CHRISTINE M. KIM DESIGN & MANAGEMENT PORTFOLIO
Tr a v e l i n g , f o o d , u n d e r s t a n d i n g p e o p l e , a n d p h o t o g r a p h y. I have always been incredibly curious and interested in people. Where they were going, what they were thinking, and what they w e r e d o i n g ? . G r o w i n g u p i n H o u s t o n , Te x a s , I a lway s k n e w t h e r e wa s s o m e t h i n g m o r e f o r m e . A t 1 8 I m o v e d t o N e w Yo r k , o n e o f t h e b e s t decisions of my life; here I was inspired, motivated, and became even more passionate about learning about people and different cultures. Wh e n I wa s 2 0 , I d e c i d e d t o m ove t o Pa r i s f o r a ye a r - u n d o u b t ly t h e b e s t d e c i s i o n o f my l i f e . I n Pa r i s , I d i s cove re d my l ove f o r l e a r n i n g languages, cultural understanding, seeing the world, being a global c i t i z e n , a n d p h o t o g r a p h y.
I spent the year studying , learning French,
and making connections around the world. Iâ€™m adventurous and love a challenge. Highly adaptable, improvise, self-reliant, and independent. Ve r y i n t e r e s t e d i n c u l t u r a l u n d e r s t a n d i n g . O v e r c a m e e t h n o c e n t r i c
TABLE of CON TE N TS
F O O D & C U LT U R E
8 R U E C A F FA R E L L I
WORK EXPERIENCE THE JEWELS OF NEW YORK FRANK’S GRILL PARSONS FASHION SHOW PR CONSULTING
SPREAD KNOWLEDGE FOOD & CULTURE FRENCH STUDIES GRAPHIC DESIGN WORK EXPERIENCE
WO R K experience Through my internships in marketing, public relations, creative project management, event production, social m e d i a , a n d p h o t o g r a p h y, I h a v e g a i n e d experience in communication
The J E W E L S of N E W YO R K
T h e J e w e l s o f N e w Yo r k i s a f o o d s t y l i n g
studio that focuses on catering events,
and locations for photoshoots, recipe
recipe consultation for magazines, and
development and RESEARCH. Day to
food styling, with clients such as Bon
day projects as the studio assistant
Appetit , West Elm , MAC Cosmetics, and
A s i n t e r n a n d a s s i s t a n t t o t h e own e r,
I have maintained their WEBSITE and
and schedules, creating web content,
all written content. My responsibilities i n c l u d e P U B L I C R E L AT I O N S a n d S O C I A L MEDIA ,
R E L AT I O N S H I P S
the daily activities of the studio. Diana
Ye n ,
own e r,
with clients and other businesses for
best assets as organization , project
creating the BUDGET expenses for the
detail, and public relations.
Lo c a t e d i n H o u s t o n , Te x a s , Fra n k ’s G r i l l i s a popular chain of six diners serving breakfast and lunch foods. Since 1994, they have done zero advertising, and instead are known primarily through word of mouth. Without any public relations or marketing intiatives in their 12 years of business, Frank’s Grill asked me to step
SOCIAL MEDIA, PUBLIC R E L AT I O N S, a n d c o n s u l t o n B R A N D I N G in. I manage their i d e n t i t y.
responsiblities menu, food
m a n a g e r,
Cu r re n t ly we
are in the process of creating a website under my direction.
M a n a g i n g cl i e n t s i n cl u d i n g Pro e n z a S ch o u l e r, D r i e s Va n N o t e n , Ve r s a c e , a n d N i n a R i c c i , P R Consulting
BRAND development and R E L AT I O N S f i r m i n N e w Yo r k . is
responsible for sample trafficking and shipping, monitoring media placement, assembling press kits,
the fashion closet, and
administrative tasks. My time at PR Consulting
FA S T PAC E D , M U LT I TA S K I N G
gave me the ability to work in a stressful environment while
a n d m a n a g i n g m y t i m e e f f i c i e n t l y.
