Mobile World Capital Barcelona and El Celler de Can Roca revolutionise haute cuisine with an immersive gastronomic experience

• It is a collaboration between MWCapital, El Celler de Can Roca and Futura XR to merge haute cuisine and mixed reality technology
• “Magical Journey Through Cocoa” gives continuity to an initiative presented during MWC Barcelona 2023 and evolves to incorporate in El Celler de Can Roca 
• The project not only seeks to innovate within the gastronomic sector, but also to explore the potential of augmented and virtual reality as transformative tools

November 9, 2024

Mobile World Capital Barcelona, El Celler de Can Roca restaurant and the technological development studio Futura XR have joined forces to present “Magical Journey Through Cocoa”. This innovative experience fuses haute cuisine and mixed reality technology, using an advanced proprietary calibration system that transports diners to a fantasy world in the last part of El Celler de Can Roca’s menu, offering a complete immersion. 

“Magical Journey Through Cocoa” continues an initiative presented by El Celler de Can Roca and MWCapital during MWC Barcelona 2023 under the gamified experience ‘Feel the Technology’ where congress attendees were able to taste chocolates on a phygital stage (physical and digital), which allows a pilot project to be scaled up and transformed into an impact project. This evolution offers diners an unprecedented collective experience that stands out for its ability to transform the surroundings of El Celler Can Roca into a magical and enveloping setting.  

Through the mixed reality glasses, diners will be able to interact both with each other and with the virtual environment, enjoying an immersive narrative that enriches the tasting of a special Casa Cacao chocolate. At the end of the meal, a virtual ceremony will take place where they will discover a civilization that celebrates a ritual in honor of cocoa. In this ritual, the gods represented by the diners themselves will receive offerings, culminating in a vibrant feast of color. 

Technological innovations and in-house developments 

To ensure that the experience fits perfectly into each environment, an advanced proprietary calibration system has been developed, eliminating the need for QR codes and using a shared point cloud. This system guarantees complete immersion regardless of the conditions of the site. 

The control of the Meta Quest 3 glasses is done through an  external tablet, allowing the restaurant team to manage and synchronize the experience in an agile and efficient way, ensuring that all participants enjoy a fluid and coordinated experience. The glasses have been modified to be easy to use and maintain optimal hygiene, ensuring a safe experience for all users. 

Technological and social impact 

This project revolutionises the gastronomic sector by effectively integrating augmented and virtual reality as transformative tools in various areas. In addition, it offers a unique experience that allows us to reflect on the tangible impact of technology on the way we communicate, interact and perceive reality. 

It is a unique synergy that promises to take the culinary experience to new horizons. In this sense, Jordi Roca i Fontané, co-owner of El Celler de Can Roca expresses his enthusiasm for exploring new ways to surprise and captivate his customers through the fusion of gastronomy and technology. “I always say that the last thing you eat is the first thing you remember. With this premise, we have created an experience that takes this idea to another level. It will be an unforgettable experience, completely intimate and special, which can only be lived and explained, but not documented or shared on social media. It is something unique, which opens a door to the field of gastronomy and hospitality.” 

For his part, Francesc Fajula, CEO of Mobile World Capital Barcelona stresses that “this project is a clear example of how technological innovation can enrich our daily experiences, transforming a meal into a unique multisensory experience”.