AUDITING THE CREATIVE PROCESS

Inaugurated in October 2014, this is an exhibition about the leaders, resources, the creative team culture, the process, and all the elements that enabled elBullirestaurant to develop and maintain a disruptive and innovative creative system for over two decades. This is the story of the creative system of elBullirestaurant, now the seed of LABulligrafía.

Auditing the Creative Process was not solely a gastronomic exhibition, but rather a tour in which the visitor was immersed in the creative universe of Ferran Adrià. Housed in an exhibition space of almost 1,000 m², the exhibition is dedicated to unravelling the creative process and interpreting the model of elBulli, inviting visitors to reflect on their own creative profile.

A multidisciplinary team worked for more than a year to mount this exhibition, under the coordination of Ferran Adrià and a team from Fundación Telefónica. Maps were created for the exhibition by Bestiario, a company specialised in data visualisation; the design of the exhibition was by Olga Subirós; publicists Toni Segarra and Jorge Martínez carried out a creative ad campaign, and the exhibition website by Mario Tascón (Prodigioso Volcán) which, in addition to exhibition info, invited the public to consider what creative processes involve through interviews and culinary challenges made via social networks. Moreover, the educational team of Espacio Fundación Telefónica developed a series of workshops and educational activities based on the exhibition.

Within the framework of this exhibition, an installation called “Comer Conocimiento” was designed, an “experience” with eight diners placed around a table of the old elBullirestaurante was reproduced in the exhibition space to enable visitors to understand, at first hand, how the creative process was developed in elBullirestaurante.