G & M Heritage Trail

Guided Walking Tour    |    Project Duration: 8 months    |    MA Final year project

Borough Market on a saturday afternoon

A guided walking tour speculating on our present and future relationship with food.


The G&M Heritage Trail is a multi-sensory experience for the disappointed visitors at Borough Market on Sundays (when the market is shut). Borough Market is the oldest food market in London, attracting hundreds of visitors daily.
 

The walk is set in the year 2070 that shows the visitors a glimpse of the dystopian future we might face if we continue with our current food consuming and growing practices.

 

The aim of the project is to inform people about the possible future so that they can make conscious decisions today, especially in terms of food.
 

G&M, Greg & Molly's a fictitious food company, has sponsored the walk to promote their new range of 3D printed food "foodprint Flavours". Valentina and Sandrine, the tour guides take the audience around the market touching on topics like the market's past, real and artificial food. They share 3D printed food samples and secretly manage to give people a taste of real food, which is a rarity in 2070.

 

Using design fiction or Futurescaping method I have speculated about the future of food with Borough Market at the centre. 

Click on the images to enlarge them.

Weekdays at Borough Market
Weekdays at Borough Market

Borough Market is a haphazard collection of 4-5 areas that sell vegetables, fruits, meat, hot food, bakery, etc. A visit to the market during the week is a complete sensory riot.

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Sundays at Borough Market
Sundays at Borough Market

On Sundays the most important factor leading to the disappointment was the lack of food, to see, to smell and to eat.

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Greg & Molly’s
Greg & Molly’s

A fictitious food company has sponsored the walk to promote their new range of 3D printed food “foodprint Flavours”.

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Past, present and future
Past, present and future

Futurscaping: Drawing from the predictions made by experts, the history of the Market and utilizing some familiar events and situations I speculated about the future.

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The trail
The trail

A trail was conducted at Borough Market with 20 participants.

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Map
Map

A map of Borough Market and the trail

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Follow me!
Follow me!

Visitors during the heritage trail on 19th April 2015

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3D printed food!
3D printed food!

Visitors get the first taste of 3D printed food. They obviously aren't very impressed!

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Second time
Second time

The second time they are offered G&M's 3D printed food, people try to avoid it or share it.

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Real food!
Real food!

Sandrine shows the crowd a strawberry which will be a rarity by 2070. People are confused.

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Relief!
Relief!

After eating the tasteless 3D printed crackers the strawberries are refreshing!

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Questions!
Questions!

The trail ends with a QR code.

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Research
Concept development
Futurescaping
Mapping
Content generation
Script writing
Execution