MFD Rebasadofinal

Mexico food and design
Copyright @ 2015 Foodlosofia

Editor:
Diego Bolson Ruzzarin
Text:
Diego Bolson Ruzzarin
Ignacio de Zamacona
Editorial Design:
Ermilo Magaña
Foodlosofia Core Team:

Diego Bolson
Ignacio de Zamacona
Patricio Garza Foodlosofia S.A. de C.V.
Marigel Zambrano Río Pantepec 817 Col. del Valle Sector Ote.
Salomé Le Lay San Pedro Garza García, NL, Mexico. 66269
Ermilo Magaña Info@Foodlosofia.com
Jorge Flores
Nataly Restrepo
Pauline Jacob
Copyright © 2015 by Foodlosofia S.A. de C.V.

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any
form or by any means, including photocopying, recording, or other electronic or mechanical methods,
without the prior written permission of the publisher, except in the case of brief quotations embodied
in critical reviews and certain other noncommercial uses permitted by copyright law. For permission
requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address listed.
Index
Introduction 5
Chapter I: FoodTure 8
Chapter II: Lood 12
Chapter III: Social Civic Compass 16
Chapter IV: Success Platform 24
Chapter V: Global Challenger 32
Chapter VI: Impruvize 36
Chapter VII: iFood 42
Chapter VIII: EveryDay GetAway 46
Chapter IX: Open Kitchen Lifestyle 50
Chapter X: Community Vitrine 58
Chapter XI: Taste Airport 64

Chapter XII: Our “Branded” Nature 68
Chapter XIII: Taco Is The New Burger 74
Chapter XIV: Digitox 78
Chapter XV: Out Of Homemade 82
Chapter XVI: Macro Tables 88
Chapter XVII: New Comfort 94
Chapter XVIII: Impressive With Simplicity 98
Chapter XIX: Solo Is the New Social 102
Chapter XX: Corn Almighty 108
Thanks 115
Credits 116
5 Introduction Mexico food and design
Mexico Food and Design

We believe that design can change the way Mostly our friends, or friends of friends,
we relate to food. This will ultimately lead that with their creative spirit and traits will
to better social interactions, more human help us inspire the world to be a little bit
empathy, more innovation, more pleasure, more like the Mexico we love.
and sustainability for the food and bevera-
ge industry. These 20 points represent our vision on
how to make things better.
This book… is our love letter about Mexi-
co and its unique bond with food and Diego Bolson Ruzzarin
drinks. We want the world to fall in love CEO Foodlosofia
again with the Mexican way of doing food:
innovative, creative, visionary, delicious,
humane…
But how do we explain to a Mathemati-

cian the meaning of love? Well, we can try
using numbers or formulas.
Since Food Design is a new discipline, we

have asked for 20 borrowed “voices” from
the creative community in Mexico.
From architecture, to photography, to

music production and even a short movie,
we will try to make our message clear in as
many creative languages as possible.
8 Chapter I Foodture: Back to simple pleasure with more meaning
Foodture: Back to simple pleasure with more meaning
“Design has to find new

ways to entertain.”
I
Concept by Foodlosofia
Think about your favorite meal. Now imagi-
ne having to eat that 3 times a day, every day.
Day 1 sounds awesome! Maybe even day 2
will be a guilty sensory overflow. Day 3 will
start to become a question.
How many days before you beg for a simple

meal? An interesting fact about this scenario
is that is not very far from reality. We all get
tired of food; even of our favorite flavors. It
model where we need to find unique, novel
ways to constantly keep consumers interes-
ted.
The challenge stands in setting the limits to

this creativity in order not to fall into trans-
gression. Mexico is one of the top snacking
countries in the world. Naturally it will be
the birthplace of the future of snacking sim-
ply because it has no other option.
has been quite some time since society sto-
pped eating out of necessity for sustenance Obesity, diabetes, and the cost of food have
and started snacking for entertainment. caused both people and the industry to
Design has an interesting role in this new challenge all pre-established rules.
Cookies with tea that can infuse water

“Mexico will be the birthplace for
the future of snacking”
Foodture: Back to simple pleasure with more meaning
“I am used to looking for

the common ground”
Creative Partner
Pedro Reissig
Product Design Having lived half my life in Latin America, is applied to materials, food, spaces, etc. The
Foodmorphology Lab the other in the North, I am used to looking examples shown here were all born from my
for the common ground; the underlying research in Fluid Origami: a term coined to
patterns which join apparently incongruent describe a system of design based on leather
things, be it people, cultures, materials, food, used in a structural form.
music, etc.
The inspiration for the “Barquito” had
That is how I became interested in design. do with my frequent travels in Latin
It became the natural ground for bringing America, and especially Mexico: a country
together my interests in people, places, I found bursting with wonder, dreams and
I
experiences and experimentation, whether it tenderness, even though sometimes hidden
“It is an homage to travel

and let the wind take you
where it might”
behind veils of threat and insecurity. These tools close by, namely notes, pens and
travels often challenged me to new limits, pencils. It is a homage to travel, to let the
but usually followed by optimism leading to wind take you where it might. I believe that
new ideas for new projects. this project of putting Mexican design and
food on mutual terms can be a genuine
The sensation that we are on a life long source of inspiration since it dares to blur
trip, difficult to plan, easier to dream... the boundaries, work outside the box, and put
feeling that anything is possible and yet basics back on the table and into our minds.
constantly changing... is what inspired
making Barquito for keeping my working
12 Chapter II Lood: 50 shades from liquid to solid
Lood: 50 shades from liquid to solid
II
“It is not uncommon for us to see
drinks replace full meals”
From a grain of sand, to a dune, to a What is a soup; a liquid or a solid? Depends

desert, this is a call to blur the lines and on the soup? What about a milkshake?
expectations. It is not uncommon for us to What about bubble teas or tapioca drinks?
see drinks replace full meals or for snacks to
claim to be refreshing. The name of the game is pleasure: texture
as a form of stimulation for the palate;
Concept by Foodlosofia But what else? If we draw a line between a as a driver to showcase new tastes and
liquid and a solid, how many permutations ingredients in contrast with different
do we have in the middle? What if we take backgrounds and mediums.
this analogy one step further and add
another axis of non-homogenous mixes? We expect to see a huge cross-fertilization
“Texture as the new top pleasure driver”
from iconic drinks into

solids and vice-versa.
The challenge is to avoid
transgressions and keep
the concepts clear for the
pleasure of consumers.
Clamato with bacon

Lood Food: 50 shades from liquid to solid
“A keyword for what i

like to do is curiosity”
Foodlosofia Team Member

Ermilo Magaña
3D Rendering
Creative director
That feeling of wanting to know what is I took the inspiration to talk about the tran-
gonna happen next. I like to work with 3D sition from liquid to solid and all the states
renders as an artistic expression because it in between from one of our biggest sources
doesn’t have the same limitations as traditio- of gross income: Fruits and vegetables… but
nal art. I can never run out of color I can only with a twist. What I mean is that I tried to
run out of creativity and curiosity. glamorize them, and in that closing the gap
II
between the producer on the field and the
My name is Ermilo Magaña (Milo for my consumer on the store, one thing that both
friends). I’m an ad man and I love it. If I could topics have in common is the elasticity in
I’d do it for free. how a single object can change so much.
“Embrace the challenge

to create the imposible.
A thing as simple as an apple can be the to capture with a regular camera, and freeze
source of income for our producers, the logo that moment between solid and liquid in
of a big company, or the meaning of tempta- that impossible angle. For me this topic is
tion for the western part of the world. about that: the impossible.
As a creative person this elasticity is priceless Share with your creativity. Embrace competi-
especially when it gives you the flexibility to tion and collaboration.
create stuff that doesn’t exist; textures that
16 Chapter III Social civic compass: From passive to active, from guilty to heroic
Social civic compass: From passive to active, from guilty to heroic
“When did we teach our children

that chocolate is a reward?”
III
How far are we from asking children what
a strawberry is only to get the following
answer: “Strawberries… hmmm… you mean
what the yogurt tastes like!?”
This is a scary distortion that implies

fundamental flaws in our food chain. Yes,
industry needs to act as a moral compass for
communities, but it doesn’t carry the whole
responsibility.
When did we teach our children that
chocolate is a reward and broccoli is a
punishment? Bitter unsweetened chocolate
can be tough on the taste buds, and we
know a kale juice can be delicious.
What would happen if we injected the same

level or creativity, fantasy, sexiness and
aspiration into preparing vegetables as we
do with candy?
“In Mexico we still have children

