The sleek industrial contemporary kitchen is challenged in Mike Meiré’s The Farm Project – a brand imaging campaign for the German fixture manufacturer Dornbracht. This barn-like, “real-life” stage is charged with aromas, animals, plants and objects housed with an archetypal rural building with an outer cover made of patchwork materials. A beautiful exploration of design and living, The Farm Project shuns the “hidden” kitchen, enclosed in steel and stone, to connect people to that which sustains them.
Mike Meiré has transformed definitive design magazines like Brand Eins, Econy, BMW’s Mini and 032C, but it was his role as brand director for fittings manufacturer Dornbracht that brought The Farm Project to life. To innovate the idea of the kitchen for Dornbracht’s brand, Meiré turned the notion of luxury on end. Everything is visible from packaged food on open shelves to live animals in open pens. The Farm Project, Meiré says, is ‘orchestrated chaos’ bringing beauty to mundane objects within the context of a nourishing environment.
The Farm Project first opened in Milan and has since traveled to Cologne’s Passagen and Münster’s sculpture festival. The building’s exterior, which draws from 1960s Eames shelves, is made from an aluminum frame slotted with various building materials. Inside the smells, sights and hodgepodge of ‘home’ turn away from minimalist design and invite the visitor to “embrace the richness of life that minimalism had taken away.”
As a brand image campaign for Dornbracht, The Farm Project addresses the question of experience in the kitchen. Meiré’s idea of the kitchen is more a sense of place than a design directive. Messy and comforting, The Farm Project kitchen is a source of sustenance for more than just food.