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.
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It’s cute in theory, but actually living with an integrated kitchen like that seems like it would stimulate the cephalic stage of hunger perpetually. That’s not a wise move for diabetics and/or those trying to control their weight.
i like the exterior look, like a patchwork quilt. and the interior looks like what a patchwork quilt ould look like conceptually. but in practicality, this kitchen would only be good for a working kitchen of a restaurant or some other institution. in a home, i need some borders and boundaries or everyone would be hanging over the pots, dipping in and getting underfoot.
but i will take away with me the parts i like!
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nonsense. This is the kitchen of the 19th century and before (albeit with design thrown in) and obesity was virtually non-existent then. Why? Because no one sat at a desk all day! Having the rich aromas of food around is not the cause of weight gain, it is lifetsyle and activity level. This kitchen is a revolt against the \”less is more\\\” minimalist directive and more akin to Venturi\’s \”less is a bore\” approach.
Notice how traditional architecture is always at odds with minimalism? Why are mainstream tastes more in line with traditionalism than minimalism? Because people like having memories around them to make them feel at home. Memories can include clutter, unfortunately, so there will always be a push and pull between aesthetics, always.
This is just an organized way, somewhat, of celebrating that desire of comfort by memories.