6.11.2017 Concept workshop 3: Establish the concept-The importance of context and experience

School of Culinary Arts, Umeå University. In the third workshop for concept development the participants discussed and learned more about how the surroundings affects consumers experience of the product and brand. One important part of the workshop was the ideas of development of context. All food and beverage that we consume is consumes in a context that affect our experience of the what we eat or drink. Through the workshop we wanted to help the participants to focus on the context that surrounds their product and if this context can be developed to give the consumer a better experience.

The ideas that we got from workshop 2 were used and filtrated once again through the knowledge of concept and context to really find the most innovative and creative ideas to make as concrete as possible.

To give us inspiration and help along the way Jörgen Engdahl shared his experience from the idea of concept to his business the restaurant Hunger & Törst.