Dubai – Bompas & Parr have opened the PharmaCafé, a pop-up experience that combines sensory dining with holistic healthcare, at the Future of Government Services exhibition in Dubai.
When dining at the café, visitors were given a bespoke drink based on their own DNA, which was obtained by a hand scan at the entrance. Ingredients ranged from violet to chamomile, turmeric, rosemary and lovage, all of which have their own medicinal benefits: turmeric helps to boost the BDNF hormone, while violet is used for its antiseptic qualities. Lab coat-wearing assistants poured flasks of memory-enhancing peppermint mist and a ginger wellness mist floated from the shoulder-height bar, giving guests a restorative boost. The 2015 Museum of Future Government Services is a project by the Prime Minister’s Office of the UAE directed by Tellart with an international team of top design studios, including Specular, SOFTlab, Bompas & Parr, Octo, Idee und Klang, and Future Cities Catapult.
The Big Picture: The bespoke nature of the drinks will appeal to consumers seeking to optimise themselves. To find out how other brands are tailoring their offer down to a molecular level, read our macrotrend The Optimised Self.