.

Soylent has been developed with the planet in mind. A vegan and nut-free drink, it uses plant-based protein to ensure less water is utilized and less CO2 is produced compared to the process to source protein from livestock
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Now Soylent announced a partnership with Endpoint team, supporting them in their campaign to become the first UK esports league team to reach the global top 30. Just a few days ago, the team competed in the ESL CS:GO Premiership Winter Finals, the world’s longest-running professional CS:GO league which they’ve dominated for the past two years and saw them pip top esports teams to the post in the Counterstrike tournament.

“Soylent was developed to help people dodge food voids, which is our way of describing those situations in which you make unwise food decisions you’ll likely regret. Food Voids are usually borne out of a lack of time to find a healthy meal, so it was a natural fit for us to help fuel the Endpoint’s success with our ready-to-drink meals, which contain the nutrition they need when training and competing,” says Thomas. “The Endpoint team is on the cusp of becoming one of the most successful esports teams in the UK, so this partnership was a no-brainer.”

Research conducted by Soylent in the UK  uncovered that almost a quarter of gamers skip one meal every day, especially when in the heat of (an online) battle or the midst of an epic quest. Currently Endpoint have a gaming house in the north of England which they use as a boot camping facility, and last year Soylent fuelled an Endpoint boot camp which took place 10 days before Insomnia Gaming Tournament 2018 in which the team championed.

It’s ever so tempting to dial for that takeaway or reach for the comfort food, but it’s only January and you’re trying hard to be good
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Research conducted by Soylent in the UK uncovered that almost a quarter of gamers skip one meal every day
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Soylent was originally developed in Silicon Valley and has been doing really well in the U.S. (In January it was the top grocery product on Amazon.com) being stocked by Walmart, 7-11, Kroger and other retail giants. You can now also order Soylent in the UK via Amazon priced at £39.00 for a case of 12 bottles (£3.25 per bottle).

Alice Bonasio is a VR and Digital Transformation Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio on Twitter.

The post Healthy High-Tech Fuel For Your New Year’s Resolutions appeared first on Tech Trends.

Few sectors have embraced technology in their marketing as well as the drinks industry and tequila makers Patrón are leading the way.

As Tech Trends highlighted last year, the drinks industry is at the forefront of new technology and is well aware of the opportunities MR and IoT offer when marketing lifestyle products. One company in particular, has been leading the way, Patrón, makers of excellent Tequila. They have been breaking new ground in beverage marketing for years now, so Tech Trends met up with their VP of Marketing Adrian Parker to find out what role technology plays in their company strategy.

The consumer journey is much more advanced now, so the modern marketer's toolkit has evolved to a plethora of exciting enhancements
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“Patrón prides itself in being a leader in its industry and that includes leveraging digital and mobile marketing.” Adrian explained. “We’re proud to work in the tech space and test new technologies that will enhance the consumer experience. We’re now able to educate our consumers on not just the bottle and the liquid, but the history and authenticity of the brand as well as its versatility. The consumer journey is so much more advanced than it was years ago so the modern marketers tool kit has really evolved to a plethora of so many cool, exciting enhancements as well. We can now leverage AR, AI enabled voice technology, virtual reality and more.”

In fact, they were amongst the first drinks companies to embrace 360 video and VR with The Art of Patrón Virtual Reality Experience in 2015 and continue to showcase this experience at marketing events today. The experience gives users a “bee’s eye view” of the Hacienda Patrón in Jalisco, Mexico and works in VR and modern browsers.

“Seeing how handcrafted the Patrón tequila-making process still is, it’s the greatest marketing asset we have—it’s also the least scalable,” says Adrian “Since we can’t bring millions of consumers to our working distillery in Mexico, VR created an opportunity for us to bring Mexico to them.”

The handcrafted process behind Patrón tequila-making is our greatest marketing asset. VR created an opportunity to bring Mexico to consumers
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The VR experience was a hefty investment on Patrón’s part. To create it, they hired an airline pilot to fly a drone outfitted with six GoPros through the Hacienda. Live action scenes were combined with computer animation, and, in total, the project took eight months and an onsite-crew of nearly 100 people to complete. Then, the company had to secure over 200 Samsung Gear VR goggles and 30,000 Google Cardboard kits to use at events around the world. But because the experience is also available online, Parker says that hundreds of thousands of consumers have been able to fly throughout the Hacienda—making VR a worthy investment in their eyes. As we discussed in 2017 mobile AR is the hot new tool in drinks marketing so I asked Adrian where Patrón’s AR vision come from and what are the benefits the brand has experienced using this technology?

