{"id":1832536,"date":"2026-03-18T00:00:00","date_gmt":"2026-03-17T21:00:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1832536"},"modified":"2026-03-18T00:00:00","modified_gmt":"2026-03-17T21:00:00","slug":"wonderland-91","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1832536","title":{"rendered":"Wonderland"},"content":{"rendered":"
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\n\t\t\tWonderland<\/span>
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\n\t\t\tWHO\u2019S HUNGRY?\u00a0<\/span>
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Brunch Electronik decided to shake up the whole sphere of festival marketing this year by announcing their second wave line-up through a culinary collaboration with a multi-Michelin-star chef. Ben Tibbits heads to Barcelona to investigate.
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\"Who\u2019s<\/figure>\n<\/div>\n

The over-saturation that surrounds us is beginning to wear me down. A litany of news (factual or otherwise) is shoved down your throat in various formats across various platforms. Yet everything feels sort of the same. Devoid of deeper feeling. A rat race for attention. A spurge of mediocre marketing. Yikes.\u00a0<\/p>\n

The festival industry isn\u2019t much better. Yes, having a beautifully designed artwork pinpointing who\u2019s performing helps, but with the pure multitude of options to sort through and often similar names gracing the line-ups, it can be difficult to decipher what\u2019s worth your time.\u00a0<\/p>\n

When an organisation approaches things with originality, it\u2019s easy to take notice. And so, as an email arrived in my inbox discussing a mysterious trip to Barcelona to witness Brunch Electronik announcing the second wave line-up for this summer\u2019s festival, my attention perked up.\u00a0<\/p>\n

Although I\u2019ve never attended Brunch, it is a festival that has always intrigued me. Held at Parc del F\u00f2rum, the same location as the beloved Primavera Sound<\/a>, the line-up is a haven of dance music \u2013 electric and eclectic, spanning sub-sounds and hosting DJs, producers and musicians from across the continent and further afield. The festival had previously already confirmed that the likes of Chaos in the CBD, Floating Points, Biig Piig, Miss Monique and Jamie Jones will be on board to get the party started on the Barca seafront on 7th and 8th August.<\/p>\n

A second array of artists is set to be announced to join the already stacked entourage. But not through a social media post. Hosted by 3-star Michelin chef Jordi Roca<\/a>, the festival is hosting an evening to announce and celebrate the communiqu\u00e9 \u2013 a night of cross-pollination between culinary and music culture. An \u2018interactive edible event\u2019, whatever that means.\u00a0<\/p>\n

The prospect of this unique and unconventional second wave announcement was simply too distinct not to investigate. And so, as I step off a delayed easyJet flight on a breezy but mild Barcelona Tuesday afternoon in late February, I\u2019m ready to witness some real innovation.\u00a0<\/p>\n

First though, I\u2019m late. I hop in a taxi to the Nobu hotel; my friendly driver tells me that it\u2019s owned by Robert De Niro, which I haven\u2019t fact-checked because I want to believe it\u2019s true. It\u2019s approaching 2:30pm, and there\u2019s lunch at the hotel that began at 2pm, but I\u2019m no good at rushing. I get myself checked in and have a quick freshen up before heading to meet the wider press party.\u00a0<\/p>\n

The food is sensational. Nobu is renowned for its sushi (that, I have fact-checked) and the pantheon of options they have on offer is mouth-wateringly tasty. There\u2019s some delicious fish to follow, before what looks like an insanely good piece of beef. As a recent pescatarian convert, watching those around me destroys some small part of my soul. I promise I\u2019m not being performative \u2013 I do care about the animals.\u00a0<\/p>\n

