Bachelor of Science (Hons) in Architecture

Food and Culture ( ARC3223 / CLS60203 )

Assignment 1A: Research Proposal

Lim Siew Ni 0326733

Tutor: Mr Nicholas Ng

Research Title: The influences of the atmosphere and spatial density towards the
food presentation and dining experience

Research Question: How does the atmosphere of the space affects the ambience of
eating

In Malaysia, food is not just about food, it tells the story of Malaysia, its cultures,
and traditions. Food and Malaysian culture are inextricably intertwined and food
itself must be viewed in terms of the relationship of the food intake with the
environment. After the site visit in Sri Petaling, one prominent question that came
to my mind is how does the space atmosphere with the food styles and
presentation affect the way of people eating?

In order to understand and learn the outcome based on the research title and
question, few objectives must be identified for a smoother research finding process.
First and foremost, it is important to understand that different dining styles induce
different atmosphere thus affects the way of food consumption. Furthermore, how
does the food presentation changes through time affects the eating habit of people
nowadays. There’s also a need to understand the reason behind it for such dining
preferences in the area.

It is important to understand the significance of the research and study, therefore

this is to be understanding on how does the ambience in Moonlight Cakehouse
enhance the level of enjoyment of people experienced in their food. A restaurant
atmosphere plays a major role in bringing up the value of the restaurant itself.
Where one eats can be as important as what is eaten. The body is respond to subtle
ways to the surrounding- tension, harsh colors or bad lighting. A good ambience for
eating is more than just a beautiful environment. The brown and black colors for the
restaurant are more conductive to a chill, less tension ambience .Other than that,
lighting in the space will also affect the food consumption. The light source in the
space might destroy one’s appetite if is not well considered. Thru the site visit, I’ve
realized that the lighting in moonlight cakehouse is well thought and consider
carefully. The lighting is soften and focused on the table top. In this way, the food
colors are sharp and clear and people tend to focus on the colors thus enhance the
whole food presentation. Furthermore, due to the availability of materials, diffusion
effect from other culture, the way of presenting the food also evolves over time.
The bakers make a twist on the cakes from the traditional not only to follow the
trend nowadays but also grabs customers attention with eye-catching creations.
Therefore, the foods are not only taste good but also visually appealing which will
stimulate one’s appetite.

The methods that are used to continue this research is conducted a site research
before going to the site and identify which locations are more preferred by people
to pass by or hang out. On site observation will be taken out and interviews will be
the main channel for data collection to record customers experience and
satisfaction. Online research based on the implication of the atmosphere of the
space on the food consumption also included.

The outcome of the study will be portrayed in photography and video recording
with a written research proposal which might be beneficial in finding out the future
trends and its significant relationship with the customers, ensuring a full, reliable
transferred data to the audience.

References:

C. , M., & O. (n.d.). FOOD INTAKE IN MALAYSIAN CULTURE AND SOCIETY:

FOCUS ON THE YOUNGER GENERATION.

Hacco, S. (n.d.). The Delicious Joy of Malaysian Food Culture. Retrieved from
http://ali.usc.edu/blog/malaysian-food-culture/

Hodgson, M. (1982, February 03). AMBIANCE OF EATING: WHAT IS ITS ROLE?

Retrieved from
https://www.nytimes.com/1982/02/03/garden/ambiance-of-eating-what-is-its-role.ht
ml

Sulek, J. M., & Hensley, R. L. (2004). The Relative Importance of Food, Atmosphere,
and Fairness of Wait. Cornell Hotel and Restaurant Administration Quarterly,45(3),
235-247. doi:10.1177/0010880404265345