Beyond the downturn, food will continue to viewed as a design-driven cultural experience as much as a nutritionally based culinary one. As our Food Futures report and recent book CrEATe indicate, it has become a way to define our sense of brand and place, as well as a way to redefine the experiential in terms of tastes, smells, sounds, colours and surfaces that can be orchestrated in meaningful and visually edible ways.