“A n e x t r a s p e c i a l t h a n k s t o M a r y a n n e G r i s z ’ s A A S Fa s h i o n Marketing students for all of their work in planning and running t h e s h o w. ” - PA R S O N S
PA R S O N S FA S H I O N PRESENTATION
Wi t h a t e a m o f s t u d e n t s , I o rg a n i z e d Pa r s o n s Th e New School for Design fashion presentation, “Reuse, Recycle, Recontruct” -- an installation of ecologically and socially conscious designs created by fashion design students. The event was a success with a huge turnout, and due to o u r p re s s e f f o r t s , wa s cove re d by Tre e h u g g e r and
f a s h i o n i n d u s t r y. My role as head of the
to compile the guest list, maintain the RSVP list,
DESIGN and the O R G A N I Z AT I O N a n d E X E C U T I O N
event. I also aided in set overall
of the presentation.
March 2, 2010 To Whom It May Concern: I have known Christine Kim for two academic terms, when she was a student of mine in several classes I taught at Parsons school of design. I found Christine to contribute much to class discussion, and add thoughtful comments that were very constructive. She also turned in thoughtfully written assignments on ethnographic methods, and interpreted class reading assignments with much insight. She is very bright, capable, responsible, and enthusiastic in all her endeavors. I am sure she will succeed in whatever she sets her mind to, and for this reason, I am happy to recommend her. Please call me if you have any questions or wish for further information. Sincerely, Timothy Malefyt Vice President Director of Cultural Discoveries BBDO NY 1285 Avenue of the Americas NY, NY 10019 (212) 459-6214
BBDO New York, 1285 Avenue of the Americas, New York, NY 10019 T. 212-459-5000 F. 212-459-6645
FOOD and CULTURE Inspired by my time spent living in France, my curiosity of other cultures, traveling, and love for food, I conducted an ethnography study on French expats l i v i n g i n N e w Yo r k . M y g o a l w a s t o d i s c o v e r h o w t h e i r lives and identities change through food and migration. Through interviews, fieldwork, and in depth research, I used food as an interpretive lens to understand the cultural and social aspects of migration, adaptation, and communication.
V I RT UAL ethnography phase 1: the online presence The first phase explores how the French discuss its traditional ingredients, dishes, and social occasions over the Internet: social networks, blogs, and recipe websites. In addition to the French, I was also interested in finding out how outsiders view French foods and ingredients.
“The class, ref inement, and exquisite taste found in Fr a n c e . . . a r e t h i n g s o n l y A m e r i c a c a n d r e a m a b o u t . I t ’ s c a l l e d c u l t u r e ! T h e c u l t u r e i s a n e x t e n s i o n o f t h a t .”
The first phase of my ethnography
N e w Yo r k e r s
study was to see how French expats
discuss and represent their food and
culture through the Internet, from
p l e a s u r e o f f o o d . 2 ) To o u t s i d e r s ,
social network sites, to blogs, to
French food has an elitist, inclusive
recipe websites. I focused on blogs
image. 3) Outsiders and the French
hold the idea that French food is
Ye l p . B e c a u s e I s p e a k F r e n c h , i t w a s
extremely helpful to read blogs and
4) Outsiders correlate French food
comments on blog posts written in
with a high social status and their
French and in English. I discovered
perceptions of French food parallel
three main points from my virtual
ethnography - 1) The French have a completely different outlook on
F R E NC H cuisine A m y T h o m a s , a N e w Yo r k e r a n d w r i t e r
with a hint of lemon) is “delightfully rich
yet delicate–and remarkably simple but
perfect when done right. All that I love
Pa r i s ,
Fre n ch co u n t e r p a r t s f o r a Pa r i s ce n t r i c
about French pastr y!”
blog . Thomas describes a French moelleux
a l o n g w i t h t h e wr i t e r, p e rce ive s Fre n ch
a s a “ h a u t e d e s s e r t ,”
while an American
Th i s co m m e n t e r, subtlety, an d grace;
dessert is a “snack that can be dunked in
t h e r e i s b e a u t y i n s i m p l i c i t y, j u s t l i k e t h e
m i l k w i t h y o u r f i n g e r s .”
French food can be seen as exclusive, only
privy to certain classes who want “fancy”
and “class” are continuously used when
f o o d . I t i s not a we lcom ing cu isine o p e n t o
everyone, mirroring the stereotype of the
Because food is representative of who you
F r e n c h , k n o w n a s s n o b b y, c l o s e d o f f , a n d
are, perhaps some enthusiasts of French
food are interested in being the image it
re a d e r,
“ r e f i n e m e n t ,”
portrays – a person who is cultured, and dignified with high social status.
