Food Design Project

The American magazine Family Style – unveiling at EuroCucina its debut issue, expected to be released in the summer – shows how foods can be “Objects of Affection” with chef, food editor and James Beard Award-winner Sophia Roe, and the founders of the Amsterdam design studio DRIFT, Lonneke Gordijn and Ralph Nauta. The project was born from a custom menu created for the magazine by the famous Argentine chef Francis Mallmann (owner of nine restaurants around the world, successful book author, influencer with over 1.2 million Instagram followers, and leading expert in the world of open flame cuisine). Sophia Roe will cook her own personal version of his dishes with a surreal aesthetic, at the same time exploring the ancestral relationship that binds us to food and its preparation. Family Style has then entrusted DRIFT studio with the design of an original artwork for the limited-edition cover of its first issue: the Dutch designers will create it tying in with their latest research project on materialism, which analyzes the way in which people interact with everyday manmade objects. Mundane products such as cars, pencils or watches are reduced to the raw materials they are made of and then displayed in the form of rectangular blocks.

The taste experience by Sophia Roe will focus on breadmaking. Growing up without inheriting any family or local traditions related to food, she has turned her work into a pilgrimage devoted to strengthening her sense of family, tradition and belonging. It is through the process of making bread that she finally found a purpose. Her approach to the simplest of foods now entails dozens of different doughs, techniques, mixtures and tools, thus representing her profound respect and unshakable belief that, if united in harmony, we too can be the “ingredients” of a single family.

9.30am – 12.00-noon: Breadmaking
12:30pm – 2:30pm: Breadmaking
2:30pm – 3:00pm: Presentation of Family Style with Sophia Roe and Joshua Glass 
3:30pm – 6:30pm: Breadmaking

Family Style is a new arts and style journal at the intersection of food and culture. Founded in New York and created by journalists from around the world who have worked at the United Nations, Vogue, and The New York Times, the quarterly magazine showcases unique and compelling culinary experiences.

Food Design Arena, Pavilions 2 - 4

Louise Long, Founder and Creative Director of the British publication Linseed Journal – together with Francesca Sarti, Founder of Arabeschi di Latte design studio – unveils A Humble Gathering: a collection of objects and stories from past and present, designed to inspire appreciation, resourcefulness, and frugality towards the more-than-human world. 

The word “human” comes from the Latin “humilis”, meaning “from earth”. A Humble Gathering emerges from this premise, and invites visitors first to The Humble Table – an assemblage of curiosities, from uniquely sourced natural materials to objects of contemporary craft and wonders of cultural heritage. 

Across the space, The Humble Kitchen unveils the simple, humble act of making dorodangos (translating as “mud dumplings”): the Japanese art form in which mud and water are modelled in the hand, forming perfect, shiny spheres. During the day, visitors are invited to create (and take away) their own dangos from carefully-sourced cereals, seeds and soil, using recipes specially conceived to nourish the soil, our waters, birds, and bees. 

These simple, mindful gestures will be accompanied by a video piece by artist Mael Henaff, imparting the workspace with a quiet, meditative rhythm. Limited edition printed materials, meanwhile, will serve to uncover the surprising stories behind the Gathering of objects and materials. 


Linseed is a celebration of cultural crossover and local identity. Each print edition is inspired by a single ingredient with enduring cultural significance – an edible material at convergence of the human and natural worlds. Through varied writings and specially-commissioned artwork, recipes and poetry, Linseed unites emerging and established talents from across six continents, each offering a local lens on culture and place. Off the page, Linseed runs a programme events, both locally and internationally, from dinners to exhibitions. Linseed Journal was founded by Louise Long in London in 2022 and is distributed worldwide to specialist bookstores, independent shops, galleries and institutions. 
 

