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the future of Food Design

Thursday, November 23, 2006
Registration: 18:30-19:00, Conference: 19:00-21:15
Where: ROC, Hotelschool, Da Costastraat 64, Amsterdam
The conference language is English.

Taste, presentation of food, atmosphere, even design of food itself have existed for a long time, but they were often treated as separate elements. The contemporary awareness in design as well as in food culture enable a more holistic approach, which recently led to outstanding creative developments.

This event is going to highlight three influential aspects: a) aesthetics from a consumer perspective, b) innovative food products and c) design supporting senses and a good time.

Masayuki Tajima, food culture specialist: What is Food Design?
"Food is food and design is design" - the consumer generally tends to keep these subjects as distant and separated entities. The only occasions where they appear as a unity is in nicely decorated and presented meals at restaurant, new looking bottles or a cucumber curved out in the shape of a flower. The consumer's vision of the design consists of a directly aesthetic and artistic nature and hardly goes beyond imaginative food and products. Charm, function, innovative and yet elegant forms, poetic and romantic creations may be the key words for food design. Through the pleasure of eating and feeling these artistic pieces consciously, the consumer gets the chance of experiencing a high degree of human touch.

Maurice Nio, Owner, NIO architecten: Fire Emperor
The Fire Emperor is the new appearance in the heart of Amsterdam's city centre. The Fire Emperor will be the pivot of public life. No-one can escape from this voracious building that day and night devours anything that comes near: innocent tourists and experienced gluttons, pale potatoes and fresh coriander, tame pigeons and live squid, raunchy market stalls and exclusive restaurants, worn-out musicians and erotic services, the water of the 'Rotte' and the faded perfumes of waitresses. Everything is being digested, pushed along and shovelled out again, but not before it has been substantially reshaped under high pressure. Because it is the new non-stop market hall that houses in the Fire Emperor. Everybody has something to look for here, and everybody and everything is prepared to defy the heat of the kitchen in the Fire Emperor. This is where the city boils and where people travel along on the vapours of exotic dishes.

Angélique Schmeinck, Master Chef: Experience & Temptation… The creator as seducer
A good idea generates energy, creates movement and makes you attractive to co-workers, guests and suppliers. That sounds good, but where do you get this great idea?
Everyone dreams, in the car, during a meeting or on the terrace in the sun.
These dreams often produce the most beautiful thoughts and fantasies, which result in a feeling of excitement and energy. Often enough, such great ideas disappear just too easily. Idea missed. Chance missed.
But sometimes the idea becomes an itch wanting to be scratched, what if it were to be realized? It doesn't matter what it is. A new project or a product, an event or an activity, or a new dish. Make time for renewal!
Angélique will tell in here presentation the process of creating taste dimensions and the influence of 'seducing' to give a total experience. Therefore she will use as example here Culi-Air project…..The hot air balloon as a enormous convection oven

And our moderator is Mikael Besson, Chef, freelancer for the gastronomy and hospitality industry

- end -

The Club of Amsterdam provides free PRESS ACCREDITATION.
If you want to apply, please get in touch with us:

....Regular Ticket: € 30,-
....Discount Ticket: € 20,-
....Student Ticket: € 10,-

You can pay tickets by invoice, online with your credit card or at the registration desk between 18:30-19:00 the day of the event.
We provide discounts if you pay before the event including discounts for members of:
the Club of Amsterdam, openBC, N.G.I., the Amsterdam American Business Club, Syntens, Dutch Connection, Charles Ruffolo's Network-Club, info.nl
Paying by Invoice
Please send an email to
Your email needs to indicate the name of the event, number and type of ticket[s], your name, company and invoice address.
Paying by Credit Card Online
Ticket Corner


The event is supported by:

4-Trading Imports Hungarian wines from the best Hungarian winemakers.
Order through internet
www.4-trading.com per 6 bottles free delivery within 48 hours (only The Netherlands)

ROC van Amsterdam
The Dutch initials ROCvA stand for the "Amsterdam Regional Community College". We are a Foundation under Dutch law, established at the initiative of local and national government in 1997. The ROCvA covers Amsterdam and the nearby townships of Amstelveen, Hoofddorp and Hilversum. The Hotelschool is situated in the Da Costastraat Amsterdam

Like Community Colleges in other countries we focus on vocational education and training for participants from the age of 12 and adults in our region. We are one of the largest Community Colleges in Europe with some 35,000 students and 3,500 part-time and full-time staff at about 60 locations. The Hotelschool is situated in the Da Costastraat Amsterdam.

The Club of Amsterdam is an independent, international, future-oriented think tank involved in channelling preferred futures. It involves those who dare to think out of the box and those who don't just talk about the future but actively participate in shaping outcomes.

We organize events, seminars and summits on relevant issues and publish findings & proceedings through various off-line and online media channels. Our goal is to become a global player and catalyst for innovation in industries, science and society.

The Club of Amsterdam is a not-for-profit foundation registered in The Netherlands.



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Club of Amsterdam
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Felix Bopp
The Netherlands
Phone +31-20-615 4487
Mobile +31-653-295700

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