News

Madrid

February 28, 2014

A Search for Identity in Food. Semi-Industrial Workshop with Pedrita

Frederico Duartea Portuguese design critic, and Pedritaa Portuguese design studio made up of Rita João and Pedro Ferreira, have brought the world of food research to the students of the Master of European Design Labs and the Master of Product Design Labs.

This group of professionals are the authors of the book Fabrico Próprio. The Design of Portuguese Semi-industrial Confectionery. An ambitious project that is based on the introduction of a new perspective on the activity of the baking industry and products, halfway between the industrial and the artisanal. Additionally, this multidisciplinary project goes beyond this, seeking to represent an entire professional class, as well as its historical and cultural significance in Portuguese society.

During an intense workshop, lasting one week, those taking part have developed into the way design shapes what we eat, how, where and why. They have also approached the technological and communication changes that pose a challenge in the manufacture and production of the food we eat.

The professionals of Fabrico Proprio proposed a critical vision on the phenomenon of semi-industrialisation in a range of countries, cities and territories, challenging the students to understand the importance of design in products with such strong identities as Feta cheese, Spanish turrón, Belgian chocolate and Argentinean dulce de leche.

Following a visit to the Mercado de San Antón in Madrid and extensive research, the results presented by each of the students paid special attention to the identity of the products from their own birthplaces, focusing on the cultural, social, economic and technical implications of the foods designed. 

MASTERS OF DESIGN AND INNOVATION
Program Leaders: mischer’traxler, Clive van Heerden, Ian Crocombe and Juan Pastor Bustamante
Start date: January 2015.
Schedule: Monday to Friday, from 9.30 to 18.00 h, divided into lessons, tutorials, research and trips.
Language: the lessons will be taught in English.

 

FOR MORE INFORMATION AND TO REGISTER
a.pacifico@madrid.ied.es
(+34) 91 448 04 44
Skype: master.iedmadrid