FROM THE SPOON TO THE CITY

From the Spoon to the City is the slogan created by Ernesto Rogers in 1952 in the Charta of Athens. He explained the typical approach of a Milanese architect, designing a spoon, a chair, and a lamp and in the same day working on a skyscraper.

MADE IN ITALY

The uniqueness of Made in Italy in the world is based on Italy’s three great strengths: ideas, craftsmanship and taste.

FOOD DESIGN

Today I would like to paraphrase the well-known slogan of Rogers illustrating how Food Design changed the society and its cities thanks to design thinking of food facts. From the design of a spoon to the catering sector, from the great food fair to local markets that now have turn into meeting places and have changed the cities’ habits and architecture.

CITY MARKETS

Three interesting Italian examples of market are: Eataly, Mercato Centrale and Testaccio’s Market in Rome. In all those formats, the market is no longer only a place where products are offered for sale, It’s a place where you meet people, you eat, taste, buy and learn.

CHEF AND DESIGNER

If we talk about food design we have to talk about Chefs. What are their duties? Today the chefs’ exposure to mass media is huge but can we really equate them with designers? Designers and chefs have duties in common: creating an original course or designing a product are both issues that deal with the delivery of a satisfying final result from aesthetic and functional points of view.

FOOD DESIGN MANIFESTO

1FOOD DESIGN DEALS WITH DESIGN IN THE FOOD SECTOR.

2FOOD DESIGN IS A SPECIFIC DESIGN AREA THAT AIMS TO PRODUCE EFFECTIVE SOLUTIONS FOR THE ENJOYMENT OF FOOD IN SPECIFIC CONTEXTS AND SITUATIONS.

3FOOD DESIGN AIMS TO GIVE SHAPE TO THE INTERFACES AND SERVICES IN THE WAY THAT IS MOST APPROPRIATE TO THE CIRCUMSTANCES IN WHICH THE PRODUCT IS CONSUMED.

4THE MANUFACTURABILITY AND THE SERIALITY OF A PRODUCT OR SERVICE ARE THE CONDITIONS UNDER WHICH A DESIGN MAY BE CLASSIFIED AS FOOD DESIGN.

5THE MAIN CRITERIA THAT AN EDIBLE FOOD DESIGN PRODUCT HAS TO SATISFY ARE: PORTIONING, MODULARITY AND FORMAT BEING APPROPRIATE TO THE CONTEXT AND TOOLS IN AND WITH WHICH IT WILL BE CONSUMED.

6A FOOD DESIGN PRODUCT IS DESIGNED TO OFFER A SERVICE TO ONE OR MORE PERSONS WHO HAVE DEMONSTRATED CERTAIN NEEDS, OR TO MAKE AN ACTION RELATED TO FOOD MORE EFFECTIVE THROUGH A TOOL DERIVED FROM ITS DESIGN.

7FOOD DESIGN MEANS DESIGNING ACCORDING TO STANDARD DESIGN PROCEDURES THAT IN ADDITION TO PURELY FORMAL OR DECORATIVE RESEARCH, ALSO INVOLVE RESEARCH INTO INNOVATIONIN THE PROCESSES RELATED TO PRODUCTION, DISTRIBUTION AND CONSUMPTION.

8FOOD DESIGN IS A PRIVILEGED TOOL AND PARTICULARLY EFFECTIVE IN THE DEVELOPMENT AND PROMOTION OF THE TERRITORY THROUGH ITS OENOGASTRONOMIC WEALTH.

9DUE TO ITS LINKS WITH NUTRITION, FOOD DESIGN CAN ALSO BE CONSIDERED WITHIN THE CONTEXT OF SOCIAL DESIGN AND CAN ENVISAGE PARTNERSHIPS WITH NO-PROFIT GROUPS AND ORGANIZATIONS.

10A FOOD DESIGN PRODUCT IS DESIGNED WITH THE SOLE PURPOSE OF GENERATING BENEFITS FOR THE USER. THE ENTIRE PROCESS HAS TO INTERACT IN ORDER TO PREVENT EXPOSING THE USER TO RISKS RESULTING FROM POOR DESIGN OR INADEQUATE ATTENTION PAID TO THE REGULATIONS REGARDING PRESERVATION, PRODUCTION TECHNOLOGY, ERGONOMICS AND MICROBIOLOGY RELATED TO FOODSTUFFS

CONCLUSION

Food Design claims the right to beauty of food acts, whatever they are. However, in order to satisfy your appetite, I would like to give you the Spaghetti Carbonara recipe as a present, reminding you that pasta shapes are one of the most successful Food Design projects. Pasta shape is a beautiful product that soaks up the sauce, holds up to cooking, represents the regions it comes from and when pasta is made with the appropriate raw material It’s really tasty.