Poiesis and Electrolux

 

To celebrate its 100th anniversary in Brazil and the 10th edition of Taste São Paulo, Electrolux presents the gastroperformance POIÉSIS, conceived by Brazilian artist Simone Mattar.

The experience materializes, in a sensory and contemporary way, the brand’s core pillars—Innovation for Living Well, Welcoming Flavors, and Home with Soul—by transforming technology, food, architecture, and togetherness into an immersive and shared journey.

POIÉSIS brings together flavors, soundscapes, projections, and edible sculptures within a space designed to welcome, bring people together, and forge new forms of human connection.

Electrolux’s presence in Brazil, built over a century inside Brazilian homes, is evoked through native ingredients and unexpected pairings that reflect a relationship with food that goes far beyond sustenance: a creative, affective, and cultural connection.

More than an installation, POIÉSIS offers a living experience—a sensory ecosystem where past and future meet in the present, and where living well is, above all, living together.

Innovation, a core value for Electrolux, finds resonance in the primordial concept of Poiesis, understood as the act of creation and bringing something new into existence.

Technology emerges as an expression of the human ability to create and transform the world. This dissolves the dichotomy between the artificial and the natural, as all beings coexist and share the same planetary ecosystem.

The true challenge lies in developing an ethics of existence—a responsible consciousness capable of guiding our creations, choices, and ways of inhabiting the planet to ensure its continuity.

Act 1 — UTOPIA

Past, present, and future radiate simultaneously. Time expands in multiple directions; that which was, that which is still happening, and that which remains in formation coexist in the same field. From this understanding, Act 1 is born, taking the Light Cone as its visual and conceptual axis. Proposed by mathematician Hermann Minkowski in 1908, it describes how light moves through space-time, revealing a continuity where what has been and what is yet to come meet in the now.

The Light Cone has two mirroring sides: one carries the weight of what has been, the other the openness of what is still forming. For Electrolux, celebrating 100 years in Brazil, 2026 is that vertex—the moment where a century lived and a century to come coexist in the same gesture. Shadows of the past reflect upon us; everything happening right now already shapes what has not yet taken form.

The first dish is an edible sculpture. Upon a mirrored surface, black tucupi is stenciled into the silhouette of a three-dimensional cone. Suspended above, a cone made of crispy cassava pastry hovers over its own reflection: object and image, origin and horizon, inseparable. Inside, smoked pirarucu tartar and tapioca popcorn. Vegetarian option: cucumber and green apple tartar. Beforehand, a shot of lemongrass, jambu, and ginger prepares the palate in three distinct gestures: freshness, a mild tingling numbness, and warmth.

Cassava opens this journey for reasons that go far beyond taste. Cultivated by Indigenous peoples for millennia, it spans across times, territories, and ways of life. Tucupi, derived from its root, carries the very logic of Act 1: color, density, and flavor emerge from fermentation, aging, and the quiet action of time upon matter. Even before taking shape, every transformation is already underway.

Act 2 — The Individual

Nothing exists in a finished state. The philosopher Gilbert Simondon proposed that being is not a given structure, but a process: something that continuously becomes through internal tensions and relationships with its environment. Just as in crystallization, where form emerges through internal propagation rather than external imposition, each individual constitutes itself as an indivisible unit driven by its own dynamics. This holds true for people, organisms, and technical objects alike. None of them are finished things; all are in the process of individuation—the continuous motion by which each being becomes itself.

It is this individual in formation that the dish materializes as a gesture. Each participant receives an ice sculpture in the shape of a crystal alongside a dish featuring Yanomami mushrooms and baru nut pralines.

When poured over the ice, the warm sauce solidifies instantly, replicating in real time the very process that gave form to the crystal: matter in transformation gaining contours upon finding the right conditions. The ice itself is a crystal: its hexagonal molecular structure echoes the geometry of the table around which this experience unfolds.

The thin, crystallized layer formed by the encounter between the sauce and the ice can then be peeled away with one’s hands and tasted immediately. The diner does not observe crystallization from a distance: they experience it directly, making their own gesture an integral part of the artwork.