“When Apple launched AR technology as part of their operating system, it made it accessible to the everyday user and provided an excellent opportunity for us to reach consumers in an innovative way like never before. The technology provides us with a critical platform to touch real people using how they are consuming their information. We are able to educate on our products in an impactful and digestible way that did not exist prior to this technology.”

When Apple launched AR technology as part of their operating system, it made it accessible to the everyday user and provided an excellent opportunity for us to reach consumers like never before
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Not content on resting on their laurels, Patrón have been working on their ARKit App to incorporate social sharing and a futuristic shopping function. Aside from the app’s educational component, teaching users more about the core Patrón line, users will be able to purchase products directly through the app via US site Reserve Bar.

“The new ARKit update features a new direct purchase capability where users can buy Patrón’s core line of tequila directly through the app via ReserveBar.com, which is a first for the technology. Users also now have the addition of a ‘photo booth on-the-go’ with themed frames that can be shared directly on social platforms such as Facebook, Twitter and Instagram.”

The new ARKit update features a new direct purchase capability where users can buy Patrón’s core line of tequila through the app
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Now, users of “The Patrón Experience” ARKit app can also send a virtual holiday card right from the app using holiday-themed frames, giving users the ability to have a photobooth on-the-go. The existing camera function has been enhanced with social media integration and a sharing feature, allowing users to share their images directly on social platforms, or save to their camera roll.

Their latest advance sees Patrón adding an action to Google Home, allowing users to “Ask Patron” and talk to Google Home as they would a bartender for cocktail suggestions and tips, gift recommendations, tequila facts and more from the comfort of their home.

Their latest advance adds an action to Google Home, allowing users to Ask Patron for cocktail suggestions and tips
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Patrón is on a journey powered by technology to reimagine how spirits consumers connect with their drinks and the people who make them
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Patrón also currently has this skill via Amazon Alexa and are launching a new skill on Amazon Echo Show, taking advantage of the new platform’s capabilities and featuring:

• An interactive touch display in ddition to the standard voice interaction
• Graphical elements complementing voice interaction (think Echo with a screen) featuring Patrón’s Limited-Edition 1 Liter Holiday Bottle
• The ability for users to find the perfect holiday gift based on their budget and drinking preference
• Helpful tips on how to perfect holiday cocktail-making skills (ex. How do I muddle?) and get Pro-Tip videos from world-class bartenders
• Users will be able to ask the Amazon Echo Show how to craft 400+ different cocktails using tequila

“Using Amazon Alexa Echo Show’s new interactive touch display and standard voice interaction, you begin using the skill by saying “Alexa, Ask Patrón.” Users can Ask Patrón any number of questions such as what cocktail they’ll enjoy based on type, flavor, occasion and ingredients available. Then, consumers can easily make the drink by watching the recipe and hearing and seeing the instructions. You can also learn about Patrón’s offerings and get cocktail-making tips from bartenders. Similar to our new ARKit app update, users can buy Patrón directly through the Echo Show. With the Google Home technology, Patrón officially added an action allowing users to “Ask Patron:” talk to Google Home just like you would a bartender for cocktail suggestions and tips, gift recommendations, tequila facts and more from the comfort of your own home. Very similar to the Alexa skill, but with another widely used technology.”

Users can Ask Patrón any number of questions such as what cocktail they’ll enjoy based on type, flavor, occasion and ingredients available
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So where does Adrian see tech taking customer engagement next?

“In the near future we’ll be physically interacting with our favorite Patrón bartender (bot-tender) as he scans the kitchen to recommend cocktails based on available ingredients. After he demonstrates how to make, shake and drink the cocktail, he’ll start a party playlist for your guests and order more tequila for next time. Patrón is on a journey to totally reimagine how spirits consumers connect with the products they drink and the people who make them, all powered by various technology.” Adrian concluded.

In future we’ll be interacting with our favorite Patrón bot-tender as it scans the kitchen to recommend cocktails based on available ingredients
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Cheers to that!

To find out how to leverage VR/AR/MR in your enterprise, Tech Trends offers bespoke Virtual Reality Consultancy support

Tom Atkinson is a Digital Producer & Photographer at R3Digital and Reviews & Dept. Editor at Tech Trends. Connect on LinkedIn and follow him on Twitter @R3Digital

The post Raising a glass to Technology appeared first on Tech Trends.

Brands are using immersive technologies to enhance user engagement and experience in interesting ways. We’ll drink to that! 

