The design is for CrunchyCritters, a commercial brand that
sells edible insects and promotes a lifestyle of entomophagy (eating insects). I have created a ‘lair’-like landscape which simulates the living environment of insects, which provides an interactive experience including tactile, sound, visual aspect, to enhance the physical sensory of participants.
I am doing this because my research shows that people are naturally adversed to eating insects because of negative associations they got, the space is design to provide more positive perspective. I did this by creating playful experiences and memories.
Considering the prejudged cultural barrier and conflicts, I choose to let the audience face insects indirectly, in order to minimize their resistance towards eating insects. The brand promoting value is underneath the whole experience, so the audience could build up a new attitude towards the whole aspect.
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