AMERICAN c uis ine When Amy Thomas describes the American doughnut to her readers, it soundsbold, in your face, abrasive, and something that begs to be noticed, akin to the American culture. She says, “If you’re French and p r e f e r m o r n i n g s t o b e a l i t t l e l e s s o b s c e n e ,” a n d y o u would prefer a light, delicate brioche to a fried donut. In an article American food critic Alexander Lobrano wr i t e s a b o u t h i s f avo r i t e f o o d s i n Pa r i s , o n e re a d e r says that in the U.S., “equality is being able to dine without dressing up, no matter your social situation o r a t t i r e a n d n o t h a v i n g t o b e j u d g e d .” have
isn’t something anyone can participate in. American food on the other hand, is comforting, welcoming to anyone, and something you can happily eat with your fingers. French food is only for the cultured, more elite classes, so the average Joe will feel out of place.
THE OBSESSION WITH FOOD A French expat’s changing lifestyle
Garance Doré, a French fashion photographer
From my research I concluded that the New
w h o r e c e n t l y m o v e d t o N e w Yo r k , d e s c r i b e s
Yo r k
the changes in her lifestyle and eating habits
relationship with food because they want to go
on her blog post, “Changing Lifestyle, New
along with social norms, eat out like everyone
Yo r k
Pa r i s
S k i n n y.”
c i t y,
change in portion sizes (“BIG!” she exclaims),
inf luences them to change their eating habits
frequently eating out, the growth hormones
and obsess about everything that passes their
i n m e a t a n d d a i r y, a p o p u l a r a n o r e x i c b o d y
lips. When you know so much about your food,
s i z e s h e p e g s a s “ N e w Yo r k S k i n n y , ” a n d N e w
it takes away from the innate, simple, bodily
Yo r k e r s ’ o b s e s s i o n s w i t h e x e r c i s i n g a n d w h a t
they eat, Doré describes her frustration and
intellectual act. both outsiders and the French
how her relationship with food has changed
think that eating French food is a sensual,
d r a m a t i c a l l y.
full body experience that can be compared
Yo r k e r s a r e w i t h t h e i r b o d i e s , e x e r c i s i n g , a n d
to a religious experience. both outsiders and
judging every single thing that entered their
the French think that eating French food is
lips, she too “developed a horrible thing…self
a sensual, full body experience that can be
l o a t h i n g .” D o r é d e c i d e s t o s t o p t h i s “ g a m e ,”
compared to a religious experience.
t o b e h a p p y w i t h h e r “ m u f f i n t o p ,” a n d e n j o y eating again.
t h e BAGUETTE phase 2: tracing the history of an ingredient
In the second phase, I selected a traditional ingredient in French culture and cuisine - the baguette. I researched its origin, its trade f lows, and its distribution, and explored how baguettes are marketed, packaged, and sold in the US. This research led me to further understand the perception of French food in the US, and why the baguette is such an essential part of French
A SOCIAL BIOGRAPHY OF FRENCH BREAD
and to a
to below 150 grams. Because of the loss
artisan bakers come together to try
to save their French tradition. In
1993, the government enacted a law
stating that baguettes de tradition
“must be mixed, kneaded, leavened
i d e o l o g y,
n e c e s s i t y.
ever being frozen. They must also be
American inf luence on France have
o n l y… w h e a t f l o u r, w a t e r, s a l t a n d
contributed to the loss of quality
y e a s t .” T h o u g h b r e a d c o n s u m p t i o n
in French bread, followed by the
is just a fraction of what it used to
general lack of interest, and reduced
be, it is still a part of daily French
consumption. In Pre-Revolutionary
life, stemming from France’s crucial
France people ate around 900 grams
reliance on bread to survive in Pre-
o f b r e a d p e r d a y, b u t a t t h e e n d o f
the 1990s, consumption was down
HOW IS FRENCH FOOD MARKETED?
