Image by Bernard Hermant
Image by Bernard Hermant

Embassy of Food

Will there still be a supermarket as we know it today in 30 years’ time? Will we still be going out for groceries, or will we have everything delivered to our homes? Will we still be eating animal products, exotic produce and sweets, or will we have long since switched to a different diet? The Embassy of Food does not offer immediate answers but takes you through a world of possible future scenarios. Experience the advantages and disadvantages of possible developments and decide what your supermarket of the future should look like.

 

The supermarket is a fascinating place; where people from all corners of society come together, where new products are introduced, and where people experiment with packaging materials, influencing purchasing behaviour and methods for reducing food waste. It is an influential place where we, as consumers, shape the future every day by deciding what we put in our shopping baskets. Even when we do not always realise it. 

Meat without animals, milk without cows, functional food, grocery deliveries within 10 minutes and digital dining. We are in the middle of an enormous food transition that is challenging our existing resources, production techniques and (culinary) habits. We are massively seeking more sustainable, fairer and healthier alternatives for a better world. At the same time, we long for even more convenience, personalisation, a better experience and constant digitalisation. All these developments mean that the supermarket will have changed drastically by 2050.

Together with designers and students from Eindhoven University of Technology, we have been working on various scenarios for the supermarket of the future for the past few months. We did this in the form of an Embassy Lab in which Studio Merle Bergers, Nonhuman Nonsense and the students worked on three concrete design assignments. The results will be presented at Dutch Design Week 2022. Expect a stimulating interactive exhibition that allows you to experience various – desirable and less desirable – future scenarios and that triggers you to think.

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

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Past events

Updates

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  • Editiorial
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Podcast

Chloé Rutzerveld invited to speak in VPRO Tegenlicht Podcast

Editiorial

The new role of the supermarket in 2050

Editiorial

WDE Spotlight: Yuval Yancovitch

Video

Watch the WDE Talk: What will the supermarket of the future look like?

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

WDE Talk Water- en Voedselsystemen
Video

Watch the WDE Talk: Food and water systems for a healthy planet

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
  • Province of Noord Brabant Link to Province of Noord Brabant
  • 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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