The Ideal Eating Experience

The Ideal Eating Experience

Urban Food & Design

Cities around the world are growing rapidly and with them the challenges of sustainable, long-term food supply. The Ideal Eating Experience is an interactive exhibition format that presents existing design initiatives, links them to visitors’ everyday lives and invites them to make personal lifestyle changes.

The Ideal Eating Experience


Urban Food Challenges – the challenges related to urban production and consumption of food – are intricately intertwined: Infrastructure, resource consumption, life between built-up space and green space, the social dimension of food, or supply routes all play a role. How can these projects and topics be made accessible to a design festival and thus a larger audience?


Studio Dankls approach

The everyday process of eating involves countless decisions. The topic is therefore ideal for stimulating collective change. Our approach was to enable visitors to have an experience that instead of being dogmatic (“Eat less meat!”) suggests motivating instructions for action (“Try something new!”). Thus a gradual change in what we consider as “normal” was introduced.

„The setting of the snack bar and the surprise effect of the points account on the receipt supported an everyday connection and thus the connection of the individual to a global issue.“

Alice Jacubasch (Focus Urban Food & Design, Vienna Business Agency)

Wandering through the shelves you will find the chosen products, project information and lifestyle change suggestions.


The exhibition “plays” in the setting of a snack bar. Visitors have the choice between various snacks and, depending on their decision, are informed about design projects that rethink, question and classify consumer behaviour. Thematically, the spectrum ranges from the perception of human and plant ideals to lichen as a promising nutritional supplement. At the same time, the exhibition provides insights into the scope of personal consumer behaviour, which is presented to visitors in the form of a cash ticket. The number of points behind the individual snacks corresponds to this system: “A good day has 100 points.”

„Instead of simply informing about urban food challenges, the involvement of the visitors in a game and an experience added value: the desire to possibly try something new in the future.“

Alice Jacubasch (Focus Urban Food & Design, Vienna Business Agency)

Client: Wirtschaftsagentur Wien. Services: Concept, idea, and curation. Team Studio Dankl: Kathrina Dankl and Lucy Li. Exhibition design: Robert Rüf. Graphic design and programming: studio weholo. Photo Credits: Lucy Li, (c)VIENNA DESIGN WEEK/Kollektiv Fischka/Philipp Podesser, (c)VIENNA DESIGN WEEK/Kollektiv Fischka/Maria Noisternig

A fictitious supermarket with a points account offered festival visitors an analysis of their food consumption and alternative, sustainable action strategies.

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Co-Creation Impuls


Be inspired to think transformation in a participatory way.

  • Keynote
  • 20-45 minutes
  • Q&A
  • possible in the organisation or online

The keynote communicates the added value of co-creation as a sustainable, strategic innovation tool for the public and private sector. Co-creation principles, cases and design process inspire decision makers and employees to think about transformation from a participatory perspective.

Focus content:
— Outlining the transformation of the design discipline from product design to strategic innovation tool
— Insight into co-creation principles, impact and design process
— Concrete, inspiring cases.

Target group: Employees, decision-makers and team, conference participants

Number of participants:

Co-Creation Kickoff


Learn to apply co-creation and start with a sound roadmap.

  • Workshop
  • 4 hours
  • in the organisation or at Impact Hub Vienna

The workshop is aimed at organisations that want to learn about co-creation and involve their team in decision-making processes on strategic innovations. With a focus on applied co-creation principles and methods, the workshop provides a deeper understanding of existing expertise, relevant stakeholders and first process/system/product/service prototypes as a roadmap for co-creation in your own organisation.

Focus content:
— Basic principles of co-creation
— Definition of relevant challenges from the participants' perspective
— Interactive prototyping for efficient validation of assumptions
— Start of a co-creation roadmap

Preparation for participants:
— Anecdote about challenge and success pattern
— Product, device or a production material from your field of work

Target group:
Decision-makers plus team from the public and private sector

Number of participants:
9-12 persons

Co-Creation Now


Start into the future with a Co-Creation process tailor-made for you.

  • Process design and support
  • Depending on the project, approx. 4 to 18 months

Co-creation is contextual and situational, so no two design processes are exactly alike. From a pool of proven methods and creative processes, we put together a customised and project-dependent process. This is divided into a preparation phase in which the goal, desire or opportunity is identified, an implementation phase that covers idea generation, prototyping and implementation up to evaluation, and a post-project phase in which adaptations are made and projects are further supported.

Focus content:
— Based on a free initial consultation, offer for a tailor-made project divided into preparation phase
— implementation phase
— post-project phase

Target group:
Organisations from the public and private sector

Number of participants:
To be determined jointly for co-creation activities.

Co-Creation Ideas Ping-Pong Over Lunch


If you have lunch with artist Timotheus Tomicek and designer Kathrina Dankl, you will be served new perspectives.

  • Sparring/Exchange
  • 60 minutes
  • Q&A
  • Three centrally located venues in Vienna to choose from.

The artist, filmmaker, and photographer Timotheus Tomicek and the designer Kathrina Dankl share a long-standing tradition of occasional lunch dates. An unstructured exchange of ideas often opens up new perspectives on one’s own work. We invite project partners, customers, and other interested parties to have lunch with us. Everything else – including new perspectives – arises situationally during the conversations.

Focus content:
— Eating together
— Guest shares current topic, challenge, project idea
— Questions, reactions, perspectives, input, ideas from Timotheus and Kathrina

Target group:
Decision-makers from public and private organisations

Number of participants: 1