Page architecture celebrating 30 years

Founding editor of the International 

Journal of Food Design

Find out more about the International

Journal of Food Design online at 

www.intellectbooks.com.

We don’t really 

design products, 

we design memories. 

Only memories of 

the experience that a 

product creates 

can last forever

what first attraCted you to 

food design as an area of study?

This is a good story actually. I was in my 

second year BA in Industrial Design at 

Polytechnic of  Turin. We were designing 

washing machines and blenders, and 

typical industrial stuff. Looking back I 

now see that I was going through my 

studies a bit numbed I think. I never 

complained, but I sure didn’t love it. I 

just didn’t know I didn’t love it. I found 

out soon enough, when one day I went 

to a workshop in between semesters; 

not knowing which one to choose of 

the different options I chose the one 

with the least boring title. That day a 

chef came in, a chef with his white chef 

shirt, and started talking about Food 

Design. He did not talk about cooking 

food, he talked about designing food. 

In that moment my life changed forever. 

That chef was Davide Scabin, chef and 

owner of the two Michelin star restaurant 

Combal Zero, in Rivoli, Italy. The time of 

washing machines was over, and the time 

of food started. From there, every project 

I did was related to food and eating, and 

I did my internship at Venchi, a chocolate 

factory in Cuneo, Italy, where I designed 

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Celebrating 30 years

‘Intellect publishes a great 

range of