This is the age of experience, where consumers have come to expect more of everything. More engagement, more interaction and more effort from marketers. Traditional marketing methods such as poster campaigns on billboards or buses, TV advertising, embedded website ads and pre-play video clips like you see now on YouTube are decidedly outdated. These techniques only really work on a subliminal level, if that, because the truth is consumers have got very good at ignoring advertising. The game has changed to experience-based marketing, and that’s no bad thing

In the age of experience, consumers have come to expect much more of their favourite brands
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Immersive technologies such as Augmented Reality have the potential to break through those barriers by grabbing a consumer’s attention, engaging them directly and exclusively for minutes at a time, and giving them a rewarding and personalised experience with the brand.

AR has the advantage of being much more intuitive and frictionless than VR, as well as cheaper to produce, so it’s no wonder we’re seeing a lot of brands developing interesting content for it. The other thing that makes AR so attractive is that it’s mobile-based and consumers can easily engage with it on their own device in the palm of their hand, as opposed to having to deal with cables and HMDs, which are still cumbersome and still mostly tied to a particular venue. While VR can still have the effect of feeling isolating and shutting out the outside world, AR experiences are inherently social and shareable.

AR experiences are inherently social and shareable
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The intensely competitive drinks industry is at the forefront of AR marketing with big brands already reaping the benefits of this new technology. Big boys of the beer world Budweiser recently launched a very clever AR campaign. San Francisco-based digital agency Float Hybrid worked with sponsors Bud Light and select NFL teams to incorporate the feature into the NFL team apps. Watch the video below and read our review here.

Big brands already reaping the benefits of Augmented Reality Social Apps
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The Bud Light AR campaign was a triumph on multiple levels
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This Bud Light campaign was a triumph on multiple levels, it was literally frictionless as the AR app was embedded within the NFL’s team apps, which fans often already had downloaded to their devices. It was personal and social, using face-activated tech to put the fan directly into the experience and let them choose their preferred team colours and then share their experience straight to social media with the Budweiser branding embedded. This is a very elegant example of the power of AR to personally engage with your core customers and give them a memorable experience that they want to share.

London bar City Social launched a revolutionary AR cocktail menu this year called Mirage
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Upmarket London bar City Social is another example of the drinks industry successfully leveraging AR. Earlier this year they launched an Augmented Reality Cocktail Menu called Mirage, and last month I finally had a chance to try it out. The experience blew me away, and not just because of the strong – and expertly mixed – spirits on offer.

The Mirage experience blew me away, and not just because of the strong drink
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The Bar Manager Lukas Bulika walked me through the Mirage AR cocktail menu and explained how the AR experiences are activated on your mobile by the special coasters served with the drink of your choice. These coasters augment your tabletop into a range of creative animations that complement the style and ingredients of the specially conceived cocktails. Take a look at the video to see some of the inventive experiences on offer.

A range of creative animations complement the style and ingredients of each cocktail
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I got three cocktails into the menu and wanted to continue trying each different drink and its unique linked experience but at that point was a little too sozzled to be fair! They are rather strong tipples…

Augmenting the whole artisan cocktail experience like this was a huge success. The incredible, sky-high City tower location, stunning views, elegant decor, legendary cocktails and fantastic AR experiences come together to give customers so much more than a tasty drink in a nice bar. It elevates the overall experience and sets a new standard for a thrilling night out, which is what you want when paying for a premium experience, whether it’s a mixology cocktail or a gourmet meal.

Augmenting the whole artisan cocktail experience like this was a huge success
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Lukas was thrilled with the boost in patrons the Mirage menu had provided and plans to evolve and develop the concept going forwards using AR technology to help further define City Social the exclusive venue to go to.

Whisky fans were treated to an exclusive Mixed Reality HoloLens experience
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Macallan’s recent MR & AR campaign around its two 12-year-old whiskies is another excellent example of a big drinks brand getting stuck into the opportunities this bleeding edge tech offers to engage with and educate consumers about its products. Whisky fans were treated to an exclusive Mixed Reality HoloLens experience at Gallery 12, a Single-malt infused, mixed reality art exhibition, launched in New York this October to kick off whisky season.

Gallery 12 used Microsoft’s HoloLens technology to tell the story of The Macallan’s two 12-Year-Old whiskies, Sherry Oak 12 Years Old and Double Cask 12 Years Old, while immersing guests in a visual experience that combined whisky, storytelling, digital content and hologram technology.

Wearing Microsoft HoloLens headsets, visitors traveled through The Macallan’s legendary process to help visitors gain an understanding of the unique wood, natural colour, and flavour of each whisky.

