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index Editorial Agenda Coverstory Study association i.d Jubilee Jubilee Versus One To Watch Story Behind Feature Alumni Feature Feature Student Feature Interview Jubilee News Company Insight Feature How It’s Made Feature Interview Interview Gadgets Books+Blogs

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Food Design Turn The Page Exhibition Free Beer Design for Happiness Natwerk Islamic Geometric Patterns Suslab Adrian van Hooydonk Design for the Blind Design that Rocks the World Melle GrĂśssl Start-up Voucher 50 Editions of TTP Van der Veer Designers Synaesthesia and Design Turn The Page Magazine To Capture a Scent Rinke van Remortel Jan Buijs

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COVERSTORY

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COVERSTORY

The future of our food Not only the chair you’re sitting on, the laptop in front of you or the Turn The Page in your hands have been designed, nowadays your food can also be designed. With food design we don’t just mean the beautiful creations of animals, statues and faces made of food, but much more than that. Recently, the food industry has begun to realize that applying design to food is a good strategy for developing new food products. New technologies such as molecular gastronomy and 3D printing encourage designers to experiment with our food and to recalibrate our ideas of taste. text & layout by Noëlle Lugtenburg illustrations by Wouter van Strien

o, if food design isn’t about creating beautiful models, then what is it about? The paradigm of food design is relatively new, which means that there is no clear definition yet. People with distinct background disciplines are dealing with food in different ways, so they have different interpretations of designing with food as well. According to Paolo Barichella, Executive Food Design Advisor: “Food Design is designing a food product in terms of the context and environment in which it will ultimately be consumed. This also involves creating tools for eating food and services related to it, like the design of a dish.” Gionatan Lassandro, president of Fooda – Food Design Association – states that Food Design is tied both to industrial production and packaging design, as well as to the visual and cultural aspect. In contrary to Barichella, Lassandro and many others with him think food design doesn’t include the design of dishes. That might better be called food styling. Even by picking only two of the important persons in the food design world, it becomes clear that there are various opinions about the definition of food design.

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Since there is a need for clarification, Francesca Zampollo, founder of the international food design society ifooddesign, decided to categorize food design into six different subdisciplines, each one showing one approach from a different background discipline. The first two subcategories include Food Product Design and Design with Food, which respectively mean the design of food to be mass produced and the design that melts, mixes and reassembles food as a raw material, creating something that didn’t exist before in terms of flavour, colour, temperature and texture.

Of course, these two categories overlap sometimes. Products that are part of the preparation, distribution or storage of food, called Design for Food, and products that were only inspired by food, Design about Food, are also part of food design. The last two categories include the design of food spaces and any eating situation where people are interacting with food.

november 2014 | turn the page

COVERSTORY

‘‘Food has additional variables and characteristics with respect to other design products: it should be tasty, healthy and culturally relevant.’’

Food as a mass product When you’re walking through a supermarket, it’s easy to forget that there once was a time when all food was locally produced.

People baked their own bread, churned their own butter and slaughtered their own chickens, or they bought it from a local supplier. Nowadays, supermarkets are filled with pre-sliced bread, packaged butter, portioned chicken, not to mention potato chips, ice cream, cookies and frozen pizza, all mass produced in factories around the world. Continuing to be innovative while dealing with the competition in the immense food market of today requires an intelligent design strategy for developing food products.

Until recently, the development of new products has always been handled by the Marketing or Research & Development departments of the food industry. New food products were developed by following the logic in the product line, actual design was seldom part of the process. Although this is important, it can lead to distraction from the real needs and wants of the consumer.

A designer, instead, tries to interpret people’s needs and provides a product or service that is the result of a qualitative design process.

But what is their approach?

A well-known example of a mass-produced food product is Pringles. In the mid-1960s, American company Procter & Gamble (P&G) wanted to create a perfect chip to address consumer complaints about broken, greasy and stale chips, as well as the air in the bags of traditional chips. Therefore they created a chip from dough, potatoes and corn with a saddle shape that makes them easily stackable, reducing the chance of breaking significantly. This in combination with the cardboard tube packaging makes Pringles definitely stand out among the traditional chip bags.

