On The Way To Food

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On the way to food… This article is about my graduation project at the Faculty of Architecture, Delft University of Technology: ‘On the way to food’. It explores the relation between people’s daily lives and the built environment, which I call ‘Life Design‘. Tajima Masayuki, TU Delft, Faculty of Architecture / Illustrations: Tajima Masayuki

Life design can be seen as a mixture of

food culture = cooking culture +

combination of food culture and urban

urban design and, in this case, food culture.

restaurant culture

design is new, but could nevertheless fit

The aim is to create a balanced and higher

Fabricia’s book about food wonderfully

well into contemporary urban societies.

quality society. ‘On the way to food’

illustrates the maxim ‘You are what you eat’. 1

For a food culture to develop we need

describes a bottom up process in which

Food creates direct value for both

strong core areas in our cities where urban

people are encouraged to participate in

individuals and society. Food culture is

design is dedicated to all aspects of food.

something like the ‘slow food’ movement.

diverse and flexible and is an integral part

What makes such a centre attract people is

Just as ‘fast food’ is characterised by a

of the food cycle. When we define this cycle

taste transaction, creative thinking and

distinct architecture and urban context

as production, consumption and waste,

enlightenment through experience: tasting,

(often roadside parking lots) ‘slow food’

we find food culture where production and

own cooking, watching others cook and

needs a specific urban design as well.

consumption intersects. Two important

guessing how they do it; atmosphere,

In a broader sense, this covers aspects

elements in this are ‘cooking culture’ and

sound, smell and so on. This is the type of

like quality of space, culture, economy,

‘restaurant culture’: cooking culture

urban environment we should create.

environment, society, atmosphere, taste,

involves the creative process; restaurant

feeling and networking. Life design should

culture is about entertainment and going

the potential for food culture

pull these various strands together and

out. Combining these elements in an urban

in north-west europe

transform them into physical elements we

setting requires creative solutions, in terms

can enjoy in real space.

of architecture and urban planning. The

Food culture has developed slowly in the Netherlands and in Northwest Europe. The

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Cooking Making Culture Culture Restaurant Culture Consumption Culture

City, Food culture (network of people) Ethics Identity of the area Political (social and cultural) Economical--Commercialism Bottom up approach Slow food vs Fast food

Sustainability Global Scale Operation European Trend, Organic Product Top down approach Nederland as leading countries

Ecology Recycling Burnt

Figuur 1 Development of food culture.

Calvinistic culture in Holland was one in

places); transport infrastructure for

where going out and cooking culture

which spending more than absolutely

exporting and importing produce; and

resonate constantly.

necessary on food was frowned upon and

greater ethnic diversity.

eating in a restaurant was thought to be a

– The adoption of more general European

waste of money. Family life was conducted

trends and mentalities towards food,

indoors. At the same time the Dutch did not

linking environmental concerns with

elements in place for developing a food

have a tradition of growing or processing

food quality.

culture, both in quality and quantity.

their own food. Poor climatic conditions also hindered the development of a food

– Bringing different cultures together and creating new culinary traditions.

Europe as a whole, the disruption of two

The city of Rotterdam has a number of

The city is ethnically diverse, has a wellestablished infrastructure system (port and motorway system) and occupies a good

culture; people enjoy food more when they can choose to eat inside or outside. For

food culture in rotterdam

san francisco – a centre of food culture A good example of an urban structure

location in both the Randstad and NorthWest Europe. Unfortunately, Rotterdam

devastating world wars slowed down the

that supports food culture is the San

lacks a clear focal point for food culture.

interaction between nations and peoples,

Francisco Bay Area in California. The city of

The biweekly market at the Binnenrotte

for a long time preventing the spread of

San Francisco is the centre of this food

near station Blaak (the largest food market

food products and culinary traditions

culture, with a clear centre of gravity in the

in the Netherlands) could be an important

throughout the continent. But now, in

downtown area. In turn, this centre connects

element for such a focal point because it

the 21st century, the situation is different.

to the surrounding food sub-centres:

is a source of fresh and cheap products.