craving fruits and vegetables”
In Mexico, we still have children craving Obleas filled with veggie candy
fruits and vegetables. Even if they are full
of chili spices and lemon, we see people of
all ages craving a healthy afternoon snack.
That alone is enough inspiration to kick-
start a new generation of healthier food and
drink rewards.
“Mexico has experienced a concetrated

growth in a handful of cities”
Foodlosofia Founding Partner Mexico could be an example for social situation. However, experience has showed
Patricio Garza entrepreneurship. Like many other Latin that despite the efforts these two sectors of
Social Entrepreneur American countries, Mexico has experienced the community might carry out, the quality
DVC President a concentrated growth in a handful of cities. of life for our communities continues to
This common tendency in Latin America deteriorate.
has also been tied up to lack of urban
planning, creating not only disproportionate During the last years, we have witnessed
urban concentrations, but also a series of how citizens have begun to recognize our
gaps on infrastructure. Most importantly it responsibility to create a systemic vision of
has seriously affected quality of life for its our city; one that gives us the quality of life
communities. we deserve.
III
Until recently, citizens have considered A success case has been the Distrito Valle
government authorities and the private del Campestre (DVC). Our organization has
sector to be responsible to “fix” this urban manifested since 2013 its vision to generate
“Collaboration among
our community mem-
bers is the key to start
this process”
a balanced, collaborative and sustainable We are expecting this regeneration to create We believe this is only the
community. a significant improvement in our quality of beginning of great positive
life. changes.
It is composed of a diverse range
of community members, including Our vision has had a creative effect on the Our experience has the
neighborhood associations, property area, causing entrepreneurs to establish potential to be replicated on
owners, private companies, government projects with positive social impact. Among other sectors besides urban
institutions, and nonprofit associations. them we have found businesses promoting regeneration and on other
DVC seeks to regenerate their district within bicycle usage, public transportation cities of the world.
the San Pedro Garza Garcia municipality services, significant changes on real state
in Nuevo Leon. We have created a systemic projects to improve the public realm, and
vision based on our community needs and community food hubs just to mention some
are targeting urban regeneration. examples.
“I don’t usually draw

to share; I draw to
understand”

Salome Le Lay
Sketching My name is Salomé Le Lay. I am a French to communicate, but as an individual it is a
Food Design Lead designer based in Mexico. Throughout my very personal medium where I integrate and
childhood and into my design formation translate through my own interpretation.
I have had the opportunity to travel world
wide and experience living abroad. Travel Recently, I have been touched and inspired
has made me hungry for discovery; curiosity by a Mexican documentary book mixing
is my appetite. photography and stories called “Las
Amorosas más Bravas”. Few people imagine
For me, drawing has always been a means what happens to sex workers when they
of absorption; a way to get intimate with grow old. This book shares the stories of
III
new contexts. As a designer I use sketching these women living in Mexico City.
“It’s not about charity or

pity. It’s about looking
through social-taboo and
welcoming reality”
As a non fluent Spanish speaker, I had to We share nothing; no meaning, no

focus on the portraits of these prostitutes relevance, no depth. We could also use
to understand their stories. Drawing their these media to speak about what matters.
expressions in detail and spending time on As a creative individual, I believe we must
a macro interpretation made me imagine use our artistic tools to create more human
their stories beyond what is evident. empathy and a greater sense of social
belonging.
Social media is overflowing with
meaningless pictures of our meals or new Even if Mexico is a modern country, it still
pairs of shoes. has a lot of empathy for non celebrities.
24 Chapter IV Succes platform: Crazy enough to work, flexible enough to survive
Success platform: Crazy enough to work, flexible enough to survive
“Creativity will
overcome disparity”
IV
There is never enough celebration for
entrepreneurship. In a social and financial
context where so few wallets carry so much
of the profits, creativity is a tool that helps
us overcome disparity.
Mexico is still a young country, yet matu-

re enough to be a success. This country
understands capitalism, yet the rules of the
game are challenged every day, and so the
In the Food and Drink business, this has
just started. Innovation in food and drinks
is harder than ever, we need to design not
only the multi sensorial experience. We
need to design successful scalable, sustaina-
ble, and adaptable business models.
As designer we have to bring pleasure, in

texture, shape, form, concept, flavor and
aroma.
rules change, and most of the times in a
good way that brings more value, pleasure
and health.
“Healthy as a new
sexy indulgence”
As strategists we have to
make business that can
grow, include the informal
markets, be open sourced
by the community and
users and inspire positive
change around the world.
Food for you: Healthy lifestyle retail
“As food designers we

have a responsibility”
Foodlosofia Founding Partner Driving innovation and business growth for the consumer and the need to create
Nacho de Zamacona through food design. It is no coincidence profitable and sustainable business models.
Bussines Design that businesses with a solid growth and A well designed food concept that delivers
CFO Foodlosofia innovation strategy tend to thrive in today’s pleasure as a holistic experience but has a
market place in comparison to companies terrible pricing strategy is doomed to go out
that refuse to change their business model. of business.
Although the food and beverage industry On the other hand, a horrible product with
has an incredible responsibility towards its enough marketing muscle can achieve solid
clients, it still has an ever glooming shadow sales and high profits but a terrible long
of responsibility towards their share holders term reputation with its clients. As food
IV
as well. Food design has to serve as a strate- designers we have a responsibility to both
~ DISRUPTIVE
~ INCREMENTAL
~ CORE
~ SYSTEM BUSINESS MODELS
~ BRANDS/SPACES
~ PRODUCTS/SERVICES
business types; to use both design thinking Even though food design is still laying down
and strategic planning to propose better roots and establishing itself as an important
solutions for the future. part of the F&B development process, it is
important that we never forget our objec-
Food design is about balancing a symphony tive: to generate revenue and sustainable
of product development, translating the growth through better products, better
value of an idea, mitigating risk, creating ideas, and higher value propositions.
opportunities, new technological applica-
tions, developing incremental markets and
synthesizing insights where the consumer “Is about balancing a symphony
might lack vision.
of product develoment”
“I wanted to mock
the fear for eating
fruits and chile”
Creative Partner I was born in Monterrey, Mexico. My father Last year I decided to come back to Monte-
Daniel Alanis started lending me his Canon SLR camera rrey to use my experience and skills to start
Cinematographer / Photographer when I was 14. Slowly, through the years, my MOMENTO.
curiosity for photography and cinema tur-
ned into a hobby and then into my passion. In Momento, we produce the story and
the aesthetic needed for the production
I worked in a corporate office for a few to be successful. From creating the correct
boring years until I decided to take the risk script to choosing which lens to shoot with
and go to Los Angeles to study cinematogra- to mixing the final audio for the project,
phy. In three years I shot over 30 short films, everything and everyone involved in the
and a few feature films. production needs to click together for the
IV
final product to shine.
You can see the

video here:
www.danielalanis.com
We shoot commercials, music videos, featu- come foreigners to spice up common-day fruit. Playing it safe will take
re films, documentaries, and short films, as snacks just like Mexicans do. Once there you nowhere, so go ahead
well as portraits and editorial photos. was a Mexican who had the “stupid” idea and spice up your pineapple
In our video we decided to mock the foreign of including chile on his fruit cart on the with what it really needs.
fear of Mexican eating customs, in this street. Nowadays, there isn’t a fruit store or
case, fruit with chile. Through it we hope to cart in the whole country that doesn’t offer
contradict existing stereotypes and wel- a variety of chiles to go along with the fresh
32 Chapter V Global challenger: Local re-invention on global icons
Global Challenger: Local re-invention on global icons
V
Bill Gates once said “intellectual property
has the shelf life of a banana”. This is
particularly true in developing countries.
Mexico has a special love for the
“tropicalization” of global icons.
There is movement here, from simple copies

as a form of adoration, to a re-invention as
a stance of defiance. Sushi restaurants will
serve beef “makis” with jalapeño peppers as
a place with such a strong food heritage, it
is hard to imagine that foreign techniques
would be represented as carbon copies of
the original.
Being a global challenger is a natural

regulation to fake capitalist constructions or
the abuse of “denominations of origin”. We
get it: the wine market is dominated by 3 or
4 regions, but that is only for the old wine.
the hero item on the menu, not because the What about the products of tomorrow?
owner has never been to Japan, but because There is so much new pleasure to be
maki makers have never been to Mexico. In invented if we bend the rules just a little.
“Mexico has a
special love for the
“tropicalization”
of global icons”
White wine with floating vanilla bean

