Food Design: journey into a comestible landscape

As the largest food showcase in the world, the exhibition assembles more than 5,500 exhibitors and some 148,000 trade
visitors for a period of five days. Its purpose is to help visitors and exhibitors alike anticipate, understand, analyse, decide, select and act. Consequently, SIAL’s primary concern is to
follow and forecast market trends. On the strength of this approach, the exhibition is now the global reference in terms of innovation, analysis of the world’s leading-edge offerings, and
revelation of fast growing markets and global consumer trends.

For the fourth consecutive time, SIAL has given concrete proof of its determination to look ahead and provide support with Food Design, an informative event that discloses promising talent and
potential. On the one hand, this is an exhibition of prototypes, thought out by students from the Ecole Supérieur d’Art et de Design (ESAD) in Reims under the management of designer Marc
Brétillot. On the other, it is a futuristic showcase, full of surprising food creations where budding artists express their personal visions and creativity.
Having explored the Seafood product sector in 2004, Fruit and Vegetables in 2006, Gourmet Foods and Dairy Products in 2008, the theme selected for Food Design this year is “The Food Landscape”.
Driven by this challenge, the event offers the opportunity of stretching beyond the strict framework of the food industry. The goal was simple but ambitious: to break new ground and tackle
deeper, more conceptual thinking on “eating”.

This crosswise approach mirrors the development of the food market and the enormous influence of its decompartmentalized sectors and channels today. It also reflects the growing role of design in
food innovation. But, above all, Food Design is encouraged by its growing success with visitors.
With the aim of rendering form and substance consistent, Food Design 2010 will be prepared by second-year scenography students at ESAD, led by designer Gaëlle Gabillet.
An event to devour with your eyes!

ADELINE VANCAUWELAERT
Exhibition Manager