"You have an idea, you develop it, and if it works you have a new product. The point is how you have the idea." Ferran Adriá, the world's most creative chef said that. This section shows how ideas take shape. it's all about the process, the drawings, the mock-ups, and the prototypes with its frustrations, impossibilities and disappointment, but also its perks along the mesmerizing discovery journey turning ideas into better experiences.