Ferran Adrià. Auditing the Creative Process.

28/10/2014
Ferran Adrià. Auditing the Creative Process.
[VIDEO] Fundación Telefónica [MAD] Spain. 29.10 > 1.03.2015
metalocus, JOSÉ JUAN BARBA.
The Exhibition called ‘Auditing the Creative Process’ will open its doors on 29 October to 1 March. Fundación Telefónica presents Ferran Adrià's first exhibition on creativity. Almost 1000 m² dedicated to reflecting on the creative process and the interpretation of the elBulli model, and which seek to surprise the visitor and invite them to create and define their own creative profile. For 25 years, from 1987 to 2011, the team at the restaurant in Cala Montjoi worked relentlessly with the aim of making the language of cuisine evolve and find its own essence, always seeking to be as disruptive as possible.

Be warned not to expect an exhibition on cooking.

 

Creative DNA, D-coding, disruptive methodologies, creative auditing, etc. These are the terms that are now on the lips of Ferran and his team, with this new project that stands as the first exhibition ever on creative processes. The key: sharing, comparing and learning about the different paths that lead to innovation.

To understand this change in Adrià's career we need to go back to 1987, when during a stage Adrià did on the Côte d'Azur, the great French chef, Jacques Maximin told him that "creativity means not copying". That sentence was the the start of a revolutionary change in the kitchen of elBulli. Adrià left the recipe books behind and went down his own path, which changed the way cooking is understood and tasted. Since then, Adrià started to question the established limits. Why can't ice cream be hot? Who said you can't mix sweet and savoury? Out of this came the image that was chosen to represent the exhibition, a drawing he did of the word WHY?

The map of the creative process: the guide to the exhibition...read more