1. FROM THE SPOON
TO THE CITY

2. From the Spoon to the City is the slogan
created by Ernesto Rogers in 1952 in the Charta
of Athens. He explained the typical approach of
a Milanese architect, designing a spoon, a chair,
and a lamp and in the same day working on a
skyscraper.

3. MADE IN ITALY

4. The uniqueness of Made in Italy in the world
is based on Italy’s three great strengths:
ideas, craftsmanship and taste.

5. FOOD DESIGN

6. Today I would like to paraphrase the well-known
slogan of Rogers illustrating how Food Design
changed the society and its cities thanks to design
thinking of food facts. From the design of a spoon
to the catering sector, from the great food fair to
local markets that now have turn into meeting
places and have changed the cities’ habits and
architecture.

7. CITY MARKETS

8. Three interesting Italian examples of market are:
Eataly, Mercato Centrale and Testaccio’s Market
in Rome. In all those formats, the market is no
longer only a place where products are offered for
sale, It’s a place where you meet people, you eat,
taste, buy and learn.

9. CHEF AND DESIGNER

10. If we talk about food design we have to talk about
Chefs. What are their duties? Today the chefs’
exposure to mass media is huge but can we
really equate them with designers? Designers and
chefs have duties in common: creating an original
course or designing a product are both issues that
deal with the delivery of a satisfying final result
from aesthetic and functional points of view.

11. FOOD DESIGN
MANIFESTO

12. 1
FOOD DESIGN DEALS
WITH DESIGN IN THE FOOD SECTOR.

13. 2
FOOD DESIGN IS A SPECIFIC DESIGN
AREA THAT AIMS TO PRODUCE EFFECTIVE
SOLUTIONS FOR THE ENJOYMENT OF FOOD
IN SPECIFIC CONTEXTS AND SITUATIONS.

14. 3
FOOD DESIGN AIMS TO GIVE SHAPE TO
THE INTERFACES AND SERVICES IN THE
WAY THAT IS MOST APPROPRIATE TO THE
CIRCUMSTANCES IN WHICH THE PRODUCT
IS CONSUMED.

15. 4
THE MANUFACTURABILITY AND THE SERIALITY
OF A PRODUCT OR SERVICE ARE THE
CONDITIONS UNDER WHICH A DESIGN MAY BE
CLASSIFIED AS FOOD DESIGN.

16. 5
THE MAIN CRITERIA THAT AN EDIBLE FOOD
DESIGN PRODUCT HAS TO SATISFY ARE:
PORTIONING, MODULARITY AND FORMAT
BEING APPROPRIATE TO THE CONTEXT AND
TOOLS IN AND WITH WHICH IT WILL BE
CONSUMED.

17. 6
A FOOD DESIGN PRODUCT IS DESIGNED TO
OFFER A SERVICE TO ONE OR MORE PERSONS
WHO HAVE DEMONSTRATED CERTAIN NEEDS,
OR TO MAKE AN ACTION RELATED TO FOOD
MORE EFFECTIVE THROUGH A TOOL DERIVED
FROM ITS DESIGN.

18. 7
FOOD DESIGN MEANS DESIGNING
ACCORDING TO STANDARD DESIGN
PROCEDURES THAT IN ADDITION TO PURELY
FORMAL OR DECORATIVE RESEARCH, ALSO
INVOLVE RESEARCH INTO INNOVATIONIN
THE PROCESSES RELATED TO PRODUCTION,
DISTRIBUTION AND CONSUMPTION.

19. 8
FOOD DESIGN IS A PRIVILEGED TOOL AND
PARTICULARLY EFFECTIVE IN THE DEVELOPMENT
AND PROMOTION OF THE TERRITORY THROUGH
ITS OENOGASTRONOMIC WEALTH.

20. 9
DUE TO ITS LINKS WITH NUTRITION, FOOD
DESIGN CAN ALSO BE CONSIDERED WITHIN THE
CONTEXT OF SOCIAL DESIGN AND CAN ENVISAGE
PARTNERSHIPS WITH NO-PROFIT GROUPS AND
ORGANIZATIONS.

21. 10
A FOOD DESIGN PRODUCT IS DESIGNED WITH
THE SOLE PURPOSE OF GENERATING BENEFITS
FOR THE USER. THE ENTIRE PROCESS HAS TO
INTERACT IN ORDER TO PREVENT EXPOSING
THE USER TO RISKS RESULTING FROM POOR
DESIGN OR INADEQUATE ATTENTION PAID TO
THE REGULATIONS REGARDING PRESERVATION,
PRODUCTION TECHNOLOGY, ERGONOMICS AND
MICROBIOLOGY RELATED TO FOODSTUFFS

22. CONCLUSION

23. Food Design claims the right to beauty of food
acts, whatever they are. However, in order to
satisfy your appetite, I would like to give you
the Spaghetti Carbonara recipe as a present,
reminding you that pasta shapes are one of the
most successful Food Design projects. Pasta
shape is a beautiful product that soaks up the
sauce, holds up to cooking, represents the regions
it comes from and when pasta is made with the
appropriate raw material It’s really tasty.