ole scheeren sets the stage for dean & deluca's chef-led fast food concept

design miami 2016: ole scheeren has designed a theatrical platform titled ‘stage’ to present dean & deluca’s new chef-led fast food concept. conceived as a pristine object that celebrates what we eat, the scheme highlights food’s elements of lively culture and social experience through its preparation, presentation and the people working around it. the complex functions of kitchen equipment and technology are invisibly integrated within a bespoke, high-tech display system.

ole scheeren explains the concept behind ‘stage’
video courtesy of dean & deluca

presented at design miami/ 2016 to expand dean & deluca’s reach in key north american cities, ole scheeren’s ‘stage’ appears as a rectangular volume of mirrored stainless steel that reflects its surrounding environment. two horizontal plates, one floating above the other on a cushion of glowing light, contain an undulating topography of white corian that unfolds as a landscape of food and ingredients.

the design appears as a rectangular volume of mirrored stainless steel

the platform allows people to freely move around it, encouraging social interaction as customers communicate with staff, watch their food being prepared, or order a coffee and pastry. consequently, those working behind the counter assume the roles of the cast, creating an interactive environment where making, offering and consuming is both celebrated and enjoyed.

the functions of kitchen equipment are integrated within the bespoke, high-tech display system

‘we had to think about what we could do with dean & deluca as a whole and how we could expand its mission,’ explains ole scheeren. ‘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.’

an undulating topography unfolds as a landscape of food and ingredients

the platform allows people to freely flow around it, encouraging social interaction

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