Global Challenger: Local re-invention on global icons
“Music is remembered
for what it’s capable of
making a person feel”
Creative Partner I am a Mexican producer, and I believe in my Electronic Music Producer Certificate
Gil Montiel music because music believes in me. In it, I from SAE Barcelona, in 2008, and after
Music producer / Dj found my language, my friend, and the best that I started a Master Certificate on Music
Sound engineer way to convey my ideas and to purge my soul. Production at Berklee College of Music.
Partnet at Casa Morelos
I started hitting pans and pots at my mother’s As an electronic music producer, I have
kitchen until I’ve got my first set of drums. released original material and remixes on
Since then, I knew I couldn’t stop getting Internationally acclaimed labels. I’ve traveled
more involved with music. I played different the world looking for the best ingredients
instruments from an early age for several to brew my own sound. I have performed in
bands until I discovered I wanted to record places around the world such as: Barcelona,
V
and mix my own sounds. I started playing Paris, Miami, New York, Los Angeles and
drums when I was 6 years old and producing Mexico, among others. I’ve also had the
music when I was 18 – 11 years ago. I’ve got pleasure to work with great artists such as
You can listen

to the mix here:
soundcloud.com/gil-montiel
Shakira, for whom I did a remix in 2011. For visuals, dancers, and all type of artistic and standards. These
this book, I made a collaboration with Dani injections that would stimulate people’s parameters only drive my
Blau to make this song called Airplane. senses to their fullest. Music is remembered passion for music further.
for what it’s capable of making a person feel,
Airplane is a song that describes a soul’s and I work really hard every day just so one
addiction to flight- to soaring above realities day my music will be unforgettable.
and, for as long as it can, making the line
between heaven and earth fade away. We I understand what music is expected to do.
don’t need wings- all we need is a feeling. I understand what iconic musicians are
This same song was used by Realistic doing, yet i try to find my place; my way of
Fiction for their set “Taste Airport”. doing things. This unique way of standing
My vision is to change the entertainment is a conclusion of my past experiences, of
industry, creating more engaging and where i came from, and a glimpse of where I
holistic experiences; interacting with am headed. I am not limited by expectations
36 Chapter VI Impruvize: Last minute touch triggers greatness
Impruvize: Last minute touch triggers greatness
“Saving the situation in the

last minute with a crafty
touch is very big in the
VI
mexican culture”
Even if last minute solutions are a global out of a repetitive selling catchphrase.
trend, especially with millennial and the
minimum effort cohort, saving the situation Where big companies have multimillion
in the last minute with a crafty touch is very dollar R&D departments full of PHDs and
big in the Mexican culture. experts, the streets have street smarts. The
everyday inventor does not fear failure, even
Concept by Foodlosofia What is even more amazing is that most of if he has a lot to lose by failing.
the time, these last minute touches bring
the best out of the situation. You see, even in This lack of fear to fix something by
the humblest of food stands, people will go improvisation can end up becoming an
the extra mile to make a fruit cup look like a improvement that no R&D budget could
work of art. Street vendors will make music pay.
“The everyday inventor does

not fear failure.”
Fruit and chile edible sculptures

Impruvize: Last minute touch triggers greatness
“It was not enough

i needed to create
objects in 3d”
Creative Partner
Camilo Garza
Sculptor Somehow my life has always been surroun- for a longer, but suddenly, after years of dedi-
ded by art. It is one of those things you don’t cating my life to 2D production, I decided it
really know why it happens, it just does. was not enough. I needed to create objects in
3D, objects that could be touched, lifted, fli-
Every time I pay attention, there is something pped, etc. This is how I became an sculptor.
art related in my life, either the place I am
at, the person I am talking to, or the topic I I relate this a lot with cooking. Somehow
am talking about. I guess that is why I am the kitchen suddenly asks for more from
more of a “right-brainer”, which explains the the cook than just following a recipe from a
nature of my resume. I have been a graphic book. That is when you have to improvise in
VI
designer for a long time, and a photographer order to produce new flavors, new feelings,
“Improvise to give your

work the “flavor” you
want it to have ”
new reactions, or even communicate more equipment or skill for your advantage.
than what you already have.
While making this sculpture, I relied on
In sculpture you also have to improvise to balance for aesthetic purposes to give my
give your work the “flavor” you want it to piece a feeling of free movement, but I had
have. Sometimes you have to mix materials, to improvise using a piece of stainless steel
or take advantage of things you have taken to help stabilize the whole thing. This gave
for granted, sometimes things as simple as contrast and with it the final boost it needed
gravity, or balance. The same applies to coo- to become an art piece.
king when you mix ingredients, or use any
42 Chapter VII iFood: Technology changes the way we eat
iFood: Technology changes the way we eat
VII
“How can food be more iFriendly?
The love we have for licking our cheesy The food industry needs to tread lightly
fingers after having a salty snack is in direct around TVs, computers, tablets and phones
conflict with the love we have for texting on with ergonomic design, consumer empathy,
our smartphones. usability, cleanliness and nutrition.
This micro-macro conflict opens a very It’s important to account not only for the
Concept by Foodlosofia interesting debate: how can food be more availability of a single hand to eat, but the
iFriendly? We expect a new generation of consumer’s reduced amount of physical
products designed to fit and complement activity and a non-existent attention span. It
our 4-screen lifestyle. is imperative that we move away from banal
repetition that becomes background noise
for whatever is on the screen.
“Consumer empathy, usability,

cleanliness and nutrition”
Cereal and fruit crispy maki

iFood: Technology change the way we eat
“Our first interaction

is through a screen”
Creative Partner My name is Carlos G. Dávila, and I am a any other of the disciplines that are neces-
Carlos G. Dávila filmmaker. I was born in 1983 in Monterrey, sary to make a film, first and foremost I am
Filmmaker Mexico, and graduated as an Architect from a filmmaker.
Reverieworkshop the University of Monterrey before studying
film in New York. In my film career, I began iFood, is a simple story that portrays how
as a still set photographer, and then went technology has changed the way we interact
on to produce feature films and TV shows. with our most basic of activities: eating. It
Most recently I directed and produced the used to be that our first experience with
award winning “El Beso” (The Kiss, 2014). our food was when we’d get our plate. We
would see the food, take in the smell and
I say that I´m a filmmaker rather than a film then taste the food, experiencing the full
VII
director or producer because that is exactly impact of its flavors. Now, technology has
what I do: I make films. Whether this entails literally come between our food and us. Our
being a producer, a director, an editor, or first interaction is through a screen.
People put a screen between

them and their plate, take
a picture, write something,
and post it online, all this
before even taking a mo-
ment to appreciate the food.
This act disrupts the impact
food has on us, and also on
the interaction we have with
other people eating with us.
This is especially noticeable
Enjoy the short here: reverieworkshop.com/ifood here in Mexico where food
is so amazing and big fa-
mily get-togethers are a big
deal. iFood is a satire that
hopefully will shine a bit of
a light on this.
46 Chapter VIII Everyday Getaway: Saturday on Monday as a mental model
Everyday Getaway: Saturday on Monday as a mental model
VIII
“Nature has become a luxury”
Nature has become a luxury. Surrounded by need spotless quality, trust, and stability but
concrete, cars, and electronics, artificiality cherish nature. Mexico as a tropical country
has become the norm where organic nature has a latent feeling of being surrounded by
has become a rare sight. nature.
In the past, a glass or plastic packaging How can we make people feel like they are
Concept by Foodlosofia could have been perceived as high value, on vacation in the middle of the week? How
where today this is not necessarily the can we make our everyday experience feel
case. The challenge for the industrialized like we’re breaking our routine? We know
food and beverage industry is to find the that the context modifies our perception of
answer to this new expectation and value pleasure. For example, a simple salad can
equation. An answer where consumers still taste better if we are in front of the ocean
Can we reverse the process?