Another great example are the square watermelons produced in Japan. Originally they were grown for two main reasons; firstly they were easier to ship and secondly, they would be more suitable for the relatively small Japanese refrigerators. Unexpectedly they became very popular as decoration items too. However, the cultivating process takes up to three years, increasing the price significantly. <

Martí Guixé , one of Europe’s pioneer food designers, states that food products must be designed as if food is an object. He mentions: “Food is a mass produced thing, but nobody sees it as an object. People see it as food. As a designer, I design food as if it were a standard design product.” So the rules of designing food are similar to those for an object, nevertheless there are other elements that should also be taken into account. According to Barichella: “Food has additional variables and characteristics with respect to other design products: it should be tasty, healthy and culturally relevant.” So food isn’t just a business, it’s also science you’re dealing with. For instance, ensuring an adequate shelf life is a key issue for guaranteeing a healthy and safe food product.

Furthermore, manufacturing new food products on a larger scale may require other sources of ingredients than you need for smaller scale development.

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COVERSTORY

Design with Food: Molecular Gastronomy In molecular gastronomy, it’s usually the chef or food technologist that becomes the designer. molecular gastronomy is a style of cuisine that uses the chemical and physical transformations of ingredients that occur while cooking the ingredients, which creates new tastes and textures of food products. Traditional food products like tagliatelle, fruit and olive oil are transformed into innovative products, creating a multi-sensory dining experience with artistic dish presentations, textures, aromas, flavours and even sound.

One well-known example is Fruit Caviar by Ferran Adrià, small spheres that look exactly like caviar but taste like fruit. It’s made by using the spherification technique, where small droplets of flavoured liquid are released into a calcium bath by using a syringe or caviar maker. This results in the formation of a delicate skin around the liquid, containing it in a spherical shape.

Not only ‘cooking’ these caviar-sized spheres is a totally new, fascinating experience: when it’s time to eat they will pop in your mouth, releasing an intense burst of flavour. Other exciting recipes of Molecular Gastronomy include olive oil foam, disappearing transparent ravioli, powdered

Nutella, mojito spheres, hot ice cream and chocolate spaghetti. Sounds incredible, doesn’t it?

Although molecular gastronomy is still a little-known discipline, it has become an important part of the food industry. In some famous restaurants and home kitchens, it has transformed the dining experience into a surprisingly emotional and sensory experience.

Some scientists note: “Our basic premise is that the application of chemical and physical techniques in some restaurant kitchens to produce novel textures and flavour combinations has not only revolutionized the restaurant experience, but also led to new enjoyment and appreciation of food.” What’s even better about this new science is the possibility to address an individual’s enjoyment of food, including flavour levels in a dish and a diner’s ‘frame of mind’ for enjoying a meal.

“We may be able to serve different variants of the same fish to our dinner party guests, so that they all have their own uniquely pleasing experience”. The opportunities molecular gastronomy offers open up a new world where even the average citizen can design his own food.

‘’We may be able to serve different variants of the same fish to our dinner party guests, so that each has their own uniquely pleasing experience.’’

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COVERSTORY

3D printed food Molecular gastronomy is not the only technique that has rapidly evolved in the last couple of years. The 3D printing industry has already come as far as printing plastics, metals, resins and other materials in whatever configurations people can think of, but now it’s even possible to print food. Traditional food products like pasta, pizza, bread or chocolate will take on sculptured forms and can be prepared at the push of a button. Different companies have already been testing how this new technology can transform the way we eat.

So how does it work? Actually, there isn’t really a difference between food printers and common 3D printers. Upload your design to the printer, insert the ingredients and your food product will be prepared at once. Although squeezing out food layer by layer may not sound that tasty, there is no reason that it should taste any different from regular food. It is made from the exact same ingredients, so the only difference is how it is put together.