The experience combined whisky, storytelling, digital content and hologram technology
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Alongside the exhibition, they released an AR app specifically designed for the newly released Apple iOS11 ARKit. Download the app and point your iPhone at a bottle of The Macallan 12 to launch an augmented journey narrated by brand ambassador Kieron Elliott.

Peer through virtual windows into forests of European and American Oak, learn about the distinct oak casks, generate swirling light ribbons that reflect the natural colours, and activate the distinctive flavours like cinnamon, fruit and honeycomb for each 12-year-old single-malt whisky expression.

The ARKit app lets users visualise the distinctive flavours in the whisky
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The possibilities to change the way brands market their products are clear but few have yet to fully explore the opportunities mobile AR marketing offers. We are on the brink of a boom in mobile AR marketing and a few key players in the drinks industry are already taking the lead, so it will be interesting to see what happens as more brands join them. It is vital that we realise that AR is not just a marketing tool but it also enhances the experience of the product itself as well as providing a social platform for communicating directly with customers. The possibilities are literally mind-blowing, and the potential rewards for brands are huge, so it wouldn’t be surprising if this ends up being the catalyst for a creative arms race.

Tech Trends offers Virtual Reality Consultancy Services that support businesses looking to adopt VR/AR/MR technologies into their strategy.

Tom Atkinson is a Digital Producer & Photographer at R3Digital and Reviews & Dept. Editor at Tech Trends. Follow him on Twitter @R3Digital

The post Cheers to the future of Mixed Reality appeared first on Tech Trends.

Tech Trends travels to the Basque Country to find out  how technology and science play a big role in gastronomic innovation. 

“The evolution of modern gastronomy brought radically different ideas and models which blended new technologies, techniques, and embraced entrepreneurship and the dialogue between traditional cooking, science and art,” explains Joxe Mari Aizega, Director of the Basque Culinary Center as we tour the impressive facilities near Bilbao, in the Spanish Basque Country region.

The Center – founded in 2009 – was conceived from the need for an institution to advance knowledge in gastronomy through an interdisciplinary approach. Their 4-year bachelor degree in Gastronomy and Culinary Arts – which covers cooking, service management, applied science and culture – is a prime example of this, as Aizega explains:

“We have been pioneers in giving this holistic education in gastronomy, and our students learn physics, chemistry, biology, nutrition, statistics, science, but all in a very applied way. We now understand that gastronomy is a value chain that goes from products to technology to tourism.”

Spain became the epicenter of a gastronomic revolution back in the 90s, a movement spearheaded not only by chefs such as Juan Mari Arzak, Ferran Adrià, Joan and Jordi Roca and Santi Santamaría. Adrià, founder of elBulli (arguably the worlds’ most lauded and innovative restaurant) agrees that cuisine is driven by science – encompassing everything from physics to biology, chemistry and psychology. Much of his work also explored how different ingredients work together in terms of sensory perception, and how your senses can effectively be manipulated to enhance your enjoyment of food.

Your senses can be manipulated to enhance your enjoyment of food
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Professor Charles Spence from Oxford University collaborated not only with Adrià, but also Heston Blumenthal (who wanted to create sounds that were semantically complementary to his food) on experiments that explored how perception can affect the flavor of food. His research has shown, for example, that serving food on spoons made from different materials changes how we think about it, and that a dessert consistently tasted sweeter when presented on a white plate as opposed to a black one.

Initiatives like Brainy Tongue now want to continue exploring this intersection between gastronomy and neuroscience. While scientists study the neural mechanisms underlying sensation and cognition, chefs explore these mechanisms to create enjoyable experiences.

The same dessert tasted sweeter when served on a different colour plate
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Adrià believes interdisciplinarity is crucial to the success of modern gastronomy, believing that creativity and talent only arise from a mash-up of science, the arts, philosophy and technology. He is so passionate about this concept, in fact, that a few years ago he closed his legendary restaurant, which had been many times voted best in the world, to start the elBulli Foundation – a center for innovation designed to rethink haute cuisine and marry it up with the latest digital technology.

This approach embraces openness aiming to share knowledge and create networks through which knowledge can be disseminated around the world. Which is why Adrià is also building a crowd sourced online database of crowd sourced gastronomic knowledge – La Bullipedia to use open data and visualization techniques to examine where innovation should occur next.

This all means big business – in Spain alone, the gastronomic value chain represents about 20% of its GDP – which explains the extremely high demand for places at the Basque Culinary Center. Aizega says they currently have around 550 full time students from 32 countries, with graduates consistently finding work in sectors as diverse as manufacturing, agriculture as well as hospitality.

