When it comes to food, and not only, we all have little rituals that we are not even aware of. We have a special cup for drinking coffee, special way of eating an orange, special napkins for dinner with the guests, etc. Admit it, it's true! Food is an important compound of our lives and we all have big expectations when it comes to smelling it, tasting it or just looking at it.
But who would of thought there can be a fairy doing the PR for our food? Such a person is called a food designer. Although you may think this is kind of a Chef, the job requires different skills. Beatriz Lloret, my teacher from the Coolhunting course that I take at IED, is a technical engineer in industrial design, studied a postgraduate in product design, has some notions of chemistry and alimentary industry and works as a food designer with elBulli and Escriba.
Food designing is part of a creative process. It all starts with the constant motivation of making the client happy. When creating an event for a specific brand, food can communicate much more than we think and it has to match a lot of variables. Are the people at the event standing or sitting? Which working domain do they belong to? Are they vegetarian? How can we make food matching the brand's personality? How can we make it innovative, tasty but also easy to eat? This is when the food designer comes in and starts talking about deconstruction, reconstruction, trompe l'oeil, crio-kitchen, trash cooking, cromatherapy and aesthetics. In food, of course!
So, after the shop experience we are now talking about food experience. We are not satisfied anymore with food that only stops our hunger but it has to be good looking and offer us a certain amount of fun. Oh, human kind will never ever get bored, that's for sure! The cakes in the pie chart shape from the picture are designed by Marti Guixe, one of the most playful food designers in the world.
But who would of thought there can be a fairy doing the PR for our food? Such a person is called a food designer. Although you may think this is kind of a Chef, the job requires different skills. Beatriz Lloret, my teacher from the Coolhunting course that I take at IED, is a technical engineer in industrial design, studied a postgraduate in product design, has some notions of chemistry and alimentary industry and works as a food designer with elBulli and Escriba.
Food designing is part of a creative process. It all starts with the constant motivation of making the client happy. When creating an event for a specific brand, food can communicate much more than we think and it has to match a lot of variables. Are the people at the event standing or sitting? Which working domain do they belong to? Are they vegetarian? How can we make food matching the brand's personality? How can we make it innovative, tasty but also easy to eat? This is when the food designer comes in and starts talking about deconstruction, reconstruction, trompe l'oeil, crio-kitchen, trash cooking, cromatherapy and aesthetics. In food, of course!
So, after the shop experience we are now talking about food experience. We are not satisfied anymore with food that only stops our hunger but it has to be good looking and offer us a certain amount of fun. Oh, human kind will never ever get bored, that's for sure! The cakes in the pie chart shape from the picture are designed by Marti Guixe, one of the most playful food designers in the world.
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