Can we make the exotic,
seasonal flavor become a
Monday transformation
catalyst?
“Context modifies our

Fruit salad ceviche
perception of pleasure”
Everyday Getaway: Saturday on Monday as a mental model
“Who doesn’t remember a friend’s

meeting that has ended in the kitchen?”
Creative Partner Architecture is basically a container of some- activity of preparing and eating food has
Rubén Sepúlveda thing. I hope they will enjoy not so much the turned the space of the kitchen and the table
Architect teacup, but the tea. Yoshio Taniguchi into a converging point (and a pretext) to
Dear Architects meet.
Space dignity is essential to generate a good
quality of life. I believe architecture should Who doesn’t remember a friend’s meeting
provide proper spaces that satisfy basic that has ended in the kitchen, or the talks
needs, turning them into experiences that and discussions that have started around
can improve a person’s life in their social and the table? Or even the memories of the
individual relationships. aromas coming out from the kitchen at our
Grandma’s place?
VIII
In a domestic architecture system, food spa-
ces facilitate social activities within a convi- The space around the activity of eating and
vial ambience that enhances the creation of preparing food is indeed a generator of im-
memories for people coexisting there. The portant experiences and memories.
49 Everyday Getaway: Saturday on Monday as a mental model
I believe architecture must understand this

condition and enhance its social objective
in order to create a more meaningful expe-
rience. It must interpret the entire dynamic
within the act of preparing, eating, discus-
sing and digesting food with the objective of
translating them in the design of a domestic
space.
The challenge is therefore to support daily

activities like serving breakfast to your
children on a Sunday or receiving a friend’s
meeting in your kitchen through the appli-
cation of different architectural tools, such as
the use of light, creation of paths, perspecti-
ves or material perceptions. Thus, my aim as
an architect is to create an atmosphere and
a proper scenario that enhance the develop-
ment of the social daily activities.
In the same way the basic need of nutrition

generates meaningful experiences through
pleasure and enjoyment, the simple need
of a shelter should also improve our lives by
creating social and dynamic spaces using
“We need to embrace architecture as a media.
social dynamics and
everyday activities”
50 Chapter IX Open kitchen lifestyle: Every corner has a delicious surprise
Open kitchen lifestyle: Every corner has a delicious surprise
“We tend to choose fast

over pleasure”
IX
My name is Nataly Restrepo. I am a food
designer at Foodlosofia and I am passionate
about the way the new geopolitical stakes
are changing the way we eat. When I think
about the culture of food in Mexico, the
word “fresh” appears as a main driver for
consumption.
The tropical weather of this region provides

fresh quality products all around the year,
Our food choices are no longer satisfying
our pleasure, nor our senses, but satisfying
our fast and nomadic routines. I believe
that the ultimate goal of food is to obtain
pleasure issued from good quality food.
Traditionally, quality food has always been

linked to what it is carefully prepared
in our kitchens, however, nowadays the
kitchen has been reduced to a simple space
but the rapid lifestyle of the urban scenarios in our homes that we barely use during
reduces the possibility of eating fresh in our the week. With this project, I wanted to
daily life. recover the real meaning of the kitchen
Pop up picnic
and re-think it no longer as a static place, kitchen, no matter where they are. Given
but as a meaningful dynamic full of flavors, our nomadic style of living, we can no
techniques, traditions and relationships. longer base our pleasure in static spaces.
We must take our quality experiences to
Kitchen means fresh. Kitchen means just live outside our homes: To live our urban
made. Kitchen means quality. Therefore, experience; to experience OUR kitchen in
this product allows the nomadic consumers any corner of the city.
to still have the best experience in the
“Neighbors didn’t
know each other”
Creative Partner We have been activating communities for environment within a pleasant experience:
Jesus Alvarez seven years around Monterrey Mexico. Eating at someone´s home.
El Narval We go by the name of El Narval. We are
based in Tampiquito: a small but vibrant The main idea is to provoke some sort of
neighborhood where we have learned a lot citizen awakenigs by walking. Normally, a
about getting along with the community. Gastro-Tour is made out of 3 to 4 host houses,
a mile and a half walk, 20 to 30 people in
We realize that the neighbors didn’t know the group and lots of delicious home made
each other; not even by name, and in food. Each stop has its own special design
some cases they have never ever walk their activity using the tablecloth as a tool to write
neighborhood. The idea of a Gastro-tour was and draw. The last house is the dessert house
IX
born as an experiment for recognizing ones where the patrons share their experience
and findings.
“The last house is the

dessert house where they
share their experience”
In the end, the idea is to collect enough A simple example of these reactions we
information from the neighbors and their tend to elicit can be even the old habit of
knowledge of the district, which is then asking your neighbor for a cup of sugar
converted into friendly info graphics that since now you know his/her name and who
we share with the municipal neighborhood knows? Maybe you get invited for supper :)
committees in the hope that it makes some
kind positive reaction with in the community. More info @
fb.com/gastrotoursmty
“I am very
impulsive”
Creative Partner
Michelle Sanz
Painter When I graduated from High school here in and surrounding myself with different
Vegona Monterrey, I was more clueless than today. spaces, opened my mind to a whole new
I’m still clueless. Anyhow, I barely knew level. I knew what I wanted.
myself. The only thing I knew about myself
was that I just wanted to enjoy life every I realized what I liked the most was sitting
moment and that I couldn’t care less about down at restaurants, surrounded by
school. interesting spaces full of lively art pieces
and hanging paintings, but especially the
After jumping around universities, I decided amazing creations of the chefs. For me,
to buy a 1-way ticket to Madrid, Spain. And trying something new was like entering a
IX
that’s when it all started; that’s when I started whole new world created from the mind
to become who i am today. of one person passionate enough to share
Being there, seeing extraordinary panoramas, it. The trepidatious feeling of suddenly
traveling around, getting to know new minds appearing on a new scene, full of new
“I am aware that
the only thing that’s
constant in life is change”
adventures, out of nowhere, for me was My food and my paintings tell an entire
priceless. I belonged to the feeling of “new”. story... something else happens that lies
beneath all those colors and textures and by
By the time I got back, I had been accepted getting to know them, you get to know the
to culinary arts school, so i divided my me of today.
time between that and painting: my other
lifelong passion. I wanted all of it. I wanted These creations are the base of the world I
to create my own new world. I want others am now living in, and all I want is to share
to be in love with a piece of my mind, the my experience. I am aware that the only
same way I was in love with the experiences thing that’s constant in life is change. I know
I’ve had in the past. I believe pleasure lies in this world won’t be new forever. The only
being open to share ones point of view and thing I know is that my next new world will
invite other to partake in our journey. be much better.
58 Chapter X Community vitrine: A showcase of the best no matter the level
Community vitrine: A showcase of the best no matter the level
“Some categories are
X
just armored against
competition”
How can we make the small business innovative culture, there is still an ominous
ventures compete with the big corporations? myopia for innovation made by giants. It is
We know for a fact that competition drives very hard to innovate in a confetti sized area
improvement and innovation in business. of limitations and pre-established rules of
The sad part is that some categories are just execution.
armored against competition.
Concept by Foodlosofia That is why we need small players
Some categories even allow executives challenging the status quo. The ideal
to say: “I don’t care about trends. I set scenario would have them using an
the trends in this category.” Even if this “uber” like distribution system and
comment is the exception to the rule of a crowdsourcing split to buy the raw
what most companies will describe as materials.
“Our community has the talent and

potential to change things in the future”
Craft tamales co-branding

By doing so, they can compete on a level
playing field with the big boys. No doubt
our community has the talent and potential
to change things in the future, but the entry
barriers we have artificially created are too
high.
Community vitrine: A showcase of the best no matter the level
“I founded TOCTOC to promote

local creative young talent”
Creative Partner I am Alexis del Toro, a fast-blooming The modern Mexican identity is now
Alexis del Toro Monterrey- based designer with the reaching a unique place in the global
Designer sole manifesto of creating a memorable markets, in part because of the recent
TocToc experience through the production of developments in architecture, industrial
functional design inspired by the culture of design, graphic design, illustration,
the northern cities of Mexico and its unique cinematography, urban arts and fine arts
people. produced by the country’s new generation
of creatives. As acknowledgement of the
As well as being the head designer of my importance of boosting contemporary-
own studio, I have been deeply involved Mexican design practice, I founded
with the creative community of the city, TOCTOC to promote local creative young
X
leading TOCTOC and confounding DESIGN talent.
DECODE.
“The city’s urban fabric craves

the exposure of authentic and
true creative expression”
The creative group organises culture-driven aims to fill this desire. The “DECODE
events, competitions and exhibitions DESIGN FEST” is dedicated to the creation,
throughout Mexico. Since 2009, TOCTOC diffusion, and promotion of good functional
design community has grown and Mexican design in the state of Monterrey
developed thanks to its network of local, through lectures, design workshops and a
national, and international collaborators. month-long exhibition of the best projects
of design students around the state.
I believe that the city’s urban fabric craves
the exposure of authentic and true creative
expression, and so the creation of DECODE
Community vitrine: A showcase of the best no mater the level
“The concept is to
promote fair trade and
create a closer link
between producers
and consumers
Foodlosofia Founding Partner