In Spain the gastronomic value chain represents about 20% of its GDP
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3^rd year students can choose entrepreneurship as a specialization, and they have a chance to explore and grow their ideas through programs such as Culinary Action which seeks to foster the creation of an entrepreneurial ecosystem around gastronomic innovation through mechanisms like a dedicated incubator and accelerator.

“We accept very diverse types of entrepreneurs because we like the idea of very different companies from the value chain coming together,” Aizega explains, adding that the center also pursues a wide variety of collaborations with companies looking to test and refine their processes and products, as well as with other academic institutions around the world.

Diego Prado, an Associate Professor at the center, was keen to show me the result of one of those collaborations during our tour – a prototype nicknamed the ‘Fermentabot’ – which they have been working on with MIT’s Open Agriculture Group.

“It’s basically a very fancy sort of oven, with a lot of sensors, which is capable of creating its own micro-climate,” he explains.

The contraption is able to minutely adjust temperature, humidity, PH levels of oxygen and carbon dioxide, and electrical conductivity, and then monitor how ingredients react to these.

Since even small variations in factors such as temperature can drastically affect enzyme levels during processes such as fermentation, this sort of data gathering can prove incredibly useful to make food production more reliable, consistent, and resource-efficient without sacrificing flavor.

Quinoa, for example, has half the carbohydrate content and twice the protein of soy, so the center is working Bolivian restaurant Gustu (the latest enterprise from acclaimed chef and sustainability champion Claus Meyer) to develop a way of using it as a base for making products such as soy sauce and miso.

As he explains this, Prado brings out their latest batch of koji (the name given to the fungus used as a base in the process of brewing soy sauce and making miso). It does not look appetizing but actually smells really appetizing in spite of needing about 15 days further fermentation.

At the lab they also explore many surprising ways of curbing food waste
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At the lab, they also explore many surprising ways of curbing food waste, such as using vegetable peelings and old bread to make things like vinegar or mash for fermenting koji.

“The gastronomic sector can and must be part of the solution to achieving sustainability and food security. The more variety and quality we have, the more sustainable our production, the more significant will be the contribution of gastronomy in the social, cultural and economic development of society,” says Aizega.

This socially conscious gastronomy movement was pioneered by people like Carlo Petrini who created the Slow Food movement in Italy, and Danish chef René Redzepi – who sparked a worldwide passion for foraging for wild, native produce, through to Alice Waters and Dan Barber who championed the farm to fork movement in the US. Project Gastronomía is one of many initiatives that now capitalized on the movement’s momentum and uses food as a catalyst for change through knowledge sharing.

There is a growing trend around socially conscious gastronomy
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Practices such as destructive farming can threaten biodiversity, yet so can indifference, argues Mexican Chef Ricardo Muñoz Zurita, adding that by ensuring ingredients are valued, chefs can be among the best guardians of that biodiversity: “When we don’t value their taste and use them in our kitchens– we can be oblivious and indifferent to their destruction. It is only when they are on our table that we have an interest in keeping them alive.” For him, not understanding how a natural ingredient can be used is another form of extinction.

Another prominent figure in this growing band of chefs determined to preserve biodiversity is chef Leonor Espinosa, winner of the 2017 Basque Culinary World Prize, which recognizes projects that impact society ‘beyond the kitchen’. An economist by training, the celebrated Colombian chef promotes the sustainable use of local ingredients to combat climate change and support food security, taking a ‘whole food chain’ approach to her cooking.

“To understand Colombia’s national gastronomy,” says Espinosa, “you must begin by analyzing the relationship of its people with its ecosystems,” explains Espinosa, who now plans to use the 100,000 Euro Basque Culinary prize fund to support various local projects along the Nuquí Pacific coast.

Enabling indigenous populations to make a living from their local native produce is key to the success of her approach. Many of the traditional ingredients she uses at her Le Cocina y Cava restaurant are adopted from the indigenous, afro-descendant and peasant communities that she champions. Through her foundation Fundación Leo Espinosa (FUNLEO) she uses her knowledge to promote cultural and social development in indigenous and rural communities through culinary innovation.

The Basque Country's vibrant food culture is rooted in its land
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It isn’t surprising that the Basque Country is home to initiatives such as the Culinary World Prize and the Culinary Center, as well as some of the world’s most innovative chefs. The region’s vibrant food heritage is firmly rooted in a connection with its land and culture, explains Ivan Jimenez, Managing Director of the Bizkaia Talent Network.

