Furthermore, elBulli worked shoulder-to-shoulder with the R&D departments of some of the world's most important companies, from PepsiCo to Nestle, Damm to Telefónica, and many more.
The outcome of elBulli's methodology soon began to draw the attention of the major business schools. And so, the “elBulli Case” was born, which today is the object of study at the likes of Harvard, Columbia, Berkeley, Stanford, ESADE, IESE, and MIT.
But travelling back to July 2011, Ferran decided to turn a new leaf and, much to everybody's surprise, he closed elBulli.
The plural of success
The story behind this unexpected turn of events is the story of a man who only believes in success when it is shared. It is the story of a man who needs for his success to be of use to the whole world. First he shared his recipes and now he wishes to share the creative experience lived during his 25 years at the helm of elBulli.
Two years ago, Ferran took on a new challenge: to stop creating dishes and start analysing the journey that led elBulli to the top. The chef thus set out on a new adventure with his team. And so the seed of the elBulli Foundation was planted. The goal is an ambitious one: to pin-point the keys behind elBulli's success, to make a step-by-step analysis of that creative torrent that changed the course of culinary history.
Ferran states that all they did was to ask themselves why. After years of research and studies, in 2014 the chef has the results of his culinary x-ray; he has cut out the pieces of this puzzle with scientific precision and he finally has the map of elBulli's creative process.
But because this is the story of a shared success, Ferran is now taking on yet another challenge: to draw up a creative map that will be of use to everyone. And this is an adventure he has dived into with passion.
The result of this new stage, with all its derivatives, will be on display at Ferran Adrià. Auditing the Creative Process, an exhibition project based on the creative process behind elBulli, which will be shown at Espacio Fundación Telefónica in Madrid from October to March 2015. This exhibition, born of a merger between Telefónica and Ferran Adrià, is the first of its kind devoted to creative processes. Telefónica will later be leading it on a journey to Germany, Brazil, Mexico and a series of other countries.
Based on the example of elBulli, Ferran Adrià. Auditing the Creative Process explores all of the variables capable of helping each person to find their most creative and efficient self. Ferran believes that by improving efficacy and efficiency, we can ensure creative longevity.
As he already did during the first stage, Ferran has surrounded himself by an interdisciplinary team:
With the humility of person who is determined to learn along the way, Ferran tells us that: "We are a peaceful revolution"
© 2014 Auditing creative processes
“We are a peaceful revolution”
– Ferran Adrià
Be warned not to expect an exhibition on cooking.
Creative DNA, D-coding, disruptive methodologies, creative auditing, etc. These are the terms that are now on the lips of Ferran and his team, with this new project that stands as the first exhibition ever on creative processes. The key: sharing, comparing and learning about the different paths that lead to innovation.
¿Who was the first person to think of separating the white of an egg from the yolk? Perhaps it happened by chance, by mistake. Does this mean that fate is a creative method? One of millions? Can we awaken creativity? What a wonderful finding it would be to discover a user guide, an instruction manual that would enable us to change the way we do things, to improve, innovate, re-think and re-consider ourselves.
It should be a universal guide, one that could be used by butchers, writers, IT technicians, comedians, publicists, teachers, etc. It should be a manual for everyone, simple enough for a child, that would encourage us to experiment, to share it and to enrich it.
Ferran Adrià claims that such a manual can be written. He calls it a map—the creative process map.
In order to understand where this map came from, one must travel deep into the heart of his restaurant, elBulli. For 25 years, from 1987 to 2011, the team at the restaurant in Cala Montjoi worked relentlessly with the aim of making the language of cuisine evolve and find its own essence, always seeking to be as disruptive as possible. Discussions were held with other creative fields: industrial design, graphic design, chemistry, physics, architecture, painting, photography, philosophy, sculpting, music, and so on.
Ferran Adrià: Auditing creative processes