The printer doesn’t cook the food, it merely extrudes it into basically any shape that is subsequently cooked.

Although 3D food printing is not yet available for the customer, it offers some potential benefits for the near future. The most interesting aspect of 3D food printing is not really the food itself,

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but aesthetics of the meal. The overall goal of 3D food printing is the ability to customize food specifically to our needs and nutritional requirements. 3D printing offers enormous design freedom, not only in terms of shape, but also in texture, structure, composition and taste. This will increase the possibilities of food development significantly. Perhaps the most useful aspect of food printing is the new possibilities it gives for the nutritional value of the food, as every meal can be adjusted to an individual’s dietary needs and preferences. For example, a young athletic needs different proportions of the vital elements in his food than an old lady or a pregnant woman.

One printer worth mentioning is the 3D Fruit Printer from design studio Dovetailed that extends the spherification process mentioned before. By combining individual liquid droplets with different flavours into a desired shape, it allows the creation of interesting bespoke fruits in a matter of seconds. Another promising printer is the ChefJet by 3D System’s that prints aesthetically pleasing and futuristic sugar sweets, imagine stunning and tasty decorations, edible sculptures and confections of all shapes and sizes. If this 3D printing trend continues, it may be even possible to print meat, potentially solving world problems. Who knows, maybe you will be printing your Christmas meals next year. -

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Study association i.d

Weekend

Every year, in the weekend preceeding the OWee, IDE is filled with new, enthousiastic freshmen out to make new friends and get to know their faculty. This year the new students had to compete with eachother at The Freshmen Games - May IO be ever in your favour. Study association i.dâ&#x20AC;&#x2122;s committee did a very good job at making everyone feel welcome.

A new year means a new i.d-Kafee committee. On wednesday September 17th the new committee officially started their year full of beer and fun, but above all hard work. Maya, Frank, Annabel, Joost and Frans will undoubtedly make it an unforgettable year.

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november 2014 | turn the page

Study association i.d

On September 30th it was up to the first committees to present themselves before the study association. The freshmen committee, IDE Business Fair, i.d-Kafee, i.d-Education and Actid introduced themselves and gathered input on their plans for the upcoming year. Are you thinking about doing a committee as well?

Just come by the i.d-Counter and weâ&#x20AC;&#x2122;ll tell you all about it.

What is a better reason to party than the start of a new college year? On September 15th the Lorre was filled with partying IDE-students. The crowd was excited, the beer was flowing and the party lasted all night long. A promising start of the year!

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Study association i.d

On September 15th this year’s first general member’s assembly took place, where board 42 was officially installed as i.d’s board. As board 41 looked back on their successful year, board 42 presented their plans for the upcoming year. The installation of the board was properly celebrated afterwards with drinks at i.d-Kafee.

This quarter a lot has already happened in education. The new i.d-Education committee has started and we are already collecting as much input from the students as possible. If you have any input you can always send it to onderwijs-svid@tudelft.nl or leave a written note in the postbox on the i.d-Column.

Coffeeweek The i.d-Education coffee weeks are back!

The i.d-Education committee walks around with free coffee in return for a remark/ suggestion/complaint about education. This first coffee week was a great success, so they will certainly return this quarter! Look out for the posters to see when and where to get your coffee.

Input moment The input moments are returning every quarter. They are held during the lunches and participants will get something sweet

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i.d -Education

Faculty of Industrial Design Engineering

Clear Cut

onderwijs-svid@tudelft.nl

in return for their input. The moments are course specific and this way we collect a lot of valuable input in order to improve courses.

Be sure to look out for the posters, so you can help improve your own education.

Updates To make sure you all know what is going on in education we will update you on any important events. We do this not only in the Turn The Page, but also in lectures, at i.d-Presentation moments, during general member assemblies and with posters on the i.d-Column.

Gadget This year i.d-Education will hand out free gadgets once again. Come by the i.dCounter and get your own! You might already know what it is when you read our slogan..

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Lose your mind and come to your

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Fritz Perls

jubilee edition

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