Jellymongers Bompas and Parr’s latest experiment is that with a pod that measures, analyzes, and then displays the different levels of pleasure experienced by the human body on eat having an ice-cream. The Magnum Infinity Pleasure Pod made by ice-cream makers Magnum, first displayed in Italy and most recently in London, is the answer you get when you ask the questions “Our surroundings can impact our experience of what we eat; but what if what we eat has the power to change our surroundings?
Food architects along with installation artists Bompas and Parr answered this question by presenting a futuristic pod – the first bio-responsive food installation – as a pathway toward further exploration into food, perception and experience. Bompas who is thrilled about the project says, “It’s effectively a mirror of you eating, but one that gives you constant information that you can see on-screen,” Bompas says. “It’s quite beautiful as well.” By tracking reactions such as pulse, heartbeat, skin elasticity, skin tension, swallow reaction and basic facial expressions and turning them into a code that is analyzed, the Infinity Pod generates a digital artwork that is finally projected onto the pod’s inside walls in a shifting kaleidoscope of form and color.
Collaborating with Dr Ben Seymour of London’s The Wellcome Trust – center for neuroimaging, and after 6 months of research of understanding the pleasure perception of the brain, the drill is quite simple – Participants are given a magnum ice-cream and then asked to step inside the pod, where they can watch their biological reaction to the experience projected around them in a digital animation. Actress Kelly Brook was one of the first people to experience the pod at the launch of the magnum shop in London Mall Westfield Stratford City.
Sam Bompas said: “The Magnum Infinity Pleasure Pod has been our greatest adventure yet. It represents the world’s first bio-responsive food installation. At Bompas & Parr, we try to get people to think hard about what they put in their mouths. Creating the Magnum Infinity Pleasure Pod is the ultimate realisation of this. The act of eating itself generates a unique artwork.”