+ PROJECT

Phygital Seasoning

Laila Snevele & Sensesbit

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SUMMARY

The current food system is built on a fundamental assumption: to satisfy different tastes, we need different products. But artist Laila Snevele and the sensory food team at Sensesbit shared a curiosity — what if taste isn’t fixed? What if perception could be designed?

Through Phygital Seasoning, a collaboration merging sensory science with artistic experimentation, they tested a radical idea: could one nutritionally optimized base product satisfy everyone — not by changing what’s inside, but by changing how we experience it?

What if we produced one yogurt — nutritionally optimal, consistent, and sustainable — and allowed people to customize the experience through their other senses?

This mono-product model could transform food production: fewer production lines, less packaging waste, reduced transportation complexity, faster development cycles, and a smaller environmental footprint. Most importantly, it could provide a healthier base product that still delivers the sensory pleasure people crave — without excess sugar, salt, or additives.

The experiment demonstrated how augmented reality can alter sensory perception. It proved far more flexible than expected, opening new possibilities for innovation and for developing prototypes like the one created through this successful interaction between design and science.

Taste shapes our food system. What if we could shape taste?

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“We are truly impressed by Laila’s unique perspective on sensory science and her ability to intertwine it with artistic expression. Her approach goes beyond conventional methods, exploring how art can shape and enhance sensory perception. This fusion of creativity and science brings a fresh and innovative dimension to our research, opening new possibilities for understanding human experience.”

Sensesbit team