“No sooner had the warm liquid mixed with the crumbs touched my palate than a shudder ran through me and I stopped, intent upon the extraordinary thing that was happening to me. An exquisite pleasure had invaded my senses, something isolated, detached, with no suggestion of its origin. And at once the vicissitudes of life had become indifferent to me, its disasters innocuous, its brevity illusory – this new sensation having had on me the effect which love has of filling me with a precious essence; or rather this essence was not in me it was me. ... Whence did it come? What did it mean? How could I seize and apprehend it? ... And suddenly the memory revealed itself. The taste was that of the little piece of madeleine which on Sunday mornings at Combray (because on those mornings I did not go out before mass), when I went to say good morning to her in her bedroom, my aunt Léonie used to give me, dipping it first in her own cup of tea or tisane. The sight of the little madeleine had recalled nothing to my mind before I tasted it. And all from my cup of tea”
Marcel Proust, In Search of Lost Time
As the Proustian Moment in which an experience such as smell or a taste unexpectedly unlocks a past recollection, Mecato images links the perception with an old memory of nostalgia.
f. Medias Nueves
Palabra Colombiana. Se refiere a los snacks populares que se consumen entre comidas, usualmente de bajo aporte alimenticio.
Informalmente, el mecato hace parte del menu de la gran mayoría de la población colombiana. Sin embargo, el mecato cumple otra función: conectar la percepción con la memoria para evocarnos instantáneamente momentos cargados de nostalgia cuando eramos pequeños y corriamos por las calles jugando y comiendo, tal como sucede en The Madeleine Moment de Proust en su libro À la recherche du temps perdu.
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Concepto + Dirección de Arte + Food Styling + Fotografía