This thesis documents the process of designing a new experience of eating insects for Westerners. By using the ViP approach, a research phase was carried out which revealed topics into food acceptance and choice, and the relationship between food, biology, psychology, and culture. Interviews were conducted to find out what people think of eating insects and about their eating habits. An experiment was performed along with analog observations to determine how people behaved and reacted to manipulating, cooking, and tasting different insect dishes. A memory-work session was conducted to discover the symbolic role of insects. Subsequently, a vision for a future context and design was proposed, and finally a concept was developed: The Hive restaurant. The concept tries to alternate between positive and negative emotions and to divert the attention away from the insects, to eventually create anticipation and curiosity, which in their turn will create an experience and environment that will encourage insect consumption.