Marigel Zambrano
New Marias Co-Founder My name is Marigel Zambrano. I am one of The concept of NEW MARIAS is to promote
the founding partners of Foodlosofia, and fair trade, and create a closer link between
also the owner of NEW MARIAS. Both are a producers and consumers, showing great
direct consequence of my passion for Mexico, products made by great people. That is why
food and a healthy lifestyle. we choose the tagline “Curaduria Artesanal”
or Craftsman Curating.
I believe in Mexico. I believe in the our
people and our creative talent. When I The NEW MARIAS travel around Mexico
started NEW MARIAS I wanted to create a looking for the what the good people are
platform to showcase Mexican talent, and doing, how their creative potential is making
X
give craftsman of all sizes and levels the the new cool trendy product that instantly
opportunity to make an impact. belongs in the shelves of the urban centers
“We want to impact

people for the better”
of Mexico. This process is something that nuts. There we only offer healthy mixes, Every time people come
would normally take years, or never in other and we are constantly looking for new ways to our store we surprise
cases, due to the nature of markets, brands to integrate better ingredients and habits in them with more: more
and capitalism. our snacking lifestyle. We want to impact talent, more products, more
people for the better. Mexico. A new “made in
Our concept has a very well established set Mexico”.
of values, our curating philosophy, to ensure Most of the time, the only thing people
that every product you see on our shelves with talent need is an opportunity. We aim
fits certain conditions. A very important to provide that. We want the consumers to
part of our offer are snacks, especially de- walk in the store and to be overwhelmed by
hydrated mixes of vegetables, fruits and the undiscovered talent of Mexico.
64 Chapter XI Taste airport: Where exotic arrives and the regional goes abroad
Taste airport: Where exotic arrives and the regional goes abroad
“There is a strong link

between food and nomadism”
XI
There is a special pleasure in traveling,
especially when visiting a new destination.
If you are lucky enough, the pleasure of
discovery will start on the road or on the
airplane when you open this “bento box” of
new experiences that mix the place of origin
and the destination.
There is a strong link between food and

nomadism. If we were moving or travelling
food. The road itself would present us with
infinite meal choices and permutations.
The truth is that we spend most of our time

static, not only siting in the same place, but
moving around the same area. We need
food to travel for us and bring us the best
benchmarks from around the world to keep
us excited and hungry to discover more.
all the time, there would be no need for new

“Food will travel for us and Portable Mexican table setting.
bring back new flavors”

Taste airport: Where exotic arrives and the regional goes abroad
“Traveling implies no more regionalism

that we can take music from anywhere
and make it mexican”
Creative Partners
Diego Echegaray
Mateus Bolson Ruzzarin Since the early years of our friendship, back significantly improved by adding exotic
DJs/Producers when we were teammates for a computer flavors from abroad.
Realistic fiction game called Warcraft 3, we developed a strong
understanding of each other. So, what ingredients from abroad add flavor
to electronic music? By weaving this concept
This proved to be essential several years later into our music, we created a delicious
when we got into the electronic music scene international symphonic bacchanal. Our
and lived together in Sao Paulo. Today we greatest influence for this set comes from
don’t live in the same country anymore, so we Mexico, which has taught us through their
work by ourselves at our own pace and style, food how to make passionate and emotional
XI
send samples to each other, and FaceTime music. We begin our trip with savory
until we get something cool in our hands. notes from Spain and then we travel north
This set is about traveling and taste. Our across the sophisticated palate of France
view is that regional artistic value can be until we come to appreciate a mouthful of
You can listen

to the mix here:
soundcloud.com/realisticfiction
Euphoria Music and camping Festival 2015
underground music in the U.K. Afterwards, to dock in Santiago, then across Argentina
we head east for a quick stop in Berlin for and into our delicious final destination:
some vanguard tech house, then north again Brazil. We close by honoring one of the
to meet the great progressive house Lord of greatest Mexican musicians of all time.
Stockholm. After indulging our senses in
Sweden, we cross the Atlantic and land in We believe that traveling implies no more
Canada for some melodic comfort food. regionalism, that we can take music from
anywhere and make it Mexican by Mexican
From there, we cross the great United States hand. The modern world is too small for
of America to land straight in the heart people to act as if they are so different, we
of our beloved Mexico to chill hard with can all understand each other if we drop a
Master Gil Montiel. We then take a boat few preconceptions and dogmas.
from Acapulco, moving south into the Pacific
68 Chapter XII Branded Nature: Commodities with high aspiration and value
Branded Nature: Commodities with high aspiration and value
What do brands
stand for today?
XII
We are living in a market of brands, added
value, premium experiences, and premium
prices. How can countries that survive on
commodities compete with the perceived
value of aspirational multi-million dollar
brands? What do brands even stand for?
Quality? Status? Cost? Arrogance? Unfair
trade?
It’s hard to tell if a banana covered in LV

change our perception of value. In a new
territory between denomination of origin,
fair trade and place branding, there is a new
territory for empathic story telling.
Mexico does this in a natural, everyday

type of way: out of necessity derived from a
constant struggle between craft vendors and
multinational industries.
texture tastes better, or if a fish with an Developing countries should aspire to keep
apple sticker is more intuitive to use. Brands adding value to their commodities and to
“Developing countries should aspire to

keep adding value to their commodities”
Multinational branded oranges

imprint their cultural heritage into their
brands and products. This would help them
to keep for themselves both the added value
and the added margins multi-nationals
thrive on.
Branded Nature: Commodities with high aspiration and value
“love for avocados has

brought me here to the
country where they
come from”
Creative Partner I am Christiane Büssgen, a German designer time; but being a designer, I felt I had to go
Christiane Büssgen living in Monterrey, Mexico since 2012. About further... So eventually I made molds of the
Industrial Designer five years ago, living in Vienna, Austria and avocado shells to make replicas in porcelain.
La Brotería working with WOKA Lamps Vienna, I started This little object was what first caught the
collecting the skin of the avocados I ate. attention of my now partner Jesus 4lonso. It
led to a long exchange of drawings and was
Eventually I had dried shells all over my the beginning of our love story. My love for
apartment : small and big ones, some turned avocados has brought me here to the country
into a dark purple, others just got brown where they come from: a country to which I
and wrinkly, some stayed green and kept had no connection to before.
the rounded shape. I was excited to see the
XII
beauty that some of the dried skins revealed. I chose to present this project for my
I liked my Avocado shells as objects. I liked theme “Branded Nature” because for me
to collect them; see them changing with as a european living in Mexico, I learned to
“The avocado has become a

superfood worldwide”
appreciate the value of the avocado even But also, it is ‘just’ a daily staple. It grows in
more. It is a celebration to cut it in half and abundance, and the quality is excellent.
see the bright green creamy flesh inside. For
me it is the queen of vegetables. My golden avocado represents the richness
of produce that Mexico has and exports to
Just in recent years, the avocado has become the world - the avocado with a golden skin
a superfood worldwide and is recognized becomes decadent and converts into an
for its highly nutritional benefits. In Mexico, object of luxury.
it is deeply rooted in the nation’s culture
and a part of each meal in all social classes.
74 Chapter XIII Taco is the new burger: Moving from macro-plastic to micro-crafty
Taco is the new burger: Moving from macro-plastic to micro-crafty
XIII
One of Mexico’s gifts to the world. The true
taco model comes as a cure to the fast food
pandemic. Tortillas are supposed to be
freshly made, raising the bar to new supply
chains and processes.
Fillings are mostly protein heavy, to balance

out the carbohydrate consumption. The
tortilla is, by design, one of the most
versatile and ergonomic foods ever made.
It is sometimes even used to replace cutlery
socio-economic levels. There is a story
telling angle about the “taquero” that is so
accessible and social it should be a global
practice.
We all love burgers, but speed and profits

are destroying a business model that was
part of this generation’s childhood. The
taco model is here to raise the bar, set new
standards and bring the business core back
to where it belongs.
in Mexico, a common practice in most
“The tortilla is, by design

one of the most versatile and
ergnomic foods ever made”
Taco sausage and pico de gallo chucrut

