Will we still be consuming food functionally in the future?

Challenge, context & objectives

Coffee without caffeine, Meat without eating actual meat. Slowly and surely the things we consume become less about what they contain nutritionally, but what they represent. How will our food look like within 50 years?

Insights & strategy

To look around and perceive the things people call their possession, is to also, recognize the ‘dream’ or ‘idea’ these material things represent in our capitalist society, be it consciously or sub-consciously,

Bringing the strategy & idea to life

When shifting the gaze to food consumption the same can be said. Yet here most of us don’t want the ‘product or thing’. We want a substitute of the ‘product or thing’ deprived of its essential feature. So what could this mean for the future? Will we still be consuming food functionally, like we have always done? Or will food and our relation to it be slowly reduced to the one we have with the objects we want to posses?

The results

Merely The Idea of Food.