Urban Food & Design

Food in Progress


Orlando Lovell


TASTE THE NOW sees itself as an homage to regional baked specialties. Vienna’s bakers meet with local designers and consumers. During the VIENNA DESIGN WEEK, they’ll search for individual pathways for Vienna that don’t depend on global marketing strategies. Connections to tradition and enhancing them with current personal stories and experiences play a central role for the symbolic baking mixtures. The pastry products should inspire visitors to examine their value in general and significance for Vienna’s culture in particular. TASTE THE NOW proceeds from the assumption that both consumers and producers are involved in and separately influence baked goods’ (creative) production process. More important than the actual product are the aspects of communication and common experiences. On three days, Orlando Lovell invites visitors to exchange experiences over coffee and cake.