Looking forward, I anticipate that

Berkeley for Californian cuisine, San Jose for

But although the Blaak area provides a

globalisation and technological developments

Mexican food and Napa Valley for wines.

backbone for a cooking culture, it does not

will encourage number of trends:

Each city has its own vivid colour. The well

provide the necessary activities for taste

– The development of a more constructive

laid out infrastructure system guarantees

and cooking creativity itself. Something is

attitude towards food culture and its

the fresh delivery of ingredients and a rapid

lacking.

promotion.

transaction of taste. It enables people to

– The use of existing assets: the

move around in search of great taste and

wijnhaven – regenerating an inner

agriculture and biotech industries;

a variety of good but cheap ingredients.

city area

cultural environments such as historical

This networking and sharing of information

Situated near the Binnenrotte market, the

elements and districts (creating romantic

makes the San Francisco Bay area a place

Wijnhaven (Wine harbour) is ideally located

Y

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R otte rd am C e ntral Station

Binne rotte

Blaak O ud e H ave n

Be urs

Major Stre e t for autom ob ile Witte d e With Straat

Ex is ting Pub lic D om ain C ity icons to d e fine b ound ary of R otte rd am d owntown are a Urb an Sche m e for this p roje ct

PR O PO SA L LO C A T IO N Ex p e cte d Flow afte r the inte rve ntion Eras m us Brid ge

Flow from outs id e of d owntown are a

Figuur 2 Food culture in Rotterdam.

between two major transit hubs (Beurs and

the Witte de Withstraat, with another

axis’. Eventually, Wijnhaven could offer a

Blaak) and between the two bridges that

concentration of cafés, bars and

strong food culture combined with

connect the northern and southern parts of

restaurants, the Oude Haven. All these

businesses, home offices, entertainment,

the city (Willemsbrug and Erasmusbrug).

qualities create the right conditions for a

housing and a sports centre. The idea is to

successful urban redevelopment. But the

promote a balanced community that

After the bombardment of 1940 the

Wijnhaven is still lacking a dominant

understands the essence of Life Design.

Wijnhaven area was developed as a mono-

culture; food culture could fill that gap.

This concentration of creative ideas and enlightenment will eventually become the

functional office area and remained that way for about fifty years. The area is now undergoing an urban renewal process in

a new food culture centre The development of the Wijnhaven

motor for the generation of a strong food culture here. A strong emphasis is put on

which the Wijnhaveneiland and

area should first connect the Witte de

cooking culture because its creative skill

surrounding area is being transformed into

Withstraat to the Oude Haven. A bridge

and thinking is an essential ingredient for

a mixed-use, high-rise, high-density urban

stretching from the Witte de Withstraat is

a progressive food culture.

area. The excellent accessibility, the close

necessary to guarantee a smooth flow of

proximity of the city centre (within walking

people. Since bringing people over to the

The new food culture core could contain the

distance) and the spatial quality of the

Wijnhaven area is key to the success of

following main components:

surrounding water makes it an outstanding

the further development, we could start

A Ministry of Taste a food culture think-tank

location. As a linear element the Wijnhaven

treating the area as an extension of the

for ideas, research, marketing, promotion,

can easily connect the city’s ‘cultural axis’,

Witte de Withstraat, the current ‘cultural

advice and education. This will include

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HoReCa + Related Cultural Promotion Green as Roof garden area

History of Food Culture in NL Experimental Installation of Smell + Sound + Visual + Space Museum Store Cafe

Addition on top of recycled building as theater

Food Museum Brown Color Recycling of the building

Phenomenon-Trust Kitchen + Eating Space 27

High Interaction 6

10

Film & Dance Theater Food Museum Office, Audio Visual and Media, restaurant at Prominent location such as top floor Cooking School, Hotel

Relocated Radio Station + new media office

Supermarket, pub, cafe restaurtnat, others

Figuur 3

HoReCa + related cultural promotion for the Wijnhaven area.

scouting for new talent, locally as well as

The ‘Drinks’ section will be similarly

activities (food, art, sound, music, painting,

from all over the world. The role of the

structured. With the flexibility for free

space, light).