There\u2019s no time for rest or chit chat. We\u2019re hopping straight in a mini-bus to the venue \u2013 an undisclosed location somewhere in Barcelona. It\u2019s sort of like a warehouse, decorated for the one-night-only event. It\u2019s quite a cramped room \u2013 for now. From behind a red curtain, hands hold out beers and a very sweet but delicious cocktail (which sort of tastes like if a marshmallow threw up on an espresso martini). It\u2019s quite funny, just seeing the little hands poking out from behind the curtain. I break the fourth wall and ask them where to put empties. They hesitate in responding before saying quietly, \u201canywhere; a table.\u201d Feels ill-planned. Perhaps next time they could have empty hands sticking out from behind the curtains for empty glasses. (Note \u2013 I must find out the name of the hand company and write them an email.)\u00a0<\/p>\n

After a short while of steamrolling drinks (life finds me perpetually double-parked), I\u2019m ushered into the back of the building for a quick catch-up with perhaps the two key men in putting the night together. One being Francois Jozic, the CEO of Brunch Festival, and the other being, of course, Jordi Roca, the incredible pastry chef who counts himself the owner of three Michelin stars.\u00a0<\/p>\n

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\"Who\u2019s<\/figure>\n
\"Who\u2019s<\/figure>\n
\"Who\u2019s<\/figure>\n<\/figure>\n

There\u2019s only one opening question to ask this unlikely pair of new friends and creative collaborators \u2013 how the hell did all this come about?! \u201cWe aim to be more than a music festival at Brunch,\u201d Francois tells me as we find a quiet corner and sit down for a swift rendezvous. \u201cActivity is really at the centre of our experience, and that includes our shows, our production, and of course our communication. I consider Jordi one of the most creative people I know in Spain, and I saw that he was really getting into electronic music this year, so I was like \u2013 \u2018Fuck, this is a match, I cannot sleep on this.\u2019 I sent him a DM and 24 hours later, I was at [Jordi\u2019s restaurant] El Celler de Can Roca, having the most surreal meeting of my life. He said to me that we have 30 minutes, and we ended up sitting there for four hours, having amazing food, amazing conversations. And now we\u2019re here, three months later.\u201d<\/p>\n

Jordi, an inspirational man who lives with dysphonia, a neurological disease that means he\u2019s become permanently vocally hoarse, is an innovator through and through. This collaboration with Brunch is just the latest in a line of industry-leading endeavours from the 47-year-old. \u201cWe thought about unifying all of the five senses,\u201d he tells me about the idea behind the event, which has seen him concoct a different sweet soup\u00e7on for each new name to be announced. \u201cWe wanted to bring our two worlds together and try to think of a way to explain what\u2019s happening today. To talk about the DJs that are being announced through my world and through my creativity. So today\u2019s a complicity between music and taste, and how I see these artists. I tried to represent what we\u2019re showcasing today \u2013 different kinds of artists, different kinds of music, different kinds of bonbons, different kinds of candies, different kinds of foods.\u201d<\/p>\n

As Francois alluded to, Jordi himself is making inroads into the world of electronic music, pursuing a side quest in DJing. For him, the two meld together seamlessly. \u201cI\u2019m going through men\u2019s menopause,\u201d he quips. \u201cFor me, there are a lot of similarities in how I create music and how I create food. There are parallels in being a DJ and a pastry chef. Creating a song is the same process as creating a dish \u2013 you have to have crunchiness and softness, all these different layers. And when I\u2019m creating a song, I\u2019m thinking about all of these things that inspire his creativity.\u201d\u00a0<\/p>\n

For Francois, this isn\u2019t a collaboration to amass hype before the festival; in his mind, the festival has already started. Today is just the latest checkpoint, and a reminder \u2013 away from a phone screen \u2013 of the true essence of Brunch. \u201cWe think that the festival starts the moment we release the first line-up,\u201d he says. \u201cThat\u2019s when people start imagining \u2013 okay, this festival\u2019s going to sound like this, we\u2019re going to go see this artist and this artist: when are they playing, where are they playing? So the festival for us doesn\u2019t start when the first act plays, it starts when you release the line-up. It\u2019s a little bit sad nowadays, you just release things on Instagram, and it\u2019s all about that and how many likes, etc. So I think it\u2019s a great experience to get together, celebrate the moment, and have a little bit of a taste of what the festival is going to be like. It\u2019s about getting in touch with each other, which is what you do when you sit down at a restaurant and have a meal.\u201d<\/p>\n

