Image by Bernard Hermant

Embassy of Food

This year, we will focus on a critical analysis of the food design discipline. We will research promising food projects with which designers raise questions about our current food system or about our role as consumers, and yet did not make it to the shelves of the supermarket. The findings will be presented in the supermarket of the future at Dutch Design Week (DDW).

Promising projects do not always find their way to producers, the market and ultimately to consumers. Why is that and what can we do to advance these projects? Why is it not possible to scale up, and is that even desirable for every project? How can we strengthen the role and urgency of food designers in the food system? The Embassy of Food 2021 is based on research and analysis, and we hope this will also reveal the need for system changes.

During DDW21, the Embassy of Food took the shape of the supermarket of the future. This “shop” will contain selected food design projects. Wandering through the supermarket you may wonder why these products or ideas have not been available already in the supermarket. Or you might be surprised by what could be on our plate in the (not-so-distant-) future. We want to show the great potential of existing food design projects and hope to interview visitors about their experiences, ideas and preferences and perhaps even make them more aware of their possible role and influence on the existing food system.

In 2022, we will take this idea a bit further and we will look at the supermarket of the future 2050. What will we find in the supermarket in 2050? What are we looking for in the physical store if we order all the regular groceries online and have them delivered at home? And what will the food system look like at that time?

The Embassy is currently working on the development of the narrative.

The curator of this Embassy is Chloé Rutzerveld, food designer and futurist. She explores and challenges food production and consumption and is fascinated by nature, the human body and the strange relationship people have with food. Chloé studied Industrial Design at the Technical University in Eindhoven. After graduating Cum Laude in 2014 she started her food design studio and became a fellow of Next Nature Network.

Chloé’s work is interdisciplinary and a direct response to the things she questions or is fascinated about. By combining aspects of design, science and technology she thinks up new ways to make our food more efficient, healthy and sustainable. Based on science or technology but with a layer of speculation to ask ’What If’ questions about possible food futures. In addition to self-initiated research projects, Chloé works as a guest teacher, inspirational speaker, curator of the Embassy of Food, and consultant.

Programme

Embassy of Food
Projects
Show only:
Screen Mutations

Screen Mutation – Louisa Zahareas

10 Oct 2021

Food for Care – Annelies Hermsen

10 Oct 2021

Tiger Penis Project – Kuang-Yi Ku

10 Oct 2021

FreshTag – Rui Xu

10 Oct 2021

Botanic Bites – Doreen Westphal

14 Feb 2022

Future Food Formula – Chloé Rutzerveld

10 Oct 2021

Evolving in Vitro – Yuval Yancovitch

10 Oct 2021

MINI MEET

16 Oct 2020

Past events

Updates

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Editiorial

WDE Spotlight: Yuval Yancovitch

News

Embassy of Food initiates Embassy Lab: Supermarket of the Future

Editiorial

Retrospective 2021: Embassy of Food

Editiorial

WDE Spotlight: Kuang-Yi Ku

News

Snacking on bacteria and fungi in the future

Video

Curator Tour: Walk with Chloé Rutzerveld through the supermarket of the future

Editiorial

Volg de versheid en verminder voedselverspilling met Rui Xu

Image by Bernard Hermant
News

Do you want to see what is in the Supermarket of the Future?

Editiorial

Botanic Bites met Doreen Westphal

Editiorial

Customizing food for health with Annelies Hermsen

Editiorial

Personalize your crop with Chloé Rutzerveld

Editiorial

Get with the (cultured meat) times by evolving in vitro with Yuval Yancovitch

News

Embassy of Food at DDW

Editiorial

Rediscovering traditional Chinese medicine with Kuang-Yi Ku

Screen Mutations
Editiorial

Screen Mutations: tableware designed for interaction through a screen

Image by Bernard Hermant
Editiorial

What will your future supermarket look like? The Embassy of Food makes you think.

Dutch Design Week
News

This is what the Embassies will present at Dutch Design Week

Editiorial

Retrospective 2020: Embassy of Food

News

An intimate conversation about local food

Editiorial

Tell me what you eat and I will tell you what you are (and the other way around)

Editiorial

Retrospective 2018: Embassy of Food

Editiorial

Retrospective 2017: Embassy of Food

Partners of Embassy of Food

  • Albert Heijn Link to Albert Heijn
  • Stichting DOEN Link to Stichting DOEN
  • Next Nature Network

    Next Nature Network is a network of makers, thinkers, educators and supporters. With members in 44 countries, it is the international network for anyone interested in the debate on our future – in which biology and technology are fusing.

    Link to Next Nature Network
  • EIT Food
    EIT Food is the world’s largest and most dynamic food innovation community. We accelerate innovation to build a future-fit food system that produces healthy and sustainable food for all. ​Supported by the European Institute of Innovation and Technology (EIT), an independent body of the European Union, we invest in projects, organisations and individuals that share our goal.
    FoodUnfolded®, EIT Food’s public-facing platform, provides insights about the origins of our food, the broader food system and the latest food and agricultural innovations. FoodUnfolded® stimulates the debate among its growing audience – online and offline – to create a new communication culture around food.
    Link to EIT Food
  • Dutch Design Foundation Link to Dutch Design Foundation
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