I had the chance to experience this first-hand during a recent trip to Biscay, where we were lucky enough to not only be hosted by Jimenez at his Txoko (a typical gastronomic society where members share access to restaurant-like facilities and cook regularly for friends and family) but also visit a variety of restaurants that showcased the many different ways that connection could be explored, from the classic Yandiola to the rustically traditional Baserri Maitea to the bold Japanese-Spanish fusion of Kuma, there were many expressions of creativity and innovation through food.

Yet the best example that embodied all these ideas was the recently opened ENEKO restaurant. Located just below the world-famous Azurmendi, this is the latest venture of Eneko Atxa, who was the youngest chef at the time to receive 3 Michelin stars. There is a strong focus on sustainability (Azurmendi was named the most sustainable restaurant in the world), as well as an emphasis on working with local farmers to source local ingredients.

Our impressive 9-course tasting menu managed to harken to traditional Basque cuisine roots while also showcasing a wide variety of modern flavors and techniques, all wrapped up in a carefully curated experience where every aspect of presentation – such as pouring liquid nitrogen on a fresh red rose so that we could smell the flower’s aroma as we ate our dessert – was carefully considered to complement the food.

Our menu was a blend of traditional and innovative elements
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Everything was prepared in front of us in the open kitchen, a concept called Sutan which in Basque means “by fire.” This idea has become rather fashionable in restaurants around the world, but after talking to Jimenez and seeing the pride and happiness he took in cooking and eating with guests at his Txoko, it becomes clear that in places like Eneko this goes well beyond a gimmick. It’s an antidote to the outdated idea that the genius of gastronomy comes down to some sort of “secret recipe.”

Producing innovative food in sustainable way is a collaborative effort
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Instead, the most innovative chefs nowadays recognise that producing outstanding and authentic food in sustainable and consistent way is a collaborative effort that thrives on knowledge sharing. And like the best technology, understanding what makes it work doesn’t take anything away from the magic of the experience.

The Science of Food Hacking https://t.co/cI25l4gAIe via @HuffPostBlog

— Alice Bonasio (@alicebonasio) October 17, 2017

This article was originally published on the Huffington Post

To find out how to leverage VR/AR/MR in your enterprise, Tech Trends offers bespoke Virtual Reality Consultancy support

Alice Bonasio is a VR Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio and @techtrends_tech on Twitter.

The post How Hacking can be Delicious appeared first on Tech Trends.

A London bar is using AR technology to infuse its new cocktail menu with a shot of artistic imagery.

MIRAGE is billed as the world’s first drinkable tech menu. It was 18 months in the making and involved the development of a purpose-built Augmented Reality app created by Mustard Designs which was unveiled at Jason Atherton’s City Social Michelin-starred restaurant and bar this month.

#miragecocktails is billed as the world's first drinkable tech menu
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“Once the app is pointed in the direction of the drink, the augmented reality technology comes into play, transforming the guest’s perception of the cocktail and bringing their surroundings to vivid life,” explains Atherton

Inspired by an eclectic range of artists from Banksy to Van Gogh, the idea is to turn each of the 12 serves on offer into an interactive art experience. The menu was put together by Jamie Jones and Tim Laferla, well-known names in the trendy bar scene. The carefully designed recipes deploy a varied selection of techniques and flavour profiles and use premium spirits from companies like Pernod Ricard, Diageo, William Chase and G’Vine.

Cocktail recipes are inspired by different artists, from Banksy to Van Gogh
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Dogstone Brew takes its inspiration from the Victorian era, blending Hendrick’s Gin, port, bergamot, black tea split milk and orchid root to create a clarified milk punch cocktail with floral notes and a long finish. The accompanying AR imagery then complement that theme with some floating Victoriana-style balloons that look rather Monty Python-esque.

Sashay is a nod to the iconic Art Nouveau posters of the late 1800 and early 1900s, featuring a woman reclining in a chaise longue to go with the heady blend of Perrier Jouët Belle Époque Champagne, Japanese plum wine, jasmine and liquorice.

Sashay is a nod to the iconic Art Nouveau posters of the late 1800s
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Impressionism fans might want to sample the Van Gogh-themed Wheatfields with Fizz: a mix of Ketel One Vodka, elderflower, bee pollen, lager and egg white to be experienced alongside the master’s paintings ‘Starry Night’, ‘Wheatfields with Crows’ and ‘View of Arles’.

