Dean & DeLuca and Ole Scheeren present food as a lively cultural and social experience at Design Miami 2016. Janice Seow reports.
Dean & DeLuca, the famed New York gourmet market and leading international purveyor of fine food, has partnered with internationally renowned architect Ole Schereen on a prototype for its new chef-led fast food concept at Design Miami 2016.
The project, called STAGE, is a rectangular volume of mirrored stainless steel that reflects its environment – thereby assuming an active visual dialogue with its context. Two horizontal plates, one floating above the other on a cushion of soft light, contain an undulating topography of white Corian that unfolds a dramatic landscape of food and ingredients. The complex functions of kitchen equipment and technology needed to conserve and prepare food are visibly integrated with this bespoke, high tech display system.
STAGE is designed as a theatrical platform that invites social interaction between customers and staff. Guests can watch food being prepared, or collect food and drink, while those working behind the counter assume the roles of cast, experts in their respective field of action. The result is an interactive spectacle of making, offering and consuming.
According to Scheeren, the project was rooted in Dean & DeLuca’s heritage and as well an investment in new and radical ideas.
“We had to think about what we could do with Dean & DeLuca as a whole and how we could expand its mission. We had to understand what it was, what it is now and how we could project it forward into the future. I think food is a very important social and sensual experience and STAGE is a powerful tool to amplify that,” says Scheeren
Watch Ole Scheeren discuss STAGE in this video.
Design Miami 2016 is being held from 30 November to 4 December at Meridian Avenue & 19th Street, Miami Beach, USA.