A London food chain aims for reinvention via technology and creative experimentation

The eating experience is a multi-sensory event, as recently illustrated by studies into the impact of sound upon the taste of food. We therefore took note of the ‘Living Lab’  in the Richmond branch of Pizza Express, London. The spirit of experimentation is alive within novel additions to the menu, but perhaps more significant is the recruitment of a diverse cast of individuals similar to those who often populate media agency labs

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Pizza Express have brought in a selection of “creative minds” – that include a DJ, theatre director, professor of acoustics and a design consultancy – to rethink the concept of the customer’s experience

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