Impressionism fans might want to sample the Van Gogh-themed Wheatfields with Fizz:
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Located on the 24^th floor of Tower 42 – one of the iconic City of London skyscrapers –City Social was opened in 2014, and the restaurant headed by chef Paul Walsh was awarded a Michelin star in 2015.

“Jamie and I want our drinks to be amongst the world’s best and we hope this will really put us on the map,” says Atherton. “We are treating our approach to drinks across the group as seriously as we do our food to ensure quality and creativity shine through.”

#miragecocktails is another example of how brands are exploring Augmented Reality to create immersive, multi-sensory experiences for their users. For those looking for guidance on how to do this, Tech Trends also offers Virtual Reality consultancy services.

#miragecocktails is another example of how brands are exploring Augmented Reality to create immersive, multi-sensory experiences
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For companies looking to gain a competitive edge through technology, Tech Trends offers strategic Virtual Reality and Digital Transformation Consultancy services tailored to your brand.

Alice Bonasio is a VR and Digital Transformation Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio on Twitter.

The post Drinking Up Augmented Reality appeared first on Tech Trends.

“Branded content is like the golden pot at the end of the rainbow: nobody knows if it truly exists, but it sounds so beautiful,” says Nicolas Alcala, CEO and director of creativity at Future Lighthouse.

The studio, which has offices in Los Angeles and Madrid, specialises in VR narrative and fiction, and is one of an emerging breed that operates at the crossroads of storytelling and technology. In addition to working with big brands such as Sony Entertainment and Fly Emirates, they have produced original VR content that has been screened at a variety of film festivals such as Raindance.

Branded content is like the golden pot at the end of the VR rainbow
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Now, their latest commercial campaign – BeefeaterXO – has also been nominated for a Tribeca X Award (one of only 10 finalists for the prize that recognises the best in branded storytelling at the intersection of advertising and entertainment), the first and only VR piece to have achieved this accolade.

BeefeaterXO takes viewers on an immersive journey inside the mind of culinary genius, Dabiz Muñoz, the youngest chef to achieve 3 Michelin stars. The 6-minute interactive experience allows viewers to visit Muñoz’s mythical interpretation of the cities of Mumbai, Venice, Bangkok, and London, all the while surrounded by enchanting sirens, fighting Cyclopes and fantastical creatures inspired by Ulysses’ Odyssey.

BeefeaterXO takes viewers on an immersive journey inside the mind of culinary genius, Dabiz Muñoz
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The immersive experience employed over 50 actors and 60 technical and creative staff
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The immersive experience employs over 50 actors and 60 technical and creative staff, took 5 days to shoot, and a staggering 4,000 hours of post-production to bring everything together.

In 10 weeks the VR Beefeater experience attracted more than 20 million downloads
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Beefeater committed a significant portion of its Q1 online spend into creating, launching and implementing the initiative, and the investment seems to have paid off in a big way. During the ten weeks it ran, the campaign attracted more than 20 million views and 75,000 interactions, as well as tens of thousands of downloads. Impressive metrics by any standard, especially for such a new medium as VR.

This campaign is helping brand and marketing professionals understand the power for VR in brand building,” says Raquel Alonso Movilla, senior brand manager of Beefeater. “BeefeaterXO is an integrated transmedia campaign designed to engage with people’s hearts; we wanted to transcend the common storytelling and create a real experience,” she explains

Alcala adds that such content is disrupting the advertising and marketing industry through cutting-edge virtual reality storytelling, and sees huge potential for brands to leverage the new medium creatively.

“It’s one of those moments in history when a brand decides to set a new standard and change how things are done,” said Nicolas. “It’s engagement and creativity taken to the next level, creating a new story world for the brand along with top level artists.”

The campaign was produced and created by Future Lighthouse with the help of VFX Entropy Studio and La Despensa advertising agency and was directed by NYSU. It is available for Oculus, Steam, Gear VR and in-app version for iOS and Android.

Looking to make an impact in VR/AR/MR? Get in touch about our Virtual Reality Consultancy services and see how this exciting technology can be integrated into your customer engagement strategy.

The post How Big Brands are Engaging Consumers with VR appeared first on Tech Trends.

Many of us enjoy a tipple, and if you’re partial to a glass of wine or two it might interest you to find out – as I did recently – that it was the first liquid to be drunk on the moon.

Astronaut Buzz Aldrin says he sipped some wine before he stepped out onto the lunar surface in 1969 with Neil Armstrong. He also says it was part of taking communion, so far be it from us to cast cast doubt on his motives.

Wine is big business; There are even specialist university courses dedicated to areas such as Wine Tourism like the one offered by the aptly named . But for those without the means to travel the world in search of the finest vintages, the idea of getting that sort of experience virtually is an interesting proposition.

