There were and still are many months to go before the opening of his first exhibition in Madrid, which will open its doors in October 2014 at Espacio Fundación Telefónica.
“I want noise, people wanting to be disruptive. We’re going to go crazy, enjoy ourselves, do something different.” Ferran’s gushing (and endless) enthusiasm infected the Almudena Bermejo’s whole team, a group of professionals from different disciplines working together on the first major exhibition on creative processes.
In one wing of the auditorium at Espacio Fundación Telefónica sat much of the Fundación Telefónica communication team listening, a bit overwhelmed, to the human hurricane. Three-dimensional chicken, three-dimensional chicken, communication, campaign, three-dimensional chicken… Ferran was split up and multiplied into a thousand ‘Ferrans’, all full of energy, constantly on the verge of exploding. That afternoon he already had a thousand more exhibitions in his head. Jose Aguirre and Andres Ortiz, from the company Bestiario, had made dozens of versions of the creative map with him. And they would make many more. Aguirre and his team have spent months deciphering Adrià’s universe into maps, into diagrams that break down the key points in accelerating innovation.
Three-dimensional chicken, communication, campaign…
Atomic Ideas. Ferran Adrià’s upcoming exhibition is risky. It’s an unusual, even a weird project. Auditing creative processes is not normal subject matter for an exhibition. So the communication campaign had to be just as weird.
In addition to being unusual, the campaign had to be fun, participatory and useful. With these premises, we went to work. “I have an idea that I think could be atomic.” The advertising guru Jorge Martínez set up the basic campaign structure within a matter of hours. “If Ferran has a method for fuelling creativity, we will put his method to the test.” Great idea. Let’s test Ferran.
And thus The Table was born, a new advertising agency made up of Martínez (Germinal) and Toni Segarra (*S,C,P,F), the sole aim of which is to apply Adrià’s methods to a discipline which, in theory, has little to do with the kitchen. A new firm, ephemeral in nature, which asks “What if elBulli had been an advertising agency?”
Can we all be creative? Adrià is convinced that we can indeed all be creative, whatever we happen to be doing. When Ferran defends this argument, he peppers his speech with examples of butchers, hairdressers, teachers, hoteliers… Creativity does not belong only to artists. That’s why the communication campaign had to be like a fan. It had spin round and round, making sure the air reaches everyone while aiming in a thousand directions.
The centre of the fan is the website we have created with the journalist and expert in new narratives Mario Tascón (Prodigioso Volcán). This website is also the showcase and the countdown for the October exhibition, a platform open to anyone keen on diving into the world of creativity and innovation.
On this website the journalist Mar Abad talks about the research at The Table, along with reports and interviews with personalities from different fields, such as the designer Stefan Sagmeister, the architect Andrés Jaque and the chef Andoni Aduriz, among many others.
Also there to talk about creativity will be Julian, from the Spanish punk rock group ‘Siniestro Total’ (Total Disaster), the comedienne from the programme ‘El Hormiguero’, Raquel Martos, the Lima butcher Renzo Garibaldi, Javier Mariscal, Chema Madoz and Rytas Matuliauskas, the Lithuanian who runs a bar in Madrid’s Malasaña district. Dozens of names will appear on this site, big names and unknowns who have something they want to say. Ferran has a method. It’s his method, but he wants (and we want) to hear about others, to explore other creative processes, to learn, to discover how others do things.
And that is the axis of the campaign. That is what we are in the middle of doing, developing among ourselves the structure of our three-dimensional chicken.
N.T.: In Spanish, ‘montar un pollo’, literally ‘to prepare the chicken’, is a colourful idiom meaning ‘to cause a ruckus’ or ‘make a scene’. It is used here as a play on words.