The consortium launches Design Challenge 2022

The Parmigiano Reggiano Consortium renews its commitment to the design world with the Parmigiano Reggiano Design Challenge 2022, the competition that invites professional designers, students and simple enthusiasts to present product design ideas based on the theme “masterpieces for the table” and inspired by the values ​​of the most beloved cheese. Also this year, the event will be organized in collaboration with Alessi and Kartell, two iconic Italian design brands and, like Parmigiano Reggiano DOP, from Made in Italy in the World. The challenge launched to the participants in the 2022 edition is to present products that revolutionize the time of cooking dishes, hence tools to be used “in the kitchen” and their tasting “at the table” then tables, chairs, plates, candles, etc. For the first time, the competition will therefore explore the intersection of food and design and invite competitors to take inspiration from dishes from chefs Michel Nischan, four-time winner of the James Beard Awards, and Michele Casadei Massari, brand ambassador for the Parmigiano Consortium. Reggiano in the USA and head chef at the Lucciola restaurant in New York.

The proposals should improve the dishes proposed by Nischan and Casadei Massari and be in line with some characteristic values ​​of Parmigiano Reggiano:

– Diversity: The sensory profile of each type of Parmigiano Reggiano is unique because the characteristics of the milk vary from day to day depending on various factors, just to name a few: time of year, altitude range and breed of lactating cows. THAT
designers are invited to explore the theme of diversity through the use of different materials, colors, shapes and styles.

– Zero waste: Nothing is wasted from Parmigiano Reggiano, not even the crust, which can be used in many tasty recipes. Even the participants in the Design Challenge will have to become proponents of the “zero waste” philosophy and propose creations that last
taking into account its environmental impact and the use of sustainable materials.

Spices: Parmigiano Reggiano should be stored for a minimum of 12 months and can then continue for up to 24, 36, 40 months and longer. Storage helps to define the cheese’s taste, aroma and texture. How is this variable conveyed in a design project? For example, by using materials that oxidize, create a marked patina or become softer as they are used.

Registration for the Design Challenge is free, and the deadline for submitting the works is May 6, 2022. The Best of Show wins a one-week trip to Italy for two people who are fully paid for. The tour will include a private tour of a dairy in Parmigiano Reggiano’s supply chain, VIP experiences in the facilities and museums of Alessi and Kartell. In addition, the winners in each category will receive gold, silver and bronze prizes as well as gifts from sponsors. Finally, the Best of Show will be invited to be part of the jury for the next edition of the Design Challenge.

The jury to select the winners includes five of the biggest names in the design industry: design icons Karim Rashid and Fabio Novembre, Mauro Porcini (CDO, PepsiCo), restaurant designer Alessia Genova from Tihany Design and Donald Strum, director of the Michael Graves Design office. The winner of the Design Challenge 2021, Qing Yan, will also sit on the jury.

Chefs Michele Casadei Massari and Michel Nischan will contribute to the evaluation by expressing a judgment from a culinary point of view.
The challenge will therefore be a unique opportunity for competitors to become known by influential industry leaders and top design brands. The United States is the first foreign market for the consortium with 20% of total exports, over 12,800 tons of cheese sold and a growth of 10% recorded in 2021. For further information and the registration form, visit the website: https: //parmigianoreggiano.us/design- challenge-overview /

Leave a Comment