Talk: Drink Food Design
Thursday 28th May 2011
Speakers: Julian Metcalfe, Afroditi Krassa and Fernando Gutiérrez.
Location: Gallery & Project Space
As part of Great Western Studio’s talk series Talking Ideas: Drink Food Design – will look at how to design for food and particularly wine and how the commissioning process works. This includes restaurant design, designing cookbooks , designing branding for food outlets and designing wine labels.
The talk will look at designing for the consumable. How does a wine label attract the buyer, signal a particular region, sum up a taste? How does a restaurant brand itself so that the food makes sense with the décor? How does good design make food and wine taste even better?
About the Speakers
Julian Metcalfe is the co-founder of Pret A Manger and itsu. Pret A Manger, now in its 25th anniversary year, has over 260 shops worldwide. Itsu (like Pret) does not have a factory or buy in ‘ready to sell’ food, it’s made fresh in every shop. Metcalfe started itsu with the Chelsea conveyor belt restaurant in 1997. The real breakthrough for itsu came with the opening of its first shop on Hanover Square. Many months of development work created an extraordinary harmony between design, equipment, menu and staff.
Afroditi Krassa studied at the Royal College of Art and then became the first ever female designer to be employed by super-duo SeymourPowell. At 23 she redesigns the bra for Channel 4 documentary and sells 2 million. In 2002, she founds Afroditikrassa Ltd since then she has been working with leading brands such as Cassina, DKNY, Ligne Roset, Innermost, E&Y, and Mourad Mazouz (Momo) of sketch. In 2004, she met Julian Metcalfe, who invited her to conceive his new “baby” brand. Two months later, she came back with itsu, now with almost 30 stores in two continents. Krassa is currently working on taking the itsu brand on to the next stage, as well as branding and designing for major UK and international food retailers.
Studio Fernando Gutiérrez specialises in graphic design. His recent projects include the new identity and design implementation for the Prado Museum, The Goya Foundation in Aragon and The Roman amphitheatre in Cartagena, as well as a number of Spanish wineries such as Compania de Vinos Telmo Rodriguez, Valdesil, Losada and Duraton; and the Italian winery Monte Rosola and the French winery Chateau La Casenove. The studio has also been involved in design projects promoting Foster + Partners, and elBulli, exhibition catalogue design for international artists such as Thomas Struth, Ai Wei Wei and many more catalogue design and exhibition graphics at Tate Modern, Tate Britain, and Design Museum.
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