To c o u n t e r t h e Fr e n c h p e o p l e s ’ l a c k
h o n e s t y, v i r t u e , p e r f o r m a n c e ,” a n d
of interest and distrust in the quality
o f Fre n ch b re a d s i n ce Wo rl d Wa r I ,
French bread is a way for the French
to connect with their heritage and
in the U.S. and France, focusing on
“tradition” and “authenticity” and
good, “traditionally made” French
“ancient methods” of bread making
to invoke feelings of nostalgia and
the happiness and simplicity of the
“ g o o d o l d d a y s .” I n F r a n c e , b a g u e t t e s
giant, industrialized bakeries and
i d e n t i t y.
sleeves that have information about
the traditional methods they use,
the region they base their methods
“ a r t i s a n a l ,”
s t r u g g l e t o s t a y a l i v e ( K a p l a n ) .” A
“ Fr e n c h t ra d i t i o n ,” a n d “ i n t h e o l d
prime example of marketing to the
s t y l e .” T h e f o n t i s u s u a l l y a c h a r m i n g
nostalgic customer can be seen
also marketed to the consumer who
wants to show they are privileged
q u a l i t y.
“ s o l i d i t y,
r e l i a b i l i t y,
cursive font that gives the paper a
COBBLE HILL, B R O O K LY N
C O B B LE hill phase 3: the neighborhood
Cobble Hill, a charming neighborhood in Brooklyn, is home to over 3000 French expats t h e l a r g e s t F r e n c h p o p u l a t i o n i n N e w Yo r k . I n t h e final phase of my project, I wanted to understand what brought the French to Cobble Hill, what food is available to them, and how they are able to recreate traditions and social occasions surrounding food in their new home. Combining m y l o v e f o r p h o t o g r a p h y w i t h m y c u r i o s i t y, I decided to use my camera to discover Cobble Hill, k n o w n a s t h e L i t t l e P a r i s o f N e w Yo r k .
WHAT ATTRACTS THE FRENCH TO COBBBLE HILL?
Italian butcher shop. Just because
French and English dual language
they ’re not in France doesn’t mean
program, French expats are naturally
they’ll miss the long awaited arrival
of the new Beaujolais when there
Furthermore, Cobble Hill offers the
are crates at every wine store.
ability to feel at home in a foreign
French bistro experience, they can
and socializing with other French
expats. They might not even miss
home with walls covered in antique
s i p p i n g Pa s t i s n e x t t o yo u a t t h e
quality food, and perhaps even the
b a r.
Ta b a c in
h e a l t h y,
happily distracted by the abundance fresh,
Ta b a c
French food, shopping experiences,
foods lining the walls of every deli.
ser ve as meeting points for French
French expats have access to almost
e x p a t s t o s o c i a l i z e - i n t h e s u m m e r,
thousands gather on Smith Street
pétanque, a beloved national game.
b a ke r y B i e n Cu i t , t o s a u c i s s o n a t t h e
Bonne Maman jam at the deli, to
t h e interview phase 4: Marie Christine Masse
Marie Christine is a French teacher who has been l i v i n g i n N e w Yo r k f o r 1 7 y e a r s . A f t e r g r o w i n g u p i n a s m a l l v i l l a g e n e a r To u l o u s e , s h e m o v e d t o N e w Yo r k . T h r o u g h a n i n d e p t h i n t e r v i e w , I d i s c o v e r e d that her lifestyle has changed drastically because she moved from a peaceful, idyllic village in the south of France, to a huge, cosmopolitan, fast paced city in the U.S. This busy lifestyle has c h a n g e d h e r l e i s u r e l y, f r e s h m e a l s t o q u i c k , o n the go meals. From her food maps she drew of her h o m e i n F r a n c e , a n d N e w Yo r k , I f o u n d t h a t e v e n though Marie has lived in the U.S. for 17 years, she still has more memories and feelings connected to h e r h o m e i n F r a n c e . I n N e w Yo r k s h e r a r e l y c o o k s French food because exact substitutes are difficult to find, the taste and quality of products in the U.S. are poor compared to those in France, and the F r e n c h m e a l s s h e m a k e s “ n e v e r h a v e t h e s a m e t a s t e .” Most of what Marie cooks revolves around her daughter who grew up in the U.S., refuses to speak French, and feels completely American and wants to eat what her friends eat. Now when Marie cooks French food, it’s an event and a way to connect her t o h e r f a m i l y, m e m o r i e s , a n d r e a f f i r m s h e r i d e n t i t y as a French woman.