Taco is the new burger: Moving from macro-plastic to micro-crafty
“Tacos are basically

taking over”
Creative Partner
Federico Lobeira
Founder / La Fabrica Del Taco Hi, my name is , Federico Lobeira. I was born Tacos are basically taking over. It has been
and raised in Monterrey, Mexico. I have been a sleeping giant for so long, and it has been
in 12 different schools (lots of movement and badly done and re-done so many times for
i am very restless). This also makes a very so many years that as soon as we get it right,
hungry, curious human being and I have it will definitely be the next hamburger
lived in 3 different countries for more than 10 (recognization-wise).
years each. I have also thought of, opened and
managed in three different countries by the Everyone wants to get into the taco game right
ripe old age of 28. I am also the owner of what now. French dudes with three star Michelin
I think to be the Best Taqueria in the World: La restaurants want in and so do young up and
XIII
Fabrica del Taco. comers who were eating and smoking not so
Basically i’ve been around and traveling long ago. It’s cool, fun and can be very healthy.
looking for cool things to see and eat; to make You work and make great tacos for people to
cool places for people to hang and enjoy be happy! It is very simple, EVERYTHING
beautiful art while you eat away at my Tacos. FITS INTO A TORTILLA.
“You can put anything in

a tortilla, you can color it
any way you want”
This means that you can put anything in shrimp creole, shrimp gumbo. Pan fried, deep Will it be bigger than the
between those edges!! It makes you feel good, fried, stir-fried. There’s pineapple shrimp, Hamburger???!!They will
happy; like you’re at home, and its also great lemon shrimp, coconut shrimp, pepper rule and satisfy the comfort
for your health. shrimp, shrimp soup, shrimp stew, shrimp food world. That’s a fact.
salad, shrimp and potatoes, shrimp burger,
Its simple to make these can range from shrimp sandwich. That- that’s about it.” Its Taco Time. and
something as simple as a rice + slice of everybody who has tried
avocado to something really details as a Same as with tacos. You can put anything in them, wants better ones
Tuna Ceviche with mango sauce and sea salt. a tortilla. You can color it any way you want made and a place near their
You can make anything with a tortilla. It’s (corn comes in all colors, flavors. You can home to eat. So yeah, Tacos
like Bubba Said in Forrest Gump: “Bubba: make ’em meaty, veggie, vegan. You can eat are taking over with the
Anyway, like I was sayin’, shrimp is the fruit ‘em with your friends, girlfriend, exgirflriend, Hamburger, and leaving little
of the sea. You can barbecue it, boil it, broil their ex-girlfriend, and families. At parties , or no crumbs behind.
it, bake it, saute it. Dey’s uh, shrimp-kabobs, taquerias or just by your lonesome at home.
78 Chapter XIV Dgitox: Healthy lifestyle made electronic-less
Digitox: Healthy lifestyle made electronic-less
“A week without
checking statuses”
XIV
What is healthier: a 1-week program
consisting of only drinking green juices
that look like a salad milkshake, or a 1-week
program completely free of the digital
world?
A week without checking statuses, checking

in at places, group messages or emoticons;
just you and the real world around you.
Food will face a challenge in the future:
connections and hundreds of virtual
friends, we keep going back to what is
real; to what matters most: family, friends,
neighbors…
As a call for a technology and process detox,

food looks back to simple things, simple
ingredients, simple pleasures, hand made
things and sensitive to all its implications.
reconnecting people. Beyond the fake

“Something we know, trust

and understand”
We can replicate even the most industrialized Home made healthy cheese puffs
products at home, making all the ingredients
and the preparation process something we
know, trust and understand.
Digitox: Healthy lifestyle made electronic-less
“This font shows a

rigid structure in
metamorphosis”

Jorge Flores Anie and Pablo have been dating for and Anie showing her support let him leave.
Typography Design
5 months. They met on Tinder, The Some months after Anie wakes up with
Designer
conversation was so fluent that they appeared doubts: everything is impersonal, impatient,
to have a strange “textual chemistry” despite talking every day with each other,
messaging each other, like they had met she felt empty. She was about to make a
before. Little did they know they’d been decision when all of the sudden mixed in the
dating for 5 months plus many years of mail with the bills and the payments she sees
past lives, past times and universes, always a letter addressed to her from Madrid.
meeting one way or another.
She saw the strokes on the paper made by
XIV
2 years later they decided to live together like Pablo’s hand, the threads from past lives that
it was destined. Suddenly Pablo received a bind them together, from all the past letters
proposal to go and work abroad for 2 years, they used to send each other back in the
“Maybe we need to
reconcile with the
old customs, and
then perhaps we can
rediscover eachother”
colony, from the hieroglyphics they carved The message on your cellphone may be the
on walls to tell their love, for a second she same you got 1000 years ago, but the way of
felt it all back like it was the first time. getting it is far from the human side. Maybe
we need to reconcile with the old customs,
After some time, they were together again, and then perhaps we can rediscover
like they were meant to be. It was love at eachother
first sight all over again.
82 Chapter XV Out of Homemade: Freshly made qualitative ingredients with love from the street
Out of Homemade: Freshly made qualitative ingredients with love from the street
“Mexico is a Mecca
of street food”
XV
Mexico is a Mecca of street food. It’s a
place where food trucks selling tacos and
“antojitos” have been trendy for the past
100 years; a place where you can find, on
any street corner, fresh fruits and vegetables
prepared beautifully at an incredibly
affordable price.
As most developing countries with a

nomadic lifestyle, people are away from
time, most “stay at home” moms have 2 or
3 jobs and not a lot of time to cook or, even
worse, teach their children about cooking.
This context gives birth to a distorted
phrase: “Home-made food”.
Where do we find freshly made food with

qualitative ingredients, a special sauce, and
with careful extra touches? In the streets.
home for long periods of time. At the same

“Home cooking has

become a legend”
Where do we find the most processed, Chicken and mole bites

generic, instant and frozen products?
At home. Soon we may have fancy new
products on the supermarket shelves with
the claim: OUT OF HOME MADE.
Out of Homemade: Freshly made qualitative ingredients with love from the street
“Food has always

been related with
a mother figure”
Creative Partner
Isaac Contreras
Designer The lean graphic aesthetic of my work Almost everyone comes from a house where
Anagrama intends to put more emphasis on the food has always been related with a mother
message than the illustration itself. figure. As soon as one tastes our mother’s
food, we feel immediately at home, and
With basic colors and often monochromatic, as soon as we try similar food outside our
either if its analog or digital, I try to use home we will compare it with our mom’s or
illustration as a tool to express what I can’t grandma’s recipe.
tell through design. Most of my work is based
solely on my current interests and mildly The same way my mother unconsciously
influenced by pop culture, more recently in created these first “food memories” for me,
XVI
XV
food and everything that surrounds it. each mother has done with their own kids.
“Every gordita, every

tamal has a very unique
mother’s touch”
same city. It knowing how
these women are using
their “mother skills” as a
source of income to sustain
hundreds of families in
Mexico. Actually customers
are eating the same food
they give to their own kids.
Just like street food,

illustration has become
With these illustrations, I wanted to try to precisely at this time when you realize that
a representation of the
bring those memories back and place them your reality is just a single piece of the real
actual urban culture; a way
on the actual urban food culture, and talk story of Mexico. Originally, all of these small
to remind us of the value
about my experience of eating street food businesses were run by women, most of the
of homemade food and
as a part of discovering the true essence of time, mothers and household heads that
inspire us with the stories
Mexico. Tamales, gorditas, elotes or even informally prepared food on the streets as a
of the women that without
the hot dogs that are sold in the streets are source of income.
planning it, have created the
all about real life and real people. When
culture of street food based
you eat a gordita in the street, you can’t help Eating in the street is realizing that there
on homemade knowledge.
talking to the lady who is preparing it. It is are different stories coexisting in the
88 Chapter XVI Macro Tables: We sit together to share more than food
Macro Tables: We sit together to share more than food
“Eating is a very
intimate process”
XVI
Eating is a very intimate process. In most
cultures, eating is the core pillar of social
bonding. There is something very primitive
and raw about siting around the same space
and eating together.
From a very “hunter-gatherer” perspective,

eating is a form of caring, nurturing the
ones in need and growing as a community.
The question is, have we started to eat
more alone or in smaller groups because
we don’t need as much real company? Is it
because we don’t require social interaction,
or is it because we have stopped sitting and
sharing food with our families and friends
for so long that we have grown apart and
“There is still a lot

of room for siting
together”
stated caring a little less? Thankfully, in mo- Dip and share bread
dern Mexico there is still a lot of room for
siting together. This serves as call to action
to sit more people in the same table, maybe
a whole family, or a full street and maybe
someday a whole city.
“The idea is simple, eating

