Dear readers, in several of my previous articles, I discussed innovative approaches that can be applied to the food and beverage industry. In this month's article, I will talk about hyperreality technologies, a concept that has limited applications in Turkey but is relatively new and rarely used globally.
For some time, I have been working on hyperreality with my doctoral student. We recently presented the scientific findings of our research at an international conference. Drawing from our scientific work, I will aim to explain the concept clearly and simply.
What is Hyperreality?
Before explaining hyperreality technologies, it is essential to clarify what hyperreality means. Many of you are probably familiar with the movie The Matrix. In the film, all the people living within the matrix were inside a simulation without being aware of it. Although The Matrix does not fully explain hyperreality, it is a good example to help visualize the concept. The term hyperreality was first introduced by French philosopher and sociologist Jean Baudrillard. According to Baudrillard, hyperreality is a phenomenon in technologically advanced postmodern societies where human consciousness can no longer distinguish between simulation and reality. Simply put, hyperreality is the state where the difference between reality and its copy disappears.
Examples of Hyperreality
The first example I would like to share is the Lascaux Cave and its simulation, Lascaux II. The Lascaux Cave, located in southwestern France, dates back to the Upper Paleolithic period (estimated between 17,000 and 15,000 BCE) and contains over 600 animal paintings and 1,400 engravings. The cave, discovered by four children in 1940, was opened to the public in 1948 but closed in 1963 due to algae growth on the walls. In 1983, a replica cave called Lascaux II was built just 200 meters from the original site. Another notable example is Disneyland, which creates a hyperreal world by miniaturizing and simulating American culture into an immersive theme park experience.
Hyperreality Technologies in the Food and Beverage Industry
Hyperreality technologies have the potential to radically change our perception of reality. Technologies such as social media, augmented reality (AR), virtual reality (VR), and more have begun to influence every aspect of our daily lives through personalized experiences. I believe that hyperreality technologies will become strategically important for the food and beverage industry. With well-designed strategic planning, technological investments, and proper training, these technologies can empower businesses to innovate and provide deeper, more immersive customer experiences. However, the full potential of hyperreality in the food and beverage sector has not yet been fully understood. To benefit from these technologies, the industry must overcome challenges such as infrastructure, cost, cultural norms, and traditions.
Baudrillard argued that technological advancements could simulate reality to the point where it becomes indistinguishable from the real world. When we apply this concept to the food and beverage industry, we can assert that symbols representing tangible and intangible aspects of dining experiences could replace reality itself.
Examples of Hyperreality Technologies in the Food and Beverage Industry:
Historically, food and beverage venues were simply places to eat. Today, they also serve as status symbols, markers of prestige, and centers for social experiences. This shift has led to the transformation of some restaurants into culinary laboratories, as seen in Chef Heston Blumenthal’s "The Fat Duck" restaurant, Chef Ferran Adrià’s legendary "El Bulli", which closed in 2011 You may wonder, "If the future of dining is in this direction, why did El Bulli close?" In my opinion, the industry was not yet ready for such radical innovations at that time. Despite its closure, El Bulli later became a pioneering foundation for culinary innovation, providing inspiration for future gastronomy trends.
In food and beverage businesses, atmosphere plays a critical role in terms of guest perception and business performance. The design of the space, music, lighting and service quality, in short, the ambiance, creates emotional effects on guests and affects their purchasing decisions. One of the best examples of businesses that use hyperreality technologies in today's restaurants is Vampire Cafe.
Vampir Cafe
It is a hyperreal restaurant in Tokyo that offers a surreal escape into a fantasy world with a vampire theme. The restaurant’s decor is designed in a gothic style, featuring eerie coffins, red upholstery, and black furniture to match the theme. Additionally, meals are served by waiters dressed in vampire costumes, accompanied by spooky music.
Sublimotion Ibiza
It is a restaurant in Spain that offers a virtual and dynamic environment. At Sublimotion, meals are presented through immersive storytelling, enhanced by augmented reality (AR), virtual reality (VR), and projection mapping technologies, accompanied by captivating holograms. In this way, the restaurant merges fine dining with cutting-edge technology, providing guests with a hyperreal, multi-sensory experience.
Let’s move on to our final example from China.
Paul Pairet'in Ultraviolet’i
Paul Pairet's Ultraviolet is a restaurant opened by French chef Paul Pairet in Shanghai, China, which, despite having only one table, has earned three Michelin stars. The restaurant employs a multi-sensory technology that integrates video projections, scent diffusers, sound effects, and special lighting. By pairing unique visuals with the flavors of each dish, Ultraviolet creates a distinctive ambiance that enhances guests' tasting experience, offering them sensory depth and an unforgettable journey. In essence, what happens at Ultraviolet is an immersive culinary journey that uses hyperreality technologies to heighten the perception of flavor.
In conclusion, it seems that in the future, hyperreality technologies and concepts will transform dining experiences into multi-sensory, dynamic, immersive, and unforgettable events.
Stay well…
Assoc. Prof. Murat Doğan
