The V&A Museum of Childhood in London has staged what it says is the world’s first interactive edible exhibition, aimed at changing kids’ attitude to food. Made entirely from fruit and vegetables, the event developed by agency AMV BBDO featured edible posters and tickets designed by illustrator Rob Flowers and experiental installations by Bompas & Parr.
“Kids have around 30,000 taste buds compared to adults [who have around 10,000],” the agency says on the thinking behind the exhibition. “As a result, trying new foods can be an intense, and sometimes unpleasant experience. But through play and experimentation, children are more likely to try different foods and accept them.”
According to the agency, only 8% of children in the UK eat their recommended five a day. During a workshop for the event, 100 children were tasked with inventing their “ultimate food fantasies”. Then six winning designs were made by Bompass & Parr, including glow in the dark ice cream made from carrots, edible bubbles made from broccoli and cucumber, and a “parsnip tornado”.
Rob Flowers designed the tickets to the exhibition and a series of posters, which were printed with different flavoured inks on edible paper.
“For us, the kid’s creativity was a real goad to making healthy foods really compelling,” said Bompas & Parr. “We hope the project inspires countless others to hit the kitchen and create wonders for the tongue.”