One brand, two worlds, one claim
Michelin stands for technical excellence on the road - and for the highest accolades in the kitchen. As a manufacturer of premium tires and publisher of the Michelin Guide, the brand combines precision, craftsmanship and continuous development. The Art of Perfection picks up on this claim - and makes it visible and tangible in a multi-sensory format.
Perfection as process
Perfection is not a goal, but a process - characterized by innovation, craftsmanship and the courage to create something new. The Art of Perfection translates this idea into a staged composition of culinary art and digital art. A Michelin-starred chef and a digital artist entered into a creative dialog: Each prepared course became a source of inspiration for a visual interpretation - visualized by AI-based content, coordinated with the course on site. Flavors, textures and compositions flowed into color surfaces, contrasts and movements. Culinary art and digital art reacted to each other, synchronized in sequence and expression.
Creation in three acts
The implementation took place in three phases - starter, main course, dessert - each with its own dramaturgical and visual quality. While Michelin-starred chef Philipp Stein was responsible for the dishes, artist János Déri generated digital visualizations that were integrated on site. Each section of the menu brought with it a change - in the visual language and in the atmosphere.
Visual answer
The digital visualization was an integral part of the experience - not as an illustration, but as an independent creative response to the culinary impulses. It translated key brand values such as precision and innovation into a visual language of movement, rhythm and form.
The Art of Perfection was an open process. Culinary and digital art reacted to each other, condensing course by course into a common expression. The format showed what perfection means to Michelin.
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