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THINKING 
OUTS DE 
THE GLASS 
ALEX KRATENA
DESIGN 
IS A 
FUNNY 
WORD
CAN WE FIX 
THIS? 
NO IT’S 
FUCKED!
LEXICON 
GRAMMAR 
LANGUAGE 
MORE DELICATE 
LESS DELICATE
USE OF TOP QUALITY INGREDIENTS, 
PRODUCTS, TOOLS AND TECHNIQUES IS 
CONSIDERED GRANTED 
ALL INGREDIENTS HAVE SAME CULINARY 
VALUE REGARDLESS OF THEIR PRICE 
NEW WAYS OF SERVING COCKTAILS ARE 
PROMOTED
TECHNOLOGY IS SUPPORT TO 
DEVELOPING NEW DRINKS 
TASTE IS NOT THE ONLY SENSE TO BE 
STIMULATED, THE MORE SENSES YOU 
STIMULATE, THE MORE GUEST WILL 
REMEMBER 
LOOK AT THINGS WITH CHILDREN EYES 
PUSH IS FUEL OF CREATIVITY
RESEARCH 
UNCONCIOUS 
INGREDIENTS 
NATURE 
ART 
HISTORY 
SCIENCE 
DESIGN 
LITERATURE 
AWARENESS IDEA 
LANGUAGE 
PRODUCT 
PLACES 
STYLE 
EXPERIENCES 
PEOPLE 
INSPIRATION INTERPRETATION
PURPOSE 
INTENSITY 
AROMA 
TEXTURE 
MOUTHFEEL 
TEMPERATURE 
DILUTION 
FEEL 
STYLE 
SERVICE WARE 
PEOPLE 
PROTOTYPE 
TASTING 
REVISION 
TESTING 
FEEDBACK 
SERVICE 
COST 
CALCULATION 
SUPPLIERS 
LOGISTICS 
EXECUTION LISTED 
COCKTAIL 
EVOLUTION
WHO INVENTED THE WHISKY SMASH? 
EXISTING 
CONCEPT ADDITION NEW DRINK 
||| 1862 ||||||||||||||| 1987 ||||||||||||||||| 2008 ||| 
IT IS NOT IMPORTANT TO BE THE FIRST, 
IT IS IMPORTANT TO CONCEPTUALISE
DEFINE LOOK & FEEL 
LESS IS MORE 
TIMELESS 
UNDERSTANDABLE 
DOABLE & VIABLE
INNOVATIVE 
PRACTICAL 
CLEAN 
FLAWLESS 
OPERATIONAL
FLUENCY 
ORIGINALITY 
FLEXIBILITY 
ELABORATION
‘’IF YOU ALWAYS DO 
WHAT YOU ALWAYS DID, 
YOU ALWAYS GET, WHAT 
YOU ALWAYS GOT !‘’
THANK YOU 
VERY MUCH 
FOR YOUR ATTENTION !!! 
ALEX.KRATENA@LANGHAMHOTELS.COM

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Thinking Outside the Glass

  • 1. THINKING OUTS DE THE GLASS ALEX KRATENA
  • 2. DESIGN IS A FUNNY WORD
  • 3. CAN WE FIX THIS? NO IT’S FUCKED!
  • 4. LEXICON GRAMMAR LANGUAGE MORE DELICATE LESS DELICATE
  • 5. USE OF TOP QUALITY INGREDIENTS, PRODUCTS, TOOLS AND TECHNIQUES IS CONSIDERED GRANTED ALL INGREDIENTS HAVE SAME CULINARY VALUE REGARDLESS OF THEIR PRICE NEW WAYS OF SERVING COCKTAILS ARE PROMOTED
  • 6. TECHNOLOGY IS SUPPORT TO DEVELOPING NEW DRINKS TASTE IS NOT THE ONLY SENSE TO BE STIMULATED, THE MORE SENSES YOU STIMULATE, THE MORE GUEST WILL REMEMBER LOOK AT THINGS WITH CHILDREN EYES PUSH IS FUEL OF CREATIVITY
  • 7.
  • 8. RESEARCH UNCONCIOUS INGREDIENTS NATURE ART HISTORY SCIENCE DESIGN LITERATURE AWARENESS IDEA LANGUAGE PRODUCT PLACES STYLE EXPERIENCES PEOPLE INSPIRATION INTERPRETATION
  • 9. PURPOSE INTENSITY AROMA TEXTURE MOUTHFEEL TEMPERATURE DILUTION FEEL STYLE SERVICE WARE PEOPLE PROTOTYPE TASTING REVISION TESTING FEEDBACK SERVICE COST CALCULATION SUPPLIERS LOGISTICS EXECUTION LISTED COCKTAIL EVOLUTION
  • 10. WHO INVENTED THE WHISKY SMASH? EXISTING CONCEPT ADDITION NEW DRINK ||| 1862 ||||||||||||||| 1987 ||||||||||||||||| 2008 ||| IT IS NOT IMPORTANT TO BE THE FIRST, IT IS IMPORTANT TO CONCEPTUALISE
  • 11. DEFINE LOOK & FEEL LESS IS MORE TIMELESS UNDERSTANDABLE DOABLE & VIABLE
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. INNOVATIVE PRACTICAL CLEAN FLAWLESS OPERATIONAL
  • 17.
  • 18.
  • 19.
  • 20.
  • 22.
  • 23. ‘’IF YOU ALWAYS DO WHAT YOU ALWAYS DID, YOU ALWAYS GET, WHAT YOU ALWAYS GOT !‘’
  • 24. THANK YOU VERY MUCH FOR YOUR ATTENTION !!! ALEX.KRATENA@LANGHAMHOTELS.COM