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Ferran Adrià: Auditing creative processes


‘Ferran Adrià. Auditing the creative process’ is not a culinary exhibition but a journey on which visitors can plunge into the creative universe of the chef and his team in a space of almost 1000 m2 dedicated to the study of his creative process and the interpretation of the elBulli model. Its aim is to surprise visitors and invite them to reflect on their own creative profile. From large murals to hundreds of drawings done by Adrià himself, along with emblematic objects and tools from what was the world’s best restaurant, and even a recreation of the restaurant and the kitchen where the 1846 dishes that make up the history of this inimitable restaurant were prepared. Its success was based on constant renovation and innovative and creative guidelines, characteristics that made it into a worldwide benchmark, and not just in the world of cuisine.

It should be a universal guide, one that could be used by butchers, writers, IT technicians, comedians, publicists, teachers, etc. It should be a manual for everyone, simple enough for a child, that would encourage us to experiment, to share it and to enrich it. Ferran Adrià claims that such a manual can be written. He calls it a map—the creative process map.

In order to understand where this map came from, one must travel deep into the heart of his restaurant, elBulli. 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. Discussions were held with other creative fields: industrial design, graphic design, chemistry, physics, architecture, painting, photography, philosophy, sculpting, music, and so on.

The exhibition features captivating audiovisual projections and animations that help dissect and interpret this creative universe and invite the visitor into the chef’s mind.

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.

ElBulli worked shoulder-to-shoulder with the R&D departments of some of the world's most important companies, from PepsiCo to Nestle, Damm to Telefónica, and many more.

The outcome of elBulli's methodology soon began to draw the attention of the major business schools. And so, the “elBulli Case” was born, which today is the object of study at the likes of Harvard, Columbia, Berkeley, Stanford, ESADE, IESE, and MIT.

But travelling back to July 2011, Ferran decided to turn a new leaf and, much to everybody's surprise, he closed elBulli.

This exhibition at Fundación Espacio Telefónica in Madrid is fully accessible for wheelchair and mobility scooter users. Plan and make this unique activity with Accessible Madrid when you travel to Madrid. Hire an electric scooter at Accessible Madrid . This company offers home delivery service for electric scooter rentals in Madrid. If you are a disabled traveler, and you will be visiting Madrid, Madrid contact Accessible Madrid (www.accessiblemadrid.com). We are happy to help you with your accessible holidays in Madrid. Try our wide range of accessible services (transfers adapted van, accessible tours in Madrid, etc). We also offer accessible tours and excursions to Toledo, Segovia, El Escorial, Aranjuez, etc, always departing from Madrid.

We hope you find these tips helpful. Accessible Madrid offers a professional and specialized service on electric mobility scooters sales

Ferran Adrià: Auditing creative processes at Espacio Fundación Telefónica
From October 29, 2014 – February 15, 2015
Gran Vía, 28, Calle Fuencarral access, 3, 28004, Madrid

For more information and booking:
+34 915226645