Food Design

Marije Vogelzang uses food as a storytelling device to explore people’s memories and communicate their stories, taking advantage of taste and smell’s unique power to bypass the processing parts of our brain and connect with our emotional self. In this immersive masterclass, you will discover a new approach to eating and perhaps a new approach to design along with it.

Designers who work with the subject “food” are often called food designers. According to Vogelzang, food is already perfectly and beautifully designed by nature. She designs from the verb “to eat”. She is, for example, inspired by the origin of food, the etiquette, politics, history or the culture of food. That is why she doesn’t call herself a food designer but, as the first in the world, an “eating designer”. It is often thought that designers who work with food only design the shape of the food that is on your 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 the story. Vogelzang is trying to show the exploration and potential of a new approach to the act of eating (or is it a new approach to design?).