‘Ministry of Taste’ is to promote a creative

movement, infinite combinations of food

and economically viable food culture.

and drinks will be available, providing

A cooking school for the public, which can

something for everyone.

also be used to hold small private company

A free speech area where anyone can come

– First floor: Cafés. Cafés will be located

parties, offering complete hospitality with

and sell food. As more and more people

right next to the ‘cultural axis’ where

an assigned chef. The participants could

come to sell their own culinary creations

people pass by and want to show off.

join in the cooking process if they wish.

on the street at an affordable price, the

The advantage of having a food avenue

crossfertilisation of various tastes will

on the first floor is that commercial

accelerate, resulting in a rich food culture.

functions could spread over the levels

The Ministry of Taste will supervise the free

above and below.

speech area to enforce standards of quality and taste.

– Second floor: Restaurants. The second

broader support necessary Although there are many more opportunities to explore, this approach to developing a food culture concentrated in a

floor is about restaurants with a relaxed

single location is rather new and seems

atmosphere and fine food teppanyaki

promising. Life Design is an elegant fusion

A commercial interface spread over three

style. Diners can watch the chef in action

of food and design, with the potential to

floors, each floor with a different theme.

and even talk to the chef, adding to the

create a unique urban environment, which

– Ground floor: Tapas + Drinks. At ‘Tapas’

entertainment value of the culinary

in it turn can support urban renewal

experience.

programmes like the Wijnhaven area in

the characteristics of each store will

Rotterdam. The establishment of a ‘Ministry

be based on the cooking method, such as baked, steamed or deep-fried. The

A flexible mobile system made up by a

of Taste’ would provide the motor behind

creative contribution of chefs from

special team of food vendors that could go

the necessary innovation to keep the field

different countries will be combined

anywhere to support festival and events.

of food culture moving in an economical and efficient way.

under the same cooking method, with the potential for creating interesting

A food museum to support slow food and

combinations of food and taste. The

emphasise the importance of taste

Even though public awareness about food

menu will be the chef’s own slow food

education as well as experimental

is growing, food culture still needs strong

or fusion, depending on their mood.

collaboration between different cultural

support from local and national governments,

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Food Museum Experimental Space--art installation with 5 senses toward the unique yet great experience Food Museum Dutch food history and items exhibition Radio station will be relocated here. The other type Gift shop of Media and New media companies are also Cooking School encouraged here, so that it gives reinforcement in Where the informal relationship can build promotion of food idea. Where you learn skill Where you can also stay Where you can party

Roof Activity, Access to Roof garden/cafe. Prominent location-public space. Circulation penetrating direction.

38

Hotel

Mixture of business, commercial: Shopping, retail, restaurant, cafe, Gallery, travel agency, clothing shop.

Office Residential 27 Office + Media Development Phase

1

3

2

Flexible development 10 7

6

5 Existing Residential

North

Art School

South

Roof Garden Open Space

Housing Public space for residence

Garden Ministry of Taste

Globalization

For more creative solution for excitement and better taste in our life.

Restaurant

Green House

2nd Floor 1st Floor

Cafe/Lounge Quality Tapas

Ground Floor

Bar Movement (people & Cars) as view Active Faster Pace North side ( thus clear to see the things) City view

Commercial Interface

Water as view Passive Slower Pace South side City escape

Reflection of the Bottom - Up. Dedication and stimulation to Ground floor area as free speech area with public participation.

Figuur 4 Proposal for the Wijnhaven area. The advantage of having a food avenue on the first floor is that commercial functions could spread over the levels above and below.

such as the city of Rotterdam, the Ministry

The project even has a European dimension:

Note

of Education, Culture and Science and the

it supports the fusion of different cooking

1

Ministry of Agriculture, Nature and Food

styles in a common European Cuisine. The

Quality. For various reasons, they all should

vision falls nothing short of raising food

accept the importance of food culture and

culture into a cultural heritage we can

support it: food culture can strengthen

proudly pass on to future generations. And

Rotterdam’s leisure industry; it teaches us

that is called prosperity

important daily cultural values; and the emphasis on food quality is central to its philosophy.

For reactions: [email protected].

Fabrica (editor), 2003. 2398g: A Book About Food, Edizione Electa, p 88.

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