IAM:GOOD Quintessential Pastry is the result of a deep reflection on the challenges facing pastry in the future, which Gelecta and its team wanted to do in partnership with great pastry chefs, artists, architects, and philosophers. With them, we started out on a journey that had its final destination in discovering the real why of pastry, its purpose, or as we define it, its quintessence. This journey has become an amazing Gelecta event in homage to pastry,
which we called IAM:GOOD Quintessential Pastry, containing an exhibition on the one hand and a deep tasting experience on the other. Both take our guests on an immersive journey that starts from the pastry chef's dream and becomes an extraordinary creation that goes from the Palate to that deep inner world of ourselves that we call Soul.... at the point where happiness really begins.
Why IAM:GOOD?
IAM:GOOD is the English word that best represents the quintessence of pastry. IAM:GOOD in fact has two meanings in English: BEGOOD, literally being good, but it also takes the meaning FEELGOOD, as a state of mind... The concept that merges both meanings, in our opinion, is the true essence of pastry.
BEGOOD
The first BEGOOD meaning for us is represented by an artistic exhibit of three masterpieces, each with a specific meaning for the pastry chef:
- PASTRY IS POETRY: pastry is poetry and as such must be felt and not just eaten. Hence, ingredients and technique becoming the means and not the goals of making extraordinary pastry.
- PASTRY IS THE QUID: any pastry product must contain a quid (from latin, quidditas), that is something indefinite that takes everything to next level. Unrecognisable, often undefined to rationality, but evident to emotions.
- PASTRY IS BEAUTY: design is fundamental. The meaning of forms is part of the creation of a sweet. Good necessary must include beauty, but the reverse is not always true.
These represent the three essential ingredients of any memorable dessert. They are not easy ingredients. It takes powerful vision and artful execution to use these ingredients and give the perfect matter or texture to extraordinary flavours.
FEELGOOD
The second meaning FEELGOOD, for us, has become a deep sensory experience that starts from the palate and literally reaches deep into the soul. It is a narrative and tasting experience that plays on the boundary between the pleasure of food and the authentic pleasure of the soul, which has always been the ambition of any human being, but it is often unattainable.
iAM! is the hero and the synthesis of all this. iAM! is a small, but extremely powerful, pleasure that stands for the metaphor of the singularity of every human being, the starting point in the inner journey towards the pursuit of happiness. It is cutting-edge pastry. At the end, the guest realizes that he or she has been the main star of an extraordinary experience, one that led him or her to literally live, with the soul, the perceptions that came from the palate.
The sensory experience lived by our guest represents the ambition with which every pastry chef designs a dessert, carefully selects the ingredients, and chooses the techniques to make it. This, for Gelecta, is the quintessence of pastry, which the products are created with: Gelecta, Gelecta Cold, Gelecta Cream, on display at Sirha at GelectaSpace Hall4E56.
