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re:imaging FOOD
WORKSHOP
how to create narratives for future food systems / storytelling and art direction in food communication and food futures
SUMMARY | re:imaging FOOD is a workshop about creating phygital narratives and aesthetics by using expertise about food systems, food cultures and food futures. The Austrian design duo honey & bunny (Sonja Stummerer and Martin Hablesreiter) presents and collaboratively develops future food scenarios, and experiments together with workshop participants.
GOALS | re:imaging FOOD creates food visions (sustainable narratives and aesthetics) with a focus on communication and design. It produces ideas, imagery and design concepts to create and communicate change within food systems. It integrates participants in a creative process and engages them as designers and thinkers.
CONTEXT | Producing, processing and consuming food affect individuals (and their health, freedom and dignity) and society (concerning economic and cultural opportunities, peace and equality). This applies not only to a seemingly abstract future, but also to the present – socially as well as ecologically.
The way a society approaches food production says a lot about its attitude towards nature. Storytelling plays a central role within future food, sustainable development goals and climate measures. A future does not happen, if people cannot vision/imagine/picture it. If we want to actively design a positive future, we must be able to picture it first in order to make it happen. Without corresponding/relevant imagery an ecologically, socially and economically sustainable future will not happen. How could we create new food narratives? How can design and digital tools help to build these? What imagery do we need to communicate the vision of future foods?
HONEY & BUNNY is an interdisciplinary design and eat art atelier, founded by Sonja Stummerer and Martin Hablesreiter in Vienna. They both studied architecture in Vienna, London, and Barcelona. After graduation they worked for a year as architects in Tokyo, Japan, before founding honey & bunny production in 2003. They have realized several building projects in Vienna, directed a movie “food design – der Film”, curated the exhibition “food design” at the MuseumsQuartier Wien, and participated as designers and eat art artists in numerous international solo and group exhibitions, among others in London, New York, Paris, Shanghai, Beijing, Cape Town, Zürich, Vienna, Salzburg, Milan, Amsterdam, Gwangju, and Hanover. Since 2011 they perform about food, eating, sustainability and cleaning among other locations in London, New York, Milan, Paris, Vienna and Salzburg.
Sonja Stummerer and Martin Hablesreiter published six illustrated books about food, eating and cleaning, they were teaching at several Universities in Austria, Germany, India, Turkey and Romania and they have given many international talks.
Luki Huber
WORKSHOP
Luki Huber (Lucerne 1973) trained at the Schule für Gestaltung Luzern and the Escola Massana in Barcelona. Since 1994, he has regularly collaborated with companies such as Cerabella, Xocoa, elBulli, and Lekué.
From 2000 to 2005, he worked exclusively with the creative department of elBulli on an interdisciplinary experiment between haute cuisine and industrial design. The results of this experience were recently exhibited in “D.Day, le design aujourd’hui” at the Centre Pompidou in Paris.
From 2004 to 2009, he was a product design professor at the Eina School in Barcelona. In 2009, he created his own tool for methodical work, Manual Thinking. In 2015, he co-published the book «Manual Thinking, the tool for managing creative teamwork» with Gerrit Jan Veldman.
In 2018, he published the book «Designs and Sketches for elBulli,» which summarizes his work for the restaurant.
The workshop:
The workshop “Fooddesign Phygital» with Manual Thinking is a systematic search for opportunities for Fooddesigners related to the digital and physical sphere. The workshop will take place in the Manual Thinking space. At first, attendees can see on a timeline some results of Luki Huber’s work related to fooddesign. Next and with the help of Manual Thinking we will generate the maximum number of ideas related to the topic.
Tools for optimising the creative process
Manual Thinking was conceived in the product design studio of Luki Huber, as a result of the search for the optimization of the studio´s creative process, wherein teams of clients and users are invited to participate. The tools originated when Luki Huber, Swiss product designer based in Barcelona, connected his passion for maps with the apparent lack of systems to properly manage creative methodology with. Together with Gerrit Jan Veldman, product designer from Dutch origin, they shaped Manual Thinking into its current product and service range.
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Bompas & Parr
Pablo Britton
About Bompas & Parr
Architects of taste; feeding minds and stomachs.
