Immersive dining experiences
Janina Schaffrath knows the secret ingredient to making an experience stand out sometimes requires a little flavouring. Read her insights on how she’s leading BRS to make dining experiences to be truly unforgettable.
by Janina Schaffrath
Credits ©
Photography -Claudia Greco, Marcel Schwickerath
For businesses, creating memorable experiences is crucial, especially in the food and event industry. Why is it so important to tap into food and flavour?
Food is deeply connected to emotions and memories, which is why we focus on stimulating all the senses through neuro-marketing, a strategy that taps into the brain’s response to sensory stimuli. The visual appeal of beautifully presented dishes, combined with the enticing aromas of fresh ingredients, immediately captivates guests and triggers positive memories. For instance, the smell of fresh bread can evoke feelings of comfort and nostalgia.
What are some ways to make a dining experience immersive?
By carefully curating the environment, using complementary colours, lighting, and textures, we enhance the emotional impact of the dining experience. Warm lighting can make food appear fresher, while the right background music adds depth, making each bite feel more indulgent and immersive. This harmonious blend of sensory elements ensures that guests not only enjoy the food but also leave with a lasting emotional connection to the experience.
How does BRS make a typical dining experience different?
We transform passive dining into an interactive journey. At our Studio, we pride ourselves on creating immersive environments that encourage active participation. By using elements like LED wristbands, volumetric lighting, and other interactive installations, we craft a narrative that guests become a part of, not just spectators.
Our approach to event design, which we refer to as “breadcrumbs,” provides subtle clues and interactive touchpoints that guide guests through the experience. We make sure that each element contributes to a cohesive story, inviting attendees to explore, engage, and connect with the event on a deeper level. Whether it’s the crunch of fresh produce or the smoothness of decadent chocolate, the tactile aspects of food also play a critical role in building these lasting memories.