Food design Arena, Pavilions 2 - 4

The Austrian magazine Preserve Journal collaborates with Belgian artist Grace Gloria Denis to offer “Digesting Degrowth – Care, Commons, Frugal Abundance, and Conviviality”. The project explains how the concept of “degrowth” (a contemporary political, economic and social approach that favors controlled, selective and voluntary reduction of production and consumption, with the goal of establishing balanced relationships between man and nature for sustainable development) can connect and be experienced in relation to food production and consumption. The performative tasting experience will invite visitors to explore, in a creative way, some of the founding principles of this movement: “care”, “nourishment ”, “frugal abundance” and “conviviality”. The menu is created in collaboration with Claire Staroccia and Dan Gibeon from Rito Pane in Stiffe, Abruzzo.

Taste experience curated by Grace Gloria Denis
Care
9:30am – 11:30am
Menu: bread, honey, tahini, salt
Participatory gesture: preparation of lemon posset and barley water

Community
11:30am – 1:30pm
Menu: laminated pasta with foraged wild herbs
Participatory gesture: preparation of the pasta

Frugal Abundance
1:30pm – 2:30pm
Menu: lemon and wild herb posset 
Drinks: barley water from Carnaroli rice and Piedmontese hazelnuts 
Participatory gesture: preparation of the leaves for the dolmades

Conviviality
3:15pm – 5:30pm
Menu: dolmades with Carnaroli rice
Drinks: selection of natural wines
Participatory gesture: preparation of the dolmades

In line with the principles of the project, these activities will engage local farmers who, through their important work of regeneration and care, challenge and resist the dominant model of growth for its own sake. Food will be served in containers made from biodegradable materials. To raise visitors’ awareness and help them better understand the concept of degrowth, a booklet created by the magazine will be distributed.
The Preserve Journal is dedicated to observing and showcasing sustainable, resilient and responsible food culture. The magazine was founded in 2018, out of the desire to take part in the environmental debate through the lens of food, to create a place where, together, we can imagine a “different” and fair food culture. The magazine strives to be an activist and transformative storytelling platform.

Food design Arena, Pavilions 2 - 4

Magnifying glasses, hand-hewed wood boxes, edible perfume, and risotto with the texture of ice cream form the foundation of Magazine F’s performative and sensory tasting experience at Salone.

Bobby Cortez — the visionary and eclectic American food artist who’s been a private chef to Lady Gaga, Microsoft co-founder Paul Allen, along with actors Eddie Murphy, Antonio Banderas, and Melanie Griffith — will lead guests, with assistance from Victoria Kaiser, through a one-of-a-kind experience with food. 

Entitled “Origin – Transformation – Consumption,” Cortez’s Salone collaboration is in partnership with Magazine F, the Food Documentary Magazine. Each issue of Magazine F is a 360-degree exploration of how an ingredient is grown, prepared and shared around the world. In-depth interviews, fascinating facts, inspiring stories and beautiful photos depict the everyday ingredients that chefs use to prepare foods in completely innovative ways. 

Magazine F is published in both Korean and English by South Korea’s B Media, and distributed in North America by entrepreneur Christopher Mascis. The publication is known worldwide for its singular approach to enriching readers’ experience with everyday ingredients. Each issue puts one ingredient “under a magnifying glass” to give readers—and for Salone, attendees—an up-close-and-personal, kinesthetic experience with ingredients in fresh, unexpected ways. 

Together, Cortez and Mascis will put their work under literal magnifying glasses to give Salone attendees an entirely unique interaction with single ingredients.

Mascis will share compelling remarks about the main themes of the magazine: 

“Origin” (how and where a food is grown, tended, and harvested), 

“Transformation” (how history, economics and culture affect the way humans impact ingredients to meet their needs and express their desires), and finally, 

“Consumption” (how the preparation and savoring of ingredients reflects our identity, creativity, curiosity, and the joy of life).

At Salone, Mascis will also highlight the relationships between these themes from Magazine F and Salone. For example, like food, furniture expresses a human need as ancient as our need to feed ourselves. Like food, the products on display at the Salone come from the raw materials (“ingredients”) of earth (wood, stone, metals), and are designed and physically transformed to then be “consumed” in homes and offices. And then, just like food, support daily life. 