London based, operating globally, Bompas & Parr is recognised as the leading expert in multi-sensory experience design. The studio works with commercial brands, artistic institutions, private clients and governments to deliver emotionally compelling experiences to a wide variety of audiences. Sam Bompas and Harry Parr first came to prominence through their expertise in jelly-making, but the business rapidly grew into a fully-fledged creative studio offering food and drink design, brand consultancy and immersive experiences across a diverse number of industries.
About Pablo Britton
Development Chef | 20+ Years in F&B
With two decades in top-tier commercial kitchens, Pablo has worked across fine dining and pastry including at Attica, the Rockpool Group, and Vue De Monde, with stints in Michelin starred restaurants in Europe and the UK. In the event space, I’ve delivered projects for renowned businesses such as Meta, Aesop, and the National Gallery of Victoria, working with partners such as Noma and Melbourne Food and Wine Festival.
Combining a design degree with culinary expertise, Pablo brings a distinctive blend of creativity and cooking innovation. Passionate about ideas-driven projects, with a curiosity for the evolving landscape of F&B.
Carolyn Steel
Carolyn Steel is a leading thinker on food and cities. Her award-winning books Hungry City: How Food Shapes Our Lives (2008) and Sitopia: How Food Can Save the World (2020) have been translated into 12 languages, establishing her concept of ‘sitopia’ (food-place) internationally. Carolyn studied architecture at Cambridge University and has since been a visiting lecturer at universities including Cambridge, Wageningen, Slow Food and the London School of Economics. A director of Kilburn Nightingale Architects in London, Carolyn is in worldwide demand as a speaker. Her 2009 TEDGlobal talk has received 1.4 million views.
Alice Rawsthorn
Alice Rawsthorn is an award-winning design critic and author, whose books include Design as an Attitude and, most recently, Design Emergency: Building a Better Future, co-written with Paola Antonelli, senior design curator at MoMA, New York. Alice’s weekly design column for The New York Times was syndicated worldwide for over a decade. In all her work, Alice champions design’s potential as a social, political and ecological tool to foster positive change. Born in Manchester and based in London, she is a founding member of the Writers for Liberty campaign for human rights and a cofounder, with Paola, of Design Emergency, a podcast, YouTube channel and research platform that investigate design’s role in forging a fairer future.
Marije Vogelzang
Marije Vogelzang is a visionary designer, speaker, author, and a world-renowned pioneer in the realm of food design. With a distinguished career that spans the globe, Marije has successfully exhibited her groundbreaking work worldwide. Her transformative designs have graced renowned institutions such as the Tokyo Metropolitan Art Museum and the Cooper Hewitt Smithsonian in New York.
In addition to her global impact as a designer, Marije Vogelzang has spent eight years as the head of the «Food Non Food Department» at Design Academy Eindhoven.
As an author, her latest book, «Lick It: Challenge the Way We Experience Food,» revolutionises our understanding of the act of eating. Through sensory exploration and imaginative concepts, she challenges us to expand our palates and unlock the extraordinary connections between nourishment, creativity, and the human experience.
Joan Simó
Joan Simó has a biology background and a doctorate in agri-food engineering and biotechnology—researcher for over 12 years and scientific director of the Miquel Agustí Foundation. In 2019, he became the coordinator of the agri-food field at the UPC. He has been the director of innovation and sustainability of the Ametller Origen Group and a teacher at the Escola d’Enginyeria Agroalimentària i Biosistemes de Barcelona (UPC) since 2008. He is also a founding partner of two companies: Germina Green Design, which is related to designing green roofs and solutions for the city, and ADN Institut, which is dedicated to genetic diagnosis and counselling.
