What's cooking?

The creator of the most tempting apple in the world has mentioned, in several of his speeches, that “Many times, people don’t know what they want until you show it to them,” and judging by the result of what started in a garage, it would seem he has a point…


What simmers on the burners of dreamers? What creations are they cooking up in their minds? Who are these people? What projects or ideas are they working on? What propelled them to start this adventure? What are their ingredients? What spices are missing for the dish to be worthy of a gourmet?

I think I have a bit of Sherlock Holmes or a foodie in me, since I greatly enjoy coming into the kitchen halfway through the process and uncovering the pans to see what’s cooking. I try to take a step back and imagine what the final dish is going to look like. It’s like being in a laboratory; I don’t take anything for granted; I believe that everything has possibilities, however remote.

Through this section, I’ll travel into the mental attics of people, into their kitchens, to wherever I have to go in order to find their ideas. I will present the new innovators smack in the middle of their creation processes, experimenting.

One author who was capable of re-interpreting contemporary American life was Susan Sontag. She loved limitations, because they were cause for inspiration. A muse called “limitation” makes one laugh out loud because of the irony in it, but that’s what I seek, the inspiration capable of crossing any border.

Every wish implies a desire that is both economic and idealistic; that motivation of wanting to transform the world we live in is my food, I want to show the material madness that has generated wellbeing and malaise at the same time, remove the contradictions in order to find the secret ingredient of every idea that is still slowly baking in the oven that is this world.