EAT LOVE...

the proef is in the pudding...Proef out of Holland is an amazing concept colliding "the verb of eating" with design in symphonic timing. The brainchild of Marije Vogelzangs, who graduated from the Design academy in Eindhoven, Proef is a creative studio centered around food concepts. Located in Amsterdam's Westergasfabriek cultural park, Proef recently published "EAT LOVE" a book chronicling its foray into the alchemy of = design + food.

Marije travels the world, lecturing everywhere from Bangkok to Dubai, London and Cape Town. A consultant for the food industry she redefines the idea of not only eating "with your eyes firsts" but also with your heart and mind...

DUTCH DESIGN TO NOURISH YOUR SPIRIT .....>above

Design philosophy is eaten by characters sketched on walls as an installation of drawings linking art, food, and philosophy....screens project previous Pröef projects...*Excerpt from wall* “Forgotten memories recovered through food” & “why do we eat when we are not hungry?

SUGAR & ICE & EVERYTHING NICE .....>below

Sugared icing drapes the glass windows in front of Pröef’s installation space, a delicious & entirely new kind of window blinds...

 

TOOTHLESS CANDY BOX .....>below

“Thinking about all these people with fake teeth, I decided to make a toothless candy box. Filled with candies you don’t need your teeth for.” 

FUEL EXHIBIT .....>below

“Photosynthesis-tree.The leaves of a tree can make energy and food from sunlight through the use of photosynthesis. This tree can make cookie-leaves using the energy that comes from the lightbulbs."

DUTCH NATIONAL TAP WATER TASTING .....>below

“An installation of 12 kinds of tapwater from every Dutch province. Every kind in 130 literbottles of water to show the amount of water a dutch person uses every day. Guests can try all the waters and notice that the flavours of the different kinds of water are very different and that, as with wine, ‘terroir’ is very important. But nobody seems to care as much for tapwater as they care for wine. We just flush it through the toilet.”

As any good foodie knows, to nourish ourselves from the inside out is to awaken all of our senses so the experience of eating is a joy and a pleasure. Proef is a Guggenheim-curated picnic...somewhere on the flip side...where everyone's invited...

PHOTO CREDITS: All photos by Proef