Andoni Luis Aduriz
Mugaritz
Andoni Luis Aduriz (San Sebastián, 1971) has led Mugaritz since 1998, a project that he defends as a creative ecosystem where cooking is just the pretext for deep interdisciplinary experimentation for which he has earned 2 Michelin stars and has been the only space considered by For 14 consecutive years, one of the ten best restaurants in the world according to the renowned list of The World’s 50 Best Restaurants. In 2023, Andoni Luis Aduriz was awarded the Icon Award from this same prestigious list for his contribution and inspiration to the global gastronomy sector. This same year, according to Forbes magazine, he was considered one of the 100 most creative people in the world. Defender of the flavour that stories have, of exploration as a slogan or of the many possibilities that gastronomy has when it transcends its conventional margins, Andoni is an active disseminator (of knowledge associated with connections between food, neuroscience, health, nutrition, culture…) and communicator (author of more than a dozen books -among which are collaborations with scientists and thinkers). Founding trustee of the Basque Culinary Center, his presentations in forums such as Harvard University or MIT, his membership on the Board of Trustees of the Basque Culinary Center Foundation and the Board of Directors of Innobasque or his position as an innovation and creativity mentor at Madrid Culinary Campus ( MACC) are reflection of Mugaritz’s vocation to disseminate the knowledge acquired in the field of creativity in organizations, health, perceptions, or the food of the future… Since 2018, he has been president of the chefs association Euro-Toques Spain. His particular gastronomy vision and critical outlook are also reflected in the articles he has written weekly since 2013 for El País Semanal. During his career, he has received awards such as the National Gastronomy Award, the Chef’s Choice Award from St. Pellegrino, the Eckart Witzigmann Award, the Healthy Gastronomy Award from the Royal Academy of Gastronomy and the National Hospitality Award in the category of best chef. -entrepreneur awarded by Hostería España, among others. He has recently been named Goodwill Ambassador of Japanese Cuisine (awarded by the Minister of Agriculture, Forestry and Fisheries of Japan) and awarded The Best Chef Science Award according to the Best Chef Awards.
Alex Dilmé
GBfoods Chief Sustainability Officer
With an extensive experience in Corporate strategy & sustainability and as a founder of 3 NGO’s, Alex today is in charge of defining, translating & executing GBfoods firm sustainability ambition.
About GBfoods
Global culinary FMCG group
GBfoods is a leading food group based in Barcelona with presence across Europe and Africa. As a family owned business with a long-term vision, GBfoods’ shareholders have a firm belief that the company must act as a catalyst for transforming a still unsustainable food system. Among many initiatives, tackling Africa malnutrition, Africa’s leading food related disease clearly stands out. With a very bold vision: providing 100 million fortified portions per day by 2030.
Toni Massanés Sánchez
Toni Massanés is a gastronomer dedicated to teaching, writing, and research. He has traveled extensively to learn from experts, producers, artisans, and chefs about prestigious food cultures worldwide. He has contributed to books, studies, strategic plans, websites, and guides on food, restaurants, local products, health, gastronomic heritage, and historical cuisine. He designed and directed the Corpus of Catalan Cuisine and the encyclopedia Our Cuisine and curated national and international exhibitions. Currently, he writes for La Vanguardia’s COMER section and COCINA magazine, speaks on Catalunya Ràdio’s Un restaurante Caníbal en Berlín, and appears on TV3’s Planta Baja. He has received prestigious awards, including the City of Barcelona Award, Juan Mari Arzak Award, and the Special Award from the Catalan Academy of Gastronomy and Nutrition 2024. Since 2003, he has been the general director of Alícia (Food and Science), a leading gastronomic R&D center promoting better eating habits, culinary medicine, and support for food producers and sustainable practices.
The selected keynotes address the need to highlight design as an attitude and a pathway to creating a better world. The carefully curated selection of keynotes uniquely resonates with the crucial need to emphasize the role of design as an influential attitude, particularly within the realm of food. These keynote speakers intricately weave together the threads of culinary innovation, sustainability, and holistic food system design.
These experts underscore how design isn’t just about aesthetics or efficiency; it’s a paradigm shift that has the power to shape a better world through food. By considering the entire lifecycle of food—from production and distribution to consumption and waste management—the speakers demonstrate how design can be a force for positive change in promoting healthier, more sustainable, and culturally enriching food experiences.
In essence, the keynotes elevate the perspective of design within the context of food, urging us to view it as an overarching attitude that can revolutionize how we approach culinary practices, address food-related challenges, and contribute to a more harmonious and resilient global food system.