People need to understand. If they go to a show on Broadway and find seventy people working but only fifty spectators, how much would the ticket cost? That's what El Bulli's about. There are seventy actors who are playing for just fifty spectators. Is the price expensive? It's relative. How much does a normal dinner at a five-star hotel restaurant cost? Four hundred dollars. It's the same as El Bulli. But you can also think of it this way: How much would it cost to eat something that nobody else is eating?

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.

I use the kitchen as a pathway to achieve this happiness.

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.

Creativity means not copying.

For me to go to a restaurant and eat something that is not only good, but totally new, is a double thrill. Double the enjoyment.

When a customer receives a dish, they get food and design at the same time.