Developed as a Master's Final Project, this proposal presents a studio specialising in gastronomic experiences for brands, where design, culture and storytelling come together to transform the way companies connect with their audiences.
Caldo de Ojo
IED Kunsthal Bilbao - Student: Alejandra García
Academic year
2025-2026
Brands are no longer focused solely on selling products—they aim to create memorable experiences. This project explores how gastronomy can become a language that communicates identity, evokes emotion, and builds lasting connections.
Caldo de Ojo, a project by Alejandra García Olaya developed as part of the Master's in Food Design, begins with a simple question: What does your brand taste like? From this idea, the project proposes a studio dedicated to creating conceptual, bespoke and ephemeral gastronomic experiences for contemporary brands.
The proposal is rooted in the context of the Experience Economy, where younger generations increasingly value experiences over material possessions. In this landscape, gastronomy becomes a powerful communication tool, capable of engaging the senses, creating lasting memories and expressing a brand's identity in a tangible way.
The project positions Food Design at the intersection of design, art, culture and gastronomy. Its goal is to create experiences that inspire emotion, foster differentiation and build meaningful connections with people.
Through this proposal, Food Design is presented as a discipline with the potential to expand branding strategies, turning every gastronomic experience into an opportunity for brands to tell their story in a unique and memorable way.
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