So, after this seminal innovation, what\u2019s next? For Francois, it\u2019s all about doubling down on Brunch\u2019s progressive core. \u201cWe\u2019ll keep spotting local artists,\u201d he pinpoints. \u201cAnd try to give the people the best experience that we can offer to them in one of the European capitals of electronic music. And hopefully keep in touch with the creative scene outside of music as we did today with Jordi here.\u201d<\/p>\n

And Jordi? \u201cHe\u2019s going to Berghain,\u201d Francois quips, answering for him as Jordi beams back at him.<\/p>\n

I bid farewell to my new acquaintances and re-enter the party. After a few more drinks, the giant egg timer \u2013 a piece of imagery that\u2019s been recurring throughout this year\u2019s marketing campaign \u2013 that has loomed large in the room ticks to zero and the set of curtains open, unveiling what sort of looks like those revolving tables that you get in a sushi restaurant, but with a gorgeous, grassy landscape and small figurines of sofas, headphones, vinyl players and more. Jordi pops up in a hole in the middle, like an excitable jack-in-the-box. In the scores of little trays that move in circles, different sugary delights are unveiling different names in the line-up. The intention is that the food reflects the artist. If that\u2019s true, Kaytranada tastes great.\u00a0<\/p>\n

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\"Who\u2019s<\/figure>\n
\"Who\u2019s<\/figure>\n<\/figure>\n

Alongside the Canadian mega-producer, who is undoubtedly a new pull for the festival, the likes of Jeff Mills, Cassius (Live), Luciano, SYREETA, BASHKKA b2b Sally C, NHYMPH and Yu Su (who takes the role of DJ for tonight\u2019s gala) have all been confirmed to perform, among many others. There\u2019s a focus on rising Spanish stars, as well as global favourites, crossing across electronic sub-styles in what\u2019s undoubtedly one of the most compelling dance music line-ups of the summer ahead.\u00a0<\/p>\n

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\"Who\u2019s<\/figure>\n
\"Who\u2019s<\/figure>\n
\"Who\u2019s<\/figure>\n<\/figure>\n

After feasting on the edible line-up and a few more Estrellas, the press party moved off for some dinner, before calling it a night for the trip home tomorrow. It\u2019s been a quick trip, but worth the travel, to see up close some true innovation in the festival sphere, and to meet the brains behind it. As music and culture become simultaneously more accessible and derivative, it\u2019s refreshing to see creatives pushing forward and reinventing the norm. And, I mean, who doesn\u2019t love Brunch?\u00a0<\/p>\n

Tickets to Brunch Electronik here<\/a>.<\/em><\/p>\n

Words \u2013 Ben Tibbits<\/a><\/em><\/p>\n<\/div>\n<\/section>\n

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\n\t\t\t\t18 March 2026\t\t\t<\/div>\n
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Festivals<\/a><\/div>\n
Music<\/a><\/div>\n<\/p><\/div>\n
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\n\t\t\t\tNothing beats a Silent Disco<\/span> <\/span><\/a>\t\t\t<\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Wonderland WHO\u2019S HUNGRY?\u00a0 Brunch Electronik decided to shake up the whole sphere of festival marketing this year by announcing their second wave line-up through a culinary collaboration with a multi-Michelin-star chef. Ben Tibbits heads to Barcelona to investigate. The over-saturation that surrounds us is beginning to wear me down. A litany of news (factual or […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[226,257],"class_list":["post-1832536","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-crawlmanager","tag-wonderlandmagazine-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1832536","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1832536"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1832536\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1832536"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1832536"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1832536"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}