Setup Up Design


Eating is one of the most natural actions for a human being, but at the same time it involves a complex relationship between the senses and perception as it stimulates not only taste but the whole sensory system. The food experience becomes a ritual in some ways as it involves sight, smell and touch as well as sound. The contrast of flavours, of textures but also the environment surrounding the act of eating can radically change how we feel about a particular dish or the raw materials from which it is made.
The scientific study of nutrition and the aesthetics of food have been a constant source of intrigue for cultures and creatives of all disciplines – artists and chefs, writers and filmmakers not to mention pho- tographers and also architects and designer. Thus BE OPEN has decided to include food in its exploration of the senses, to see how this primal experience can become part of an evolving creative process.
Food has been analysed in so many way: economically, in relation to sustainability and growth; scientifi- cally through the exploration of nutrition; and aesthetically. The BE OPEN Food Theatre will offer a whole new approach to taste, with bespoke menus created by two of the most interesting chefs of our time. The partnership with Moroso and Kvadrat is the result of shared views on innovation and excellence and Ur- quiola’s installation is the perfect location for the food performances: the dreamlike, constantly changing environment engages all the senses – touch through the texture of the textiles; sight through the use of colour; sound, smell and taste in the foods being prepared. Visitors will be encouraged to open up all their receptors to enjoy a complete sensorial experience.


On entering the showroom, visitors see a looped video – edited in collaboration with Studio Eye – that is projected onto Philips’ luminous Soft Cells upholstered with new Kvadrat textiles. This introduces them to the revolving concept which is further explored inside the space. Here a series of three-sided fabric panels slowly revolve, creating a dynamic, abstract and vibrant environment that is constantly changing as the panels rotate.

Patricia Urquiola comments, ‘The Revolving Room reflects the idea of repeating cycles. Hypnotically cy- clical rhythms are emphasised by the oversized embroidered fabrics’.

The curtain and upholstery collection for Kvadrat consists of six abstract designs, that combine sophisti- cated colours, tactility and a strong sense of depth and volume. Patricia Urquiola has named the textiles: Grid 1+2, Matrix, Memory, Winding and Drops. The designs’ inherent ‘randomness’ contrasts with a cer- tain order and continuity innate within the textile production process.