Creative Partner while making new friends”
Alonso Mortera
Architect
Pon Tu Mesa When I got into this, it wasn’t because I and socializing. It’s open to the public, so
was looking for something new to do. My anyone can host a food event at their own
curiosity for learning about cities, people house, and anyone can get to go by purcha-
and food during my various travels led me sing an online ticket.
to have great experiences. Because of that, I
started to throw dinner parties at my house When we started Pon Tu Mesa, we knew we
with two other friends who happened to be had to overcome a few challenges in order
great chefs. That’s how we started Pon Tu to make it work. In a city that was experien-
XVI
Mesa. cing a high wave of insecurity at the time,
we were encouraging people to be more
The idea revolves around creating an online open. By the end of the first year we had
food community for people that love eating helped organize over 25 food events.
By taking this model into

other countries, we could
experience their culture in a
more intimate way.
It’s a great opportunity

to get to know the locals,
taste their food and perhaps
experience a moment full
of traditions. In Pon Tu
Mesa, the table becomes a
stage for social interaction
where a community and
social gathering takes place
at the same time. At some
point, we realized that we
were doing more than just
food events. We weren’t
just sharing food. We were
connecting people through
“We were connecting people through food” food.
“Lenguage is the first step in the

materialization of an abstract idea”
When I have to use my creativity to solve a tribute to visual poetry, and write a piece
problem, words are my best tools. I grew up about the dynamics of sharing a table.
Foodlosofia Founding Partner playing with Legos, almost exclusively. Each seat is an individual monologue. The
Diego Bolson Ruzzarin table itself is but a channel, and the full
Visual Poetry I also had the good fortune of growing up in structure can be read as a transformational
CEO Foodlosofia many different places with several different dialog. This should be read more by the
languages. For me, Legos and languages significance of the form than the meaning
are equally modular. Someone told me that of the content, just like language.
language is the the first step in the materia-
lization of an abstract idea. We are forced to So many problems we have today could be
make whatever we have in our minds fit in solved over a casual conversation if we are
the format of expression. really open to understand others and cha-
Speaking about ideas and concepts is my llenge our predisposed ideas of right and
XVI
biggest passion, I am known for making wrong. Tables and great food can provide
up words that don’t really exist but kind of the perfect context. We need to do the rest.
make sense. In this topic I chose to pay a
94 Chapter XVII New Comfort: What we have always loved ready for tomorrow’s lifestyle
New Comfort: What we have always loved ready for tomorrows lifestyle
“Food is about
conventions”
XVII
Innovation is moving at incredible speeds
in many categories such as technology,
services, health, and lifestyle.
To rephrase, these categories have reached

a certain level of maturity where innovation
and design thinking is part of the DNA of
the market.
Innovation and design as business strategy.

for food innovation? What are the limits?
Do we want to eat the same thing every
day? Not really. Do we want foam eggs and
nitrogen frozen bacon every morning? Not
really. Food is about conventions.
With a new cellphone, if you don’t like

it, you can just change it but with food,
once you take a bite, that is it, the food is
part of you. The level of intrusion is much
So the question is, what is the right speed higher. That is why the speed and limit
“Once you take a bite the

food is part of you”
of innovation of both food and drinks

is unique. We can get inspired by other
categories, but the we need to determine
the right speed for our market.
There will always be room for the re-

inventing the classics and for re-playing
the basics. In order to create future comfort
zones for food we need to start from a
solid base of love stories, nostalgia, and
traditional teachings.
Solid and liquid energy combo

New Comfort: What we have always loved ready for tomorrow’s lifestyle
“Good design transcends

objects combining cultural
elements with tech”
Creative Partner
Jorge Diego Etienne
Industrial Designer I believe good design transcends objects New Comfort is not only a matter of how
Jorge Diego Etienne combining cultural elements with we re-contextualize what we love. It must
technology, functionality with emotions and take into account our culture, values and
can have a very positive impact in our daily traditions in order to preserve them in our
routines to create memorable experiences. contemporary life.
My studio works as a strategic consultancy Design must take into account our identity
using industrial design as a tool for a as a foundation to build upon with subtlety
company’s growth, new concepts exploration and grace, and create for it a fit in the new
and to push tradition into a contemporary functions and aesthetics.
XVII
context.
“Mexican cultural icon

turned into everyday
product”
Molcaware is a Mexican cultural icon The design exercise understands the value
turned into an everyday product. The of our food history and makes an ideal
container works storing, heating and design for how we eat it today.
serving salsa, one of the most important
elements in our gastronomy.
Its inspiration comes from the original

methods of crushing and grinding spices,
chilies, and vegetables with a three leg
mortar and pestle.
98 Chapter XVIII Impressive With Simplicity: A vitrine for new ingredients and techniques
Impressive With Simplicity: A vitrine for new ingredients and techniques
“The sunset isn’t less

beautiful because we fail
to observe it in detail”
XVIII
There is so much beauty and pleasure to
be discovered in simple things. It’s just a
matter of contemplation. It seems today
that rule of the game is speed and quantity.
We consume so much entertainment that
obesity seems more like a mental problem
than a physical one.
The sunset isn’t less beautiful because

we fail to observe it in detail. In the food
are saturating the packaging of whatever we
buy. In contrast, it’s hard to be amazed by
the perfection of a grape, an egg or a cactus.
The word simple does not mean lack of

content or meaning. In the food industry,
simplicity is hard to achieve. It takes more
thinking, empathy and depth to create
brilliant, simple products than it does for
overcomplicated banal products.
business, it seems like overcomplicated
claims, functional attributes and ingredients
“Richness that requires little

work to impress”
Mexico is a country full of natural richness; Nopal ice cream sandwich

richness that requires little work to impress
and enchant. True value should be simple,
immediate and transparent.
Impressive With Simplicity: A vitrine for new ingredients and techniques
“Whether animal,
mineral, plant or root,
nature is the source and
we are the conduit”
Creative Partner
Andrea Magaña
Textile designer My name is Andrea Magaña, and I am a flavors, scents and noises. I consider myself
textile designer. I’ve always been in love with a curious being, and my curiosity has led
craftsmanship, specifically involving the use me to the intoxicating, and endless world of
of natural fibers and textiles. experimentation.
This is not only because of the intricate For this project, I picked un-dyed sheep’s
designs and the delicacy they are made wool (Ovis orientalis) and jute (Corchorus
with, but by the enormous significance they capsularis). Whether animal, mineral, plant,
carry and the cultures they represent. We are or root, nature is the source and we are the
surrounded by a vast world of possibilities conduit.
XVIII
at our fingertips; from colors and textures, to
“techniques to express his

consciousness in new ways”
The art of weaving has existed for centuries. tradition. They inspired me to explore the
Man has continually established new art of weaving and revive this centuries old
techniques to express his consciousness in tradition with a conscious, sustainable and
new ways. innovative approach for the contemporary.
From the clothes we wear to the sacred

and decorative cloth ancient cultures used
ceremonially, I believe Mexico has inspired
a great number of individuals through the
importance of textile in our folklore and
102 Chapter XIX Solo is the new Social: Happy hour in front of the computer
Solo is the new Social: Happy hour in front of the computer
“We are at our most

social state when
we are alone.”
XIX
Most global trotters will relate to being in
a very social mood, alone, in front of the
computer or on their phones. Let’s take
this assumption and transport it a couple
of years into the future. We are at our most
social state when we are alone. Even in front
of our friends, at the same table or in the
same room, we prefer to talk to others that
are not there. This is, of course, much easier
when our avatars and virtual personas
our real self. The question is, why can’t
we enjoy a margarita or tequila when we
are in a super social mood, even if we are
alone? There is a growing gap between
party or social product sizes and the actual
consumption occasion. We need to rethink
most of our product designs based on a
new social paradigm. We need to pamper
to the mindset and lifestyle beyond the
stereotypes of typical old school social
are often idealized and much cooler than behaviors.
“We need to rethink most of

our product designs based on
a new social paradigm”
Margarita Totopos
Solo is the new Social: Happy hour in front of the computer
“My priority and main

challenge is to take risks”
Creative Partner
Ivan García
Art director / Photographer I am Ivan Garcia, an aesthetic-passionate negative sides of eating alone. I have been
Futura designer-photographer. In 2008, I co- collaborating with a Mexican chef, Alfredo
founded Futura, an independent Mexican Villanueva and we made a video about the
design studio. unlimited social boundaries of sharing food.
The responsibility of a good chef is not just
In a competitive creative world, my priority make good recipes, It’s a deeper story of how
and main challenge is to take risks. I believe a good meal can create new friendships and
in transforming the fear of being different a bigger community.
and maybe even wrong into professional But I re-question myself: What about the
growth, experience and knowledge. positive sides of eating alone? The heart of
XIX
the Mexican food culture is about sharing
Some years ago, I gained an interest in the food. But nowadays with the evolution of our
subject of loneliness in the dining area. modern daily lifestyle, we don’t have time to
I was thinking about the contrasts and meet and share lunch with our beloved.
“Feeling social is a really

