For Christmas my old (and still to come) business partner gave me the trifecta gift that I had wanted, Ferran Adria’s book “A Day at El Bulli.” And I could not have been more thrilled. In fact I jumped up and gave her a huge hug after tearing just enough of the paper to reveal what it was. I was and am ecstatic.
What does it take to be referred to as the best Chef in the world? This book gives you an inkling into what it takes. Chef Adria receives 2,000,000 requests for only 8,000 seats a year. He is an originator who does for food the same thing that NASA does for space. He is a true pioneer who is shaping and reshaping the way that food is tasted and experienced. He is a master of his craft and it is very clear through the pages of this book that his primary drive is to create an “experience” for his patrons that will stay with them a lifetime.
Apparently his drive for excellence came out of the definition of creativity that he heard from French Chef (and vanguard in his own right) Jacques Maximin; “Creativity means not copying.”
While flipping the gorgeous pages of the book I was left pondering exactly how to incorporate that statement into my own food philosophy. Into my own drive for excellence and the very real mission that I believe I am on. That being to change the culture of food in North America.
Much of the book focuses on creative inspiration and method. Some of the salient points he has regarding creativity are as follows;
“New, creative and unique are not the same thing.”
“With creativity it is not what you look for that matters, but what you find.”
“Wanting to be creative is not enough.”
“A creative spirit does not necessarily lead to a creative result.”
“Ideas are easy – you just need to have some.”
Think about these past five quotes for a minute. They all are the result of Chef Adria’s contemplation of Jacques Maximin’s definition of creativity. I believe that he is correct in his assertion that creative means not copying. Especially as it relates to food. The question begs though, in an ever increasing globalized world, where true originality is harder to come by, where can this creativity lead us next?
I found this book extremely inspirational. I know that I will turn its pages when I find myself needing an inspirational kick in the ass. Another thing he wrote which has stuck in my mind since reading it is; “Let what you like to eat tell you how you should cook.” This is akin to the great advice for writers, write about what you know.
What happens at El Bulli is a true convergence of the creative spirit and the practical application of knowledge. In order to achieve this (in my mind) perfect symbiosis El Bulli employs 30 to 40 full time chefs. 13 of which are full time. Stages are chosen from among 5000 applicants who are chosen from different countries so that El Bulli can benefit from their knowledge and experience.
I have not fully internalized the way that Chef Adria’s creative method works and as such I don’t feel that I can have an informed discussion of it here now, but in the coming months, as I become more comfortable with it I will express my feelings about it.
What I can say is that he and his team complete 4000 hours of creative work a year. That is not a small number and when I consider that a top lawyer bills approximately 1800 hours a year I am taken aback at his drive for creative excellence.
Many questions came out of my reading of this book. And several answers too. The one thing I can say is that I am inspired and find myself reaching for ways to improve upon the legacy that he has created. Not necessarily for the world at large, but for myself.
One thing is certain. While in the last year I have gotten a great base from which to build and expand. That foundation needs to be expanded to include a wider knowledge of ingredients and complimentary pairings before I can fully utilize my creative method.
I strongly recommend this book for anyone who is interested in the future of food service. Ferran Adria is on the cutting edge of food and I am grateful for his example and willingness to share his method.
James Beard once said; “Food is our common ground, a universal experience.”
One which I hope to improve as I continue my journey.
Are you dreaming big and inspired?
A la prochaine
SDM
Saturday, January 24, 2009
Ferran Adria and A Day at El Bulli (file under WOW PROFESSOR!)
Labels:
A Day At El Bulli,
Chef,
creativity,
El Bulli,
Ferran Adria,
Jacques Maximin,
James Beard
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