That was the Presentation on the June 25th at Landtmann's Bel-Etage in Vienna
Photographer Petra Schmidt and the food stylist Saša Asanović present in a joint exhibition on June 25, 2013 at the Landtmann's Bel-Etage their label „food atrtists“ and their project: NAMEit vienna - A unique and honest food photo series.
The images shown surprise at first sight and disclose which dish you are looking at, latest at third glance. Not only photos of typical dishes from the Austrian cuisine are shown but also images of international dishes.
Mind the difference
Unlike the modern gourmet cuisine that relies on increasingly sophisticated ways of food preparation, the food artists focus on recognition of “What am I eating” and the images are a great visualisation of that question.
On Tuesday, June 25th, 2013 food artists revealed and presented number 1 to 3 of NAMEit Vienna. Felber´s Schnittlauchbrot – Staud´s Brettljause and Landtmann´s Apfelstrudel surprised and impressed not only Doris Felber, Hans Staud and Berndt Querfeld, but also numerous guests from different areas like Art, Culture and Business which enjoyed the classic delicacies both , visually and culinary.
Simultaniosly, the series NAMEit international was available on Tablet PCs , forwarded via QR-Codes.
At their kickoff event, the two proved that it is not enough just to have the best camera and the newest image processing software. With their series NAMEit, the food artists demonstrated that professional conception and implemented creativity are the most important ingredients of successful images and can’t be replaced by digitalisation.
The first seven pictures that the duo exhibited showed internationally renowned dishes.
For our concept, each picture had to fulfil the following requirements:
+ the dish should be recognisable at the third glance
+ the arrangement and presentation should come up to the standards of gourmet gastronomy
+ the dishes portrayed are NOT ready-to-eat recipes
+ the composition and the styling were done on set and NOT with digital editing
In 2013, the cook book “NAMEit austria” will be published. It will contain 30 austrian recipes which invite you to savor them – not only with your palate, but also with your eyes.
Presentation NAMEit vienna | Fotos: © Andreas Edler