STAGE, a protoype for a new chef-led fast food concept, has debuted last week at Design Miami. Designed by internationally renowned architect Ole Scheeren for New York-based gourmet market and food supplier Dean & DeLuca, STAGE highlights interactive preparation, presentation, and consumption of food as a dynamic cultural and social experience. The new service format will become part of Dean & DeLuca’s expansion throughout key north American cities in 2017.
The object, which combines kitchen and dining functions, is a rectangular volume composed of two horizontal plates of reflective stainless steel. The lower plate houses white corian to showcase food, while the top plate appears to float like a glowing cloud—an altogether dramatic composition that encourages social interaction customers and chefs, creating an exhibition out of the process.
“We had to think about what we could do with Dean & DeLuca as a whole and how we could expand its mission,” said Scheeren. “We had to understand what it was, what it is now and how we could project it forward into the future. I think food is a very important social and sensual experience and STAGE is a powerful tool to amplify that.”
Dean & DeLuca has identified strong design as one of the brand’s core values in order to establish itself as a visionary leader in the international industry. In accordance with this mission, Ole Scheeren conceptualized the design for STAGE to combine a strong contemporary identity with a spotlight on global relevance.
News via: Büro Ole Scheeren