Filmed on: October 15, 2010
Designers who work with the subject of food are often
called “food designers.” But according to Marije Vogelzang, food is
already perfectly and beautifully designed by nature. Inspired by the
origin, preparation, etiquette, history and the culture of food,
Vogelzang designs from the verb “to eat” and calls herself an “eating
designer.” Designers who work with food often only design and style the
shape of the food on a plate—Vogelzang wonders if there even is
a plate. Her aim is to look at the content and background of the food;
the shape is just a tool to tell its story. Vogelzang discusses the
exploration and potency of a new approach on the act of eating (or is
it a new approach on design?).
Vogelzang is a pioneer in the field of eating design. After graduating
from the Design Academy in Eindhoven in 2000, Vogelzang was determined
to move beyond traditional food styling and create a new direction in
the field of design. She developed her vision to create designs based on
the verb “to eat” and became an “eating designer.” She started a
catering business (now a restaurant, called Proef) in 2004 in Rotterdam and expanded to Amsterdam in 2006. In 2010 she started Studio Marije Vogelzang,
a small firm that works with the food industry to create eating-based
art installations, designs and develops restaurant concepts, long-term
medical projects for hospitals and various social projects for clients
around the world. Vogelzang frequently lectures internationally about
her work and vision, showing the potential of a new approach to the act
of eating and a new approach to design.
From pitch to launch, what transpires between designer and client is often unseen and little-talked about, the details known only to a privileged few. But what if we could have a seat at the table? Be flies on the walls in the conference rooms of design presentations between designer and client? With “One + One,” we can!
Section: Why Design -
branding, business, INitiative, Gain conference
What’s stopping you from doing what you really want to
do, especially in a challenging economy? (That’s just opportunity
knocking!) With an introduction by “Gain” co-chair Kenna Kay, hear ten
designers tell their personal reinvention stories in just two minutes
each. Learn it—and live it.
Section: Why Design -
Conference , business, Gain conference
In the current moment of economic uncertainty, we are all taking stock and once again turning to innovation as the silver bullet that will guide us forward. Yet in the eyes of many leaders, innovation seems tightly coupled with science, technology, engineering and math—the STEM subjects. Maeda posits that we need to add STEAM to STEM by adding art.
The “Masters of Design”-Gadi Amit, CEO of the industrial
design firm NewDealDesign; Bjarke Ingels, founder of the
architecture firm Bjarke Ingels Group (BIG); and Fiona Morrisson,
director of brand and advertising at JetBlue;-joined in an engaging
conversation about design's impact on business innovation with
Fast Company editor Linda Tischler.
AIGA’s chapters allow our members to form powerful social and
professional bonds through conferences, competitions, lectures and
Section: About AIGA -
Learn more about AIGA’s national conferences and events, and access videos from select conferences and awards events.
Section: Events and Competitions -
Conference , Event
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