Act 3 — The Network

Individuation is never an isolated process. What the previous Act revealed within the individual, this Act expands into the web of relationships: each entity in formation affects all others forming alongside it, creating a living network of tensions and connections. The same relational patterns appear in matter, organisms, electronic networks, and virtual environments, revealing a common logic that spans across scales and boundaries. From crystals to circuits, from the nervous system to the microchip, what emerges is not imposed from the outside; it is born of the encounter. Creation, in this sense, is not about imposing form, but about activating relationships. What we call natural and what we call artificial are revealed not as opposites, but as continuities of the very same formative process. Much like beehives or nests, human technology also stems from nature, rather than standing in opposition to it.

Networked growth does not trace back to a single origin, but to the continuous interaction between propagation and transformation. This principle guides the mathematical model used to create the video for this Act, known as reaction-diffusion. One force expands, another modulates, and from the friction between the two emerge forms that organize themselves without a center, without a fixed origin, and without absolute control.

It is through this lens that the dish is crafted, both in its visual composition and culinary execution. On a dark glass plate, a cambuci sauce is stenciled into a web of golden ramifications that simultaneously evoke organic systems and electronic circuits. Resting at the center is an edible sculpture in the shape of an icosahedron—a twenty-faced Platonic solid—crafted from a delicate sea bass mousse with a cured egg yolk heart and golden dashi gel. Vegetarian option: the same version prepared with hearts of palm (pupunha). The icosahedron can be picked up with one’s hands or gently broken with a spoon: here, the act of eating becomes a performative gesture in itself.

Act 4 — Swarm Intelligence

There are forms of intelligence that transcend the individual. In hives, each bee responds to local stimuli without knowing the whole; still, the collective organizes itself, decides, and pollinates with a precision that none of them could achieve alone. This principle of decentralized coordination, first observed in biology, came to inspire computational algorithms capable of solving complex problems without central command. Swarm intelligence thus extends from the living to the technological. Natural and artificial reveal themselves as continuities of the same process, pointing toward increasingly hybrid futures. Bees, ants, schools of fish, neural networks, algorithms, and cooperative robots: diverse are the systems in which intelligence emerges from the relationship between multiple agents, rather than from a single organizing consciousness.

Honey is the central ingredient of the third dish: a material synthesis of swarm intelligence. In the tuile accompanying the dish, animals, the human hand, and technological objects coexist within the same composition, suggesting an ecology where none of these elements occupies an isolated position.

Honey and cereal cream with a saffron mirror glaze and a crown of spices; the very same ingredient crosses different temperatures, states, and textures, multiplying its nuances like a system in transformation.

Act 5 — POÍESIS

The fifth act condenses and brings together the concepts sown throughout the entire experience.

The sculpture pays homage to the Chimeras, a mythical hybrid figure composed of parts from different animals. Philosophically, this image is mobilized in Poíesis to represent the composition of distinct natures, particularly by creating tension between technology, biology, and nature—understood here not as opposing domains, but as facets of a single reality in continuous transformation.

In Poíesis, natural and artificial, organic and technical, human and non-human coexist as proof that these boundaries were perhaps never as solid as we assumed.

To create is to transform potential into form, movement into presence. The very Greek origin of Poíesis refers to this gesture of bringing something into existence. In this context, reason is not detached from emotion, nor matter from imagination. Autopoiesis—the ability of living systems to generate and sustain their own organization through internal relationships—expands this reflection by demonstrating that the production of meaning emerges from dynamic processes of organization and continuity. Technopoiesis names the active participation of technical systems in the processes of creating and transforming the world, acknowledging that, just as biology organizes and perpetuates life, technique also gives rise to new forms of existence, dissolving rigid boundaries between the natural and the artificial.

The dish is organized as a two-sided sculpture. On top, a pointed intense-chocolate entremet, coated in chocolate naturally dyed with blue pea flower; on the bottom, the continuation of the sculpture in blue resin serves as the base for the food. The blue of the sculpture echoes Electrolux’s signature blue, running through both sides of the piece. Between what vanishes and what remains, the work unfolds simultaneously as an experience and a trace. It is through this gesture that Electrolux celebrates one hundred years in Brazil—a journey sustained less by the stability of a single form than by its continuous capacity for transformation.