8 rue caffarelli Trave l i s a h u g e p a r t o f my l i f e a n d I d o cu m e n t my travels on my photography blog, 8 rue caffarelli, my f o r m e r a d d re s s i n Pa r i s . I c re a t e d t h e b ra n d i n g , l o g o, and postcard handouts for my blog. My work has been featured on various design blogs, including Design For M a n k i n d a n d T h e J e w e l s o f N e w Yo r k .
S P R E A D knowledge After the devastating earthquake hit Haiti in January 2010, our Design Development class was eager to help. With support of the Red Cross and our Professor Robert Rabinovitz, our team created a system that enables the children of Haiti to receive a solid education making it easier for them to enter back into a regulated lifestyle. This section illustrates our design process, and explains our concept of connecting students in private high schools with the Intertnational Baccaleuareate program to children in Haiti.
Te a m m e m b e r s - R a s h i Tu l s h y a n a n d A n n e Sophie Goetz
AC C E PTI N G the situation phase 1
In the first phase of the design process our goal is to accept the situation. This involves intensive research skills in order to find all the facts surrounding the earthquake and how the Haitians were affected.
ANALYSIS We worked to analyze the situation through images, facts, statistics, research, and the latest news. Using our research skills, we were able to develop a deep understanding of Haiti and their cu l t u re a n d t h e cu r re n t s i t u a t i o n i n Po r t - a u Prince.
D E FINI N G the situation To c r e a t e a s o l u t i o n , w e f i r s t h a d t o d e f i n e t h e problem. After our research, we brainstormed together and discovered three crucial problem areas Haitians were facing after the earthquake - F O O D A N D A G R I C U LT U R E , S E L F R E S I L I E N C Y, A N D E D U C AT I O N . I n t h i s p h a s e , w e e x p l o r e d e a c h of our three problem areas and brainstormed to come up with possible solutions.
I D E ATE : education What we have seen is the total collapse of the Haitian education system...The priority now is to s o m e h o w g e t c l a s s e s g o i n g a g a i n .â€? - Joel Jean-Pierre, Minister of Education After several brainstorming sessions, our team decided to further develop our ideas focusing on rebuilding education. With a poor education system already in place before the earthquake, and half of the nationâ€™s primar y and secondar y schools closed, we saw there was a serious need. And as students, we felt a strong connection to students in Haiti who have lost everything. After selecting the issue of education, we began to ideate by researching existing solutions and weighing the advantages and disadvantages of these programs. In this phase we started to develop our own concepts and branding for our foundation.
spread knowledge rebuilding haiti
B R A N DI N G IDENTITY After careful consideration, we chose this logo because we wanted a hopeful, optimistic image that ref lected our foundationâ€™s mission statement.The light color of the blue invokes a peaceful, feeling, while the orange offers a w h i m s i c a l a n d u p l i f t i n g q u a l i t y.
simple logo harmonizes with the rest of our visual language. The bird represented is the B l a ck - c a p p e d Pe t re l , a n e n d a n g e re d s p e c i e s n a t ive to Haiti. Birds have long been symbols of power and freedom, and Spread Knowledge was created based on the idea that spreading education distributes power and freedom. Birds have also been symbols of birth, and we believe that Spread Knowledge can help Haitian children start a new life by building a foundation for their education.
CHRISTINE M. KIM PORTFOLIO
I f w e s p r e a d k n o w l e d g e , w e d i s t r i b u t e p o w e r.
S P R EAD knowledge Spread profit to
that can share their experiences.
c o m m u n i t y.
system by bringing International
students who already learn in an
Baccalaureate* students to fulfill
their CAS hours** where they can
it easy to adapt to new cultures.
make a difference - in Haiti. We
strive to inspire Hatian children’s
solution that will continue years
past the media attention after the
with help the
earthquake, “spread Haiti.
students of different backgrounds
helping children enables a twocommunication
life long experiences.
*The International Baccalaureate program works with 2, 858 schools in 138 countries with approximately 791,000 students aged 16 to 18 years old. This distinguished program aims to develop inquiring, knowledgable, caring
* * E a c h I B s t u d e n t m u s t f u l f i l l 1 5 0 C r e a t i v i t y, A c t i o n a n d S e r v i c e ( C A S ) hours. CAS requires that students actively learn from the experience of doing real tasks beyond the classroom.
CHRISTINE M. KIM CHRISTINE.MI.KIM@GMAIL.COM 832.922.0938 w w w. 8 r u e c a f f a r e l l i . c o m