What's wrong with transforming food?

Innovation, being avant garde, is always polemic.

We'll work with any designer producing something linked to gastronomy. So a chair for the dining area, a van to move food around. Anything that's connected to the gastronomic process.

I think my virtue was I never thought "This is impossible.

You can see it on the Internet now. New society demands that people share their knowledge. It's asking multimillionaires to share their money and creative people to share their creativity. Whoever doesn't share their wealth, be it knowledge, money, or creativity, will be dead.

When you talk about avant-garde cuisine, the surprise factor is really important. For example, I love looking at blogs and the photos, but I'm not that keen on other people taking photos of my dishes.

Friends are really important, especially when you've had the successes that I've had. I've gone really far in my career, so they're the ones that keep you humble, keep your feet on the ground.