personal perception”
Because it’s more convenient, we are eating dont need a book to look intellectual; places would be something to
alone in close-by places. Mexico is a country where the people there give you an amazing reject, avoid, hide… I am
of street food interactions that offers a lot of welcome and make you feel comfortable convinced that our Mexican
options. People don’t eat in-home anymore. while respecting your solo mood. way of enjoying street food,
They go in the street and enjoy freshly alone, has a lot to share to
made dishes by themselves. We obviously Feeling social is a really personal the world. We need to forget
feel more social eating alone in the street perception; something inside us. I realized this solo-guilt and learn
than having home dinner while checking a collection of photography about this how to welcome and enjoy a
our social network on the phone. contrast of appearance and feeling. new solo-social.
Nowadays, we can feel social even in solo
I have been living in Mexico city for a year context.
and already have an extended list of good
places to eat alone in this city. I am speaking In our modern culture, loneliness is
about places where you feel better and you associated to a sad area. Being alone
108 Chapter XX Corn almighty: The starting point of a never ending story
Corn Almighty: The starting point of a never ending story
“Mexico can teach the

world about the infinite
XX
potential of corn”
In a super simplified way, at least 15 iconic spicy, sour, and acidic flavors. Showcasing
Mexican food products can be described as textures from chewy to crunchy, from light
a corn base with fillings. This obviously is to dense. Even beyond the expected, corn
an exaggeration and even an unfair insult becomes functional tools, drinks, and
to the richness and incredible creativity of objects while still being embedded at the
Mexican food and drinks. In the same way core of the culture. In contrast to fancy and
Concept by Foodlosofia there are over 50 different words for snow in trendy ancestral grains, corn has always
Canada, Mexico can teach the world about been there, and probably will always
the infinite potential of corn. To get so much be. The next step is to invent the next
out of so little and to get incredible richness generation of corn products to enchant the
out of something so basic is really inspiring. world beyond Mexico.
Exploring the full spectrum of salty, sweet,
“The next step is to invent

the next generation of corn
products to enchant the
world beyond Mexico”
Atolle drink latte style
Corn Almighty: The starting point of a never ending story
“We bring people

together to share
more than a drink”
Creative Partners
Bruno Vega, Mixology
Oscar Romo and At Maverick, we’ve always been very proud more than a drink. We gather them to share
Juan P. Escobedo, Partners of our city. We are truly fans of its origins, visions, ideas and to contribute to make a
Maverick history, and its characters that had brought better coexistent city.
greatness, well being and sincere sense of
community to this country. Our ancestors believed that Corn was a life
giver and for this, many celebrations arose
This vision inspires us to create things with from it. Giving birth to our own very special
that mindset, to become a part of that big culture in which we live and enjoy now these
whole that needs little things to be great. days.
We believe that with our small bar and its
XX
cocktails, we bring people together to share
“Our ancestors
believed that corn
We wanted to pay tribute to all this. The
better way to do it so, is to put the roots of
With these ingredients mixed all together,
we give birth to Corn Almighty to express
was a life giver”
our city and country with what we do better: our history, our complex culture and what
Mixing cocktails. we are as people with our own uniqueness
that we happily share with the whole wide
world.
115 Thanks Mexico food and design
Thank you for reading

There is something very unique about I am so happy about the process and crea-
sharing a meal with someone else. This tion of this piece. It was a process of conti-
book was full of delicious concepts that we nuous learning for me personally. I am so
wanted to share. We can’t stop sharing. thankful for the design team that made this
I think our reality is becoming so compe- possible as well as the partners and families
titive and egocentric that we are slowly that supported us in the process.
walking to a very dark place. Competition
is leading to less sharing. In this little book, so many brilliant friends
have shared their talent and work with us.
I believe that very few individuals around In the same spirit, we are sharing this book
the world can actually make a change for with you, kind reader, and we only hope
the better, and these individuals have the that you will share your point of view about
biggest responsibility: The responsibility it with others.
to make every situation a win-win situa-
tion. Diego Bolson Ruzzarin
CEO Foodlosofia
Sitting everyone on the same table is a call
for moderation, for human empathy, for
dialogue and understanding.
I believe that humans are fundamentally

good and there are no benefits in others’
misery. That is my take on food design,
a discipline that can help us bring more
meaning and human empathy to the F&B
business.
116 Credits Mexico food and design
Credits
Daniel Alanis, daniel.alanis@gmail.com
Jesus Alvarez, info@elnarval.com
Diego Bolson, diego@foodlosofia.com
Mateus Bolson, mateus.r86@gmail.com
Christiane Bussgen, christianebussgen@gmail.com
Isaac Contreras, isaac.contreras88@yahoo.com
Carlos Davila, carlosgdavila@reverieworkshop.com
Jorge Diego Etienne, info@jorgediegoetienne.com
Juan Pablo Escobedo, jescobedom@gmail.com
Ivan García, ivan@futura.com
Camilo Garza, camilogarza@gmail.com
Patricio Garza, info@capitalnatural.com.mx
Salomé Le Lay, salome@foodlosofia.com
Frederico Lobeira, federico.lobeira@gmail.com
Andrea Magaña, andrea.mgnt@gmail.com
Ermilo Magaña, milo@foodlosofia.com
Jorge Isaac Martínez, jorge@foodlosofia.com
Gil Montiel, gil.montielg@gmail.com
Alonso Mortera, alonso.mortera@gmail.com
Pedro Reissig - preissig@gmail.com
Alexis Del Toro, alexis@toctoc.mx
Diego Trevino, diegoet316@hotmail.com
Rubén Sepúlveda, ruben@deararchitects.com
Michelle Sanz, ssvegona@gmail.com
Bruno Vega, brunovega.maverick@gmail.com
Ignacio De Zamacona , nacho@foodlosofia.com
Marigel Zambrano, marigelzg@hotmail.com

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Mexico food and design

Copyright @ 2015 Foodlosofia

Foodlosofia Core Team:

Copyright © 2015 by Foodlosofia S.A. de C.V.

Chapter XI: Taste Airport 64

Mexico Food and Design

But how do we explain to a Mathemati-

Since Food Design is a new discipline, we

From architecture, to photography, to

Foodture: Back to simple pleasure with more meaning

“Design has to find new

How many days before you beg for a simple

The challenge stands in setting the limits to

Cookies with tea that can infuse water

Foodture: Back to simple pleasure with more meaning

“I am used to looking for

“It is an homage to travel

Lood: 50 shades from liquid to solid

From a grain of sand, to a dune, to a What is a soup; a liquid or a solid? Depends

“Texture as the new top pleasure driver”

from iconic drinks into

Clamato with bacon

Lood Food: 50 shades from liquid to solid

“A keyword for what i

Foodlosofia Team Member

“Embrace the challenge

Social civic compass: From passive to active, from guilty to heroic

“When did we teach our children

This is a scary distortion that implies

What would happen if we injected the same

“In Mexico we still have children

Social civic compass: From passive to active, from guilty to heroic

“Mexico has experienced a concetrated

Social civic compass: From passive to active, from guilty to heroic

“I don’t usually draw

Foodlosofia Team Member

“It’s not about charity or

As a non fluent Spanish speaker, I had to We share nothing; no meaning, no

Success platform: Crazy enough to work, flexible enough to survive

Mexico is still a young country, yet matu-

As designer we have to bring pleasure, in

Success platform: Crazy enough to work, flexible enough to survive

“As food designers we

Success platform: Crazy enough to work, flexible enough to survive

You can see the

Global Challenger: Local re-invention on global icons

There is movement here, from simple copies

Being a global challenger is a natural

White wine with floating vanilla bean

Global Challenger: Local re-invention on global icons

You can listen

Impruvize: Last minute touch triggers greatness

“Saving the situation in the

“The everyday inventor does

Fruit and chile edible sculptures

Impruvize: Last minute touch triggers greatness

“It was not enough

“Improvise to give your

iFood: Technology changes the way we eat

“Consumer empathy, usability,

Cereal and fruit crispy maki

iFood: Technology change the way we eat