Wai & Company is a service concept prototyped at Design Academy Eindhoven, to transform a cold transactional interaction into a social exchange.
The typology of the macaron, a French cookie with two halves, is the platform for sharing. Instead of receiving a macaron with just the flavor of your choosing, half of your macaron is from the customer in front of you. Your chosen flavor in turns becomes half of the customer after you.
Offering a range of flavors from mild (Dutch chocolate) to wild (paprika). This helps each customer express their individuality not only through flavor preference, but also risk profile.
Some customers wanted to keep their flavor choices secret, and deliberately tried not to listen to others’ conversation, in order to make it a surprise. Many customers negotiated with each other about the flavors they would choose. After getting their macarons, they discussed their reactions and sometimes traded their results.