Dean & DeLuca, the leading international purveyor of fine food, has unveiled a prototype for its new chef-led fast food concept at Design Miami. Designed by internationally renowned architect Ole Scheeren, “STAGE” is an object which celebrates food as a lively cultural and social experience.
A theatrical platform that allows for the free flow of people around it, STAGE encourages social interaction as customers communicate with staff and watch their food being prepared. Made up of two horizontal plates with one floating above the other, customers can collect a salad, sandwich or coffee whilst those working behind the counter assume the roles of cast, creating an interactive spectacle of making, offering and consuming.
STAGE is a rectangular volume of mirrored stainless steel that reflects its environment. With a cushion of glowing light between the two horizontal plates, it is enhanced with an undulating surface of white corian that reveals a dramatic landscape of food and ingredients. The kitchen equipment and technology needed to prepare and conserve the food are integrated within the bespoke, high tech display system to retain a clean aesthetic.
With STAGE, Ole Scheeren has captured the nature and essence of the Dean & DeLuca brand whilst giving it a new energy, “We had to think about what we could do with Dean & DeLuca as a whole and how we could expand its mission. We had to understand what it was, what it is now and how we could project it forward into the future. I think food is a very important social and sensual experience and STAGE is a powerful tool to amplify that.”
With openings planned for 2017 in key north American cities, the introduction of this new format will expand Dean & DeLuca’s offerings beyond the group of existing gourmet markets, recognizing them as a visionary player in the global food industry.
STAGE makes its debut at Design Miami from November 30th – December 4th. It is located in the main exhibition tent of the design fair and will operate throughout the duration of the fair as its main and sole food partner.