Michael Weinzettl introduces our cover for Vol. 5-17 and talks to the creatives behind it.
Okay, dear readers. so this will be the cover of the next issue of Lürzer's Archive:
When discussing it amongst ourselves, we found that the image was a particularly polarizing one. Either people loved it, or hated it because they thought it was disgusting. So in the end, our art director, Christine Thierry and myself threw all caution to the wind and went for the polarizing rather than the simply "nice" one. The image is taken from a campaign for an event called Food Exhibitionism held in Amsterdam. The agency was JWT, Amsterdam and the chief creatives behind it are Robert Harrison and Robbie Postma.
What intrigued me about this was that it was the result of a rather unusual collaboration. Robert Harrison is Senior Designer at JWT, Amsterdam and Robbie Postma is JWT Amerstdam's chef. Your heard right. As Robert explained to me, Robbie "actually cooks a different meal every single day of the year. It's difficult for me to explain exactly what his role here is so here is a link to Robbie himself.https://clios.com/news/food-thought-jwt-amsterdam-chef-robbie-postma’s-culinary-creativity."
Richard originally hails from South Africa,lived in London where he met his wife who is Italian, emigrated to Italy and then moved to Amsterdam five years ago. He's been with JWT Amsterdam ever since, and a few years ago we featured a campaign for the PEFC, the world’s largest timber certification system, he was involved in Vol. 4-2013 of Archive magazine:
Agency: JWT, Amsterdam, CD: Bas Korsten, AD + CW:Friso Ludenhoff, Maarten Vrouwes. Line: The Brazilian rain forest is under threat. Choose PEFC certified wood products.
Robert Harrison: "For the FOOD project or the #Menu campaign as we call it, we decided to create portraits of Postma intricately coated in his menu items, assumedly to get clients, talent, and potential clients into the agency for a chat – and a meal. The final product turned out to be rather harrowing – taking around a year to complete with some of the compositions taking up to nine hours to prep."
Robbie Postma: “A good menu is a story with its own narrative arc. That’s what we’ve tried to recreate in this project: we deconstructed a traditional menu into all its separate elements and ingredients and reconstructed it in a disruptive way – using my own face as the canvas to present our very own ‘menu’. This project in its essence is about the quest for perfection and represents the importance of taking enormous amount of time and attention to create something beautiful.”
Robert Harrison: "The photos fit the event called "Food Exhbitionism" perfectly and have had a huge impact in the food world. An event, where food meets creativity and innovation, Food Exhibitionism celebrated the unity of food and modern culture." The event was held in March but as of yesterday, the 21st September until the 1st of October the pieces of art by Harrison and Postma are exhibited at the Mossel & Gin restaurant in the Westerpark quarter of Amsterdam. So if you happen to be in or near Amsterdam, you'll know where you ought to head for dinner.
And here's a making-of video of the FOOD exhibionism project:
Robbie Postma, Chef, and Robert Harrison, Senior Designer at JWT Amsterdam.
Some more of the images created by Robert Harrison and Robbie Postma for the FOOD EXHBITIONISM event in Amsterdam and currently on view at the Mossel & Gin restaurant in Amsterdam Westerpark.