The Burgundy Wine School in France now offers a Wine Tourism course

That’s what Found Studio has tried to do with its Virtual Vines multi-sensory experience which debuted last year.

Touted as “an innovative new approach to wine tasting” it was developed in partnership with the famous Brancott Estate in New Zealand (for those in the know, they were the original Malborough Sauvignon Blanc makers, starting out over 40 years ago).

“We believe no other wine brand has used true VR and multi-sensory elements to create such an all-encompassing wine tasting experience,” says Toni Ingram, Head of Marketing, Wines and Champagnes at Pernod Ricard.

Combining real-time 3D animation and storytelling, the experience – which toured several festivals over the course of last summer – transported multiple simultaneous guests straight to those New Zealand vineyards from its Red Shed pop-up.

This innovative approach to wine tasting was developed in partnership with the Brancott Estate in New Zealand
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The Found team created an experiential tasting concept by incorporating sensory elements
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From witnessing the birth of Marlborough as a wine region to feeling the wind on their faces as they walk through the vineyards, this is a wine industry first that starts to explore the potential of VR to enhance real-world experiences and sensations. The Found team created this experiential tasting concept by incorporating sensory elements including the use of Arduino to create interactive electronic objects and immersive theatre techniques to bring a heightened VR experience to the user. Visitors to the Shed experienced seasons changing, grapes flourishing and scents to stimulate their tastebuds in preparation for the real wine tasting which followed afterwards.

“We’re very excited to be working with Brancott Estate on this VR experience. Being able to experiment with new interactive techniques and narration on this project has meant we’ve been able to bring to life the brand’s incredible story and heritage in an innovative and unexpected way,” said Found Studio Creative Director Marcus Moresby.

You can check out the video below, and although we’re not yet at a stage where those multi-sensory experiences can be delivered to every consumer via the Internet, perhaps having a nice glass of wine at your elbow while watching it will improve things. I find it usually does.

Visitors to the Shed experienced seasons changing, grapes flourishing and scents
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Brancott Estate – VR CaseStudy – Found Studio from Marcus Moresby on Vimeo.

To find out how to leverage VR/AR/MR in your enterprise, Tech Trends offers bespoke Virtual Reality Consultancy support

Alice Bonasio is a VR Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio and @techtrends_tech on Twitter.

The post Virtual Vines: Are Virtual Wines Next? appeared first on Tech Trends.

Since the entire United Kingdom seems unable to focus on anything else but the future of the country’s most beloved TV show, I thought it was one of those “If you can’t beat them, join them” moments.

Will 3-D printing make for a stress-free #bakeoff future?
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For the record, I enjoy baking as much as the next person, but stop short of believing that the move of said TV show (The Great British Bake-Off in case you’re one of those unenlightened individuals who have no idea what I’m going on about) from one TV Channel to another constitutes the end of civilisation as we know it.

But baking is an interesting activity to bring tech into, actually, because it’s one of those things that a lot of people find both relaxing and stressful in equal measures. And there is a lot of debate around what constitutes “cheating”.

Baking is an interesting activity to bring tech into
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So when I got an invite to a demo of a Food Printer prototype that promised to produce pizzas, cookies, macaroons, chocolate and icing decorations I was intrigued to see what those would look like.

This food printing prototype can make pizzas, cookies and macaroons
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XYZ is one of the largest 3D Printing manufacturers out there, but this is their first foray into the food market. It brings, as one might expect, some considerable challenges.

First of all, the printer requires you to carefully mix your icing /dough/batter and load it into cartridges. Once that’s done, you’re able to use their software to turn any image into 3D shapes, but realistically this only works well with fairly uncomplicated designs. The Union Jack one came out quite well, although it took a considerable amount of time to churn out.

The creations then have to, of course, be baked separately, so realistically you are going to spend a lot more time and effort than it’s worth at this stage to get your cookie fix, but there’s a certain Jetsons-like appeal to the idea of doing it this way. Much like drone technology, it might all seem pointlessly convoluted and expensive right now, but things are advancing rapidly, and we’ll probably live to see the day where these things actually make it to our kitchen counter in one form or another.

we’ll probably live to see the day where these things makes it to our kitchen counter in some form
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At which point you might very well be sending your smart 3D printer a text on the way home to let it know to have a pizza and some cookies waiting. In the meantime, best take a leaf from Mary Berry’s book and get your baking mitts on.

The post Great British Print-Off? appeared first on Tech Trends.