All the World’s a “STAGE”
Dean & DeLuca and Ole Scheeren unveil “STAGE” At Design Miami 2016
German born and renowned architect, Ole Scheeren, and “Dean & Deluca”, New York’s legendary international purveyor of fine foods, have created “STAGE”, an unprecedented fusion of art, architecture, design and culinary magnificence. What has been brought forth is a homogenization of stunning architecture and gourmet in a culinary excellence, resulting in a retail space that is designed for the patron to quench the palate and indulge senses. Ole Scheeren has designed an artistic feast with a buffet for the eyes, a platform to tantalize the palate of the culinary soul, and finishes with a crisp aperitif leaving you satiated but wanting to feed further. It will change the landscape of traditional, retail gourmet forever.
But for Dean & Deluca, it is just an amuse bouche for what lies ahead. With openings planned for 2017 in key north American cities, the introduction of this new format will expand Dean and DeLuca’s offerings beyond the group of existing markets.
Scheeren’s contemporary vision remains rooted in the heritage of Dean & Deluca without allowing that to restrict his creative imagination. He is able to capture the nature and essence of the brand while investing it with anew radical 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 in the future. I think food is a very important social and sensual experience and STAGE is a powerful tool to amplify that.”
The mission to recognize design as one of the three cornerstones of the brand’s identity positions Dean & DeLuca as a visionary player in the global food industry. Ole Scheeren has conceptualized this vision and created a powerful design, combining a strong contemporary identity with a diversified strategy of global specificity and relevance.
Dean & Deluca was born in 1977, SoHo, New York. Recently purchased by Sorapoj Techakraisri of PACE Development, it continues with its mission to provide the world’s best epicurean delights, always satisfying the most uncompromising standards. Scheeren has been working closely with Techakraisri for many years and completed MahaNakhon, Thailand’s tallest tower, earlier this year.
“Stage” is at Design Miami from Nov 30 – Dec 4 in the main exhibition tent.