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Design Miami/ 2016: Setting the stage

Miami – Architect Ole Scheeren has re-interpreted the concept of fast food with a chef-led platform that encourages social interaction.

Designed for grocery store chain Dean & DeLuca, the STAGE concept transforms the kitchen and serving experience into a theatrical encounter
It made its debut at Design Miami/ 2016 and will be launched in 2017 in the US

STAGE by Ole Scheeren and Dean & DeLuca, Miami

Scheeren presented a large stainless steel structure that featured two rectangular plates that hovered above a cushion of intense light, creating the idea of a stage and transforming the staff into performers.

‘The notion of STAGE not only relates to theatrics and an emotionally intense experience but the idea of elevating food, customer and staff,’ explained Scheeren. Staff members are situated in the centre of the structure, which features a unique lighting system that does not cast shadows on their faces. They effectively become cast members in a play as they take orders and assemble food.

‘As you elevate the process inside the making, the experience for the customer becomes totally different. The interaction becomes more lively and positive as they watch the spectacle unfold,’ said Scheeren.

The Big Picture

Consumers care more than ever about the provenance of their food and expect attention to detail in the way that their meals are prepared. To find out more, buy our Food and Drink Futures report 2016. For more highlights from Design Miami/ 2016 see our Briefing and Shows sections.