Building worlds you can taste.

Our founder Jenny McNeill was recently featured in C&IT World, sharing her thoughts on what it really means to design an immersive dining experience.

In the piece, Jenny makes the case for something we feel passionately about at Feast & Fable - that food should never just be a logistical checkbox at an event. When done right, it's one of the most powerful storytelling tools a brand has.

Jenny draws on some of our favourite projects, from a UV-reveal menu for Nike to a gloriously grim Resident Evil dinner, to show what's possible when narrative leads the way.

It's a great read for anyone curious about where experiential dining is heading - and why we do things the way we do.

Read the full article on C&IT World (subscription required).

Key Takeaways from Jenny

• Brand story should always come before the menu - the concept drives everything, from ingredients to how guests interact with their food.

• Great immersive dining isn't always pretty. Sometimes the most memorable moments embrace the unexpected or even the uncomfortable.

• Bringing reluctant guests along is a skill. The secret is easing people in gently, building trust before introducing the bigger theatrical moments.

• Even large-scale events can feel intimate with the right tabletop interactions - small touches that spark conversation and connection.

• Think of your concept as an asset. A well-designed experience can be repurposed across markets and campaigns, making the investment go further.