Il senso del buono

Abstract

Food design, the last among the stars of the design galaxy that holds very different fields under the notion of project, seems to be the answer to a world in which food has become a life philosophy. But what does “designing food” mean? And how can such an activity be theoretically supported? Ten theses to shed some light on a discipline whose implicit aim is to rethink food in relation to the human and social meaning it assumes: 1) There is no good except “good to think”; 2) Food design does not coincide with cuisine; 3) Food design does not consist in creating expedients but solutions; 4) Food designing always means re–designing; 5) Food design horizons are not objects but experiences; 6) Food designing produces taste identities; 7) The concept of terroir is the product of design thinking applied to food; 8) Tradition is an unaware form of food designing; 9) Food design considers gastronomic actors as hybrids; 10) Food designing presupposes a theory of signification.