This captivating sensory tasting experience curated by Bobby Cortez will spotlight single ingredients, activate attendees to experience the essence of ingredients in entirely new ways, and bring Magazine F to life:

9:30 – 11:45 ORIGINS: 
Chocolate Soil, roasted almonds, buckwheat, tarragon, candy cap mushroom cream, Ceylon cinnamon 

Menu: chocolate-mushrooms-spices / chocolate earth, tarragon, caramelized mushroom cream, Ceylon cinnamon

Guests will examine their food through magnifying glasses and savor it from a new perspective.

12:00 – 2:30 TRANSFORMATION:
Honey-Tea-Yogurt

Honey butter cake, tangy yogurt cream, honeycomb tuille, Edible perfume of Roman chamomile, oat cream, lavender honey and candied bergamot peel  

Inspired by a perfume maker profiled in Magazine F, Cortez will take participants through an experience with glass vases containing a single calla. A sauce infused with the aroma of honey can be poured from inside the flower into a bowl —showcasing the essence of what bees do to transform pollen into honey.

3:15 – 5:30 CONSUMPTION

Rice-Coffee-Wine

In this ode to Italian culture, guests will enjoy cream of Acquarello Carnaroli risotto—with the texture of ice cream—and sauce of Barbaresco red wine and sabayon of single origin coffee.

Attendees will engage with these tastes via a small black box—unlocking it with a key to find the treasures hidden inside.

Food Design Arena, Pavilions 2 – 4 

Farta is a magazine dedicated to presenting Portuguese folk dishes. In line with this culinary concept, two of its founders – Rafael Tonon and Ricardo Barbosa – have collaborated with Projecto Matéria, an initiative that showcases the value of Portuguese producers, their good farming practices and the different local cultivations grown across the country, interpreting and amplifying their quality.
This will be the focus of their taste experience and presentation at EuroCucina.

Taste Experience
12:00-noon – 12:30pm
4:30pm – 4:30pm 
Performance by Projecto Matéria: chef João Rodrigues will serve a taste of one of the most traditional dishes in Portuguese cuisine, Cozido à Portuguesa. The performance-aperitif will be served around the chef’s table.

Farta is a mix of magazine and artistic platform, pursuing the mission to shed light on the little-appreciated traditional dishes of Portuguese cuisine. Rather than a print object, Farta is a dinner-time conversation that leverages the collaboration between food journalist Rafael Tonon and design studio Another Collective. Each issue celebrates Portuguese folk cuisine and dives deep into the artistic and behavioral aspects that underlie its dishes. Through articles, essays and creative work inspired by each recipe, Farta unveils what shapes Portugal’s rich culinary identity.

Food design Arena, Pavilions 2 - 4

The Italian magazine L’integrale, led by Diletta Sereni, stages “Mangiare il mare” (Eating the Sea) with visual artist Luca Trevisani, who curated the setup of the project, and chef/writer Tommaso Melilli, who will manage the taste experience. The sea of the future is empty of fish: people thus find themselves exploring the boundaries of what they are used to fishing. On the stage, we see a kitchen-pantry that can extract the flavor of the sea with broths, juices, and gravies based on invasive species that have supplanted the ones we currently know. In the sea of the future, even stones become resources of taste and nourishment, and algae, now confined to the margins of our culture, become instead a crucial ecological resource, as both food and medicine. The installation represents this point of view: with algae set on mirror-finish steel structures and totems built with rocks and crabs, placed on the large table. The presentation/talk will give a sneak peek of the upcoming issue of the magazine, titled “Splash, seas and other waters”. The focus will be on themes such as the value of forgotten sea things as food, the history of broths as the basic ingredient at the origin of restaurants as we know them now, and the symbolic value of water-food that can take on any possible flavor. Shedding light on how we eat the sea, with which objects, gestures, and forms of socialization.

Taste Experience with Tommaso Melilli 
9:30am - 12:30pm
4:30pm – 6:00pm

Food design Arena, Pavilions 2 - 4