Concepts and Ideas for Commercial Purposes | NEWSLETTER 23
The Place of Food Design
Martí Guixé understands Food Design as being a constitutive movement, as the opening up of a field of action which displaces assumptions of gastronomy, such as eating together, as well as those of design. Here he creates a fictional setting for the representation of a transitional moment which underlines the strength of this displacement. How can we determine Food Design’s role within the set of fields that define the social body?

In the third volume of Spheres, the philosopher Peter Sloterdijk defines the different dimensions of the world, using human factors as variables. Upon these intelligent platforms that make up the human island, the kitchen is an essential instrument for the “transference of interiors”, located in the area of “aromasphere”, the space which generates a sense of belonging. It is habit and tradition which make gastronomy from cuisine, stabilising the results and, through a series of repetitions and prohibitions, setting the standard of comfort. This change of dimension means a change of scale in which we go from the family to the homeland, and its taste markers of identity. From the opposite side, that of renewal, the specialisation of work involves the social production of expert artisans. Reformative proposals of shapes, tastes and textures of creative cuisine emerge from this circle. The interconnection between domestic cooking, local tradition and specialist work form the integrated circuit of the institutional system of gastronomy. Food Design is found outside of its limits.

Food Design takes from design the ability to create worlds as anticipatory projections which go beyond the current state of affairs. In this sense, it replaces debate and deliberation. Their results are prostheses of new agreements where cooking, running temperatures, the accepted spiciness threshold, or the iconicity of presentation are absent. Instead, the ability emerges to generate imaginative horizons where home comforts, tradition and identity are questioned by the social function of food.

Octavi Rofes
Excerpt from the book "Transition Menu – reviewing creative gastronomy"

COMING PROJECTS | Paris, Istanbul, Helsinki, Zurich, Rotterdam, London


Camper Postcard shop
Cherche Midi, Paris

Camper Postcard shop





Lapin Kulta Solar Kitchen Restaurant 140

Rhombus at the
Temporary home for contemporary design and art, HELMRINDERKNECHT, Zurich


The Tonic Death Diet
Future Food House, World Food Festival, Museumpark, Rotterdam

Food Design: A talk by Martí Guixé
At Somerset House
Studio, South Wing, London
19-21.00h , 25.07.2013



RECENT PROJECTS | Eigeltingen-Münchhöf, Milan, Brussels, Miami


Apple Schnapps Tool for Stählemühle

Pianist stool

Camper Postcard shop

Camper Thumbnail shop, Miami    

Copyright © by Martí Guixé. All rights reserved
23 Newsletter July 2013
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