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The Future Consumer Lab

© Alastair Philip Wiper

The Univeristy of Copenhagen's new Future Consumer Lab is all about the future of food. What do we like, why do we like it, when do we like it and where do we like it? Through a series of experiments the lab aims to answer these questions and more. The sci-fi rooms are designed to remove exterior sensory stimulus so that the researchers can either test our reactions to foods and flavours without emotional baggage, or, though the use of virtual reality and other techniques, place us in another world and see how we like the taste then. The participant could be enjoying her classic Danish lunch in a restaurant in the south of France, surrounded by waiters in black tie, with the sun shining through the window and the sound of the sea lapping at the shore - or she could be at the top of a mountain, surrounded by skiers.


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