2014 Inception Award | Melissa Gore

Bread Stamp By Melissa Gore from QUT

What’s going on? Supermarkets are steadily diluting the national bread market, this means the quality of bread as a consumer product and its ingredients is declining. Household bread consumption is just shy of 100% with a preference to buy local fresh bread. The World Health organisation recommends 50% of total calories should come from carbohydrates.

On a positive note, there is a push toward grain infused innovative varieties (Ancient grains), with a return toward the basic principles of food consumption with the Paleo Diet. In-store food production and active food theatre is becoming key to showcasing the freshest, homemade products to entertain and entice consumers, while knowledge spaces are almost non-existent in the retail, hospitality sector, most are limited to cooking demonstration spaces. specialist fresh food halls containing artisan products are also become prominent in the food sector, where customers can take away or dine-in, creating a complete gourmet shopping and dining experience.

bread making process – There is a major shift in Craft and Quality:
hands on – Sensorial Immersion, Crafted, Holy, High-Skilled Labor, Bread Marking (Makers Stamp) VERSE Machine Process- Removes Sensorial Aspect, Dull, Clinical, Mass Production

This research also uncovered the stamping of ancient bread, inscribing the origin of the craftsman (from this concept, the branding of Bread stamp was born).

Aspiration – Everything has an origin, a maker, a master, an inventor… but there is no one person who can claim the invention of bread.

Let’s stake the claim repositioning bread at the helm of consumption and bring back the essence of breaking bread within the Brisbane context.

Experiential opportunities – My sketch models revealed a form that could be created from the focal product, bread, using its conception phase, dough. Sketch models also helped to understand 3d relationships.

Employing the tactile nature of the dough’s materiality, a sculptural insertion could be realised by pulling, folding and crafting dough to instigate food theatre and knowledge spaces. These spaces will immerse the user, and allow them to focus engagement on the bread making process.

Bread stamp’s Knowledge Space will draw on local talent in Brisbane and nationally to talk local produce and seasonal recipes, chef demonstrations and provide a point of difference for teaching people the importance of bread as a staple in connection with the Visible Kitchen.

Sculptural exemplars – Anish Kapoor/Christo and Jeanne-Claude – Large scale sculptural insertions + structural application, and Super Potato – Hospitality application, food theatre.

Existing context – spatial – Four spaces have potential to tie together the journey and engagement of Bread Stamp on the interior and exterior; Design to focus on vertical space of courtyard and original stables, and how these two space engage with the currently front of house building footprint; Beatrice Lane used to provoke interest, drawing patrons to the inside.

Existing context, historical – Watson Building is a 19th century and the first half of the 20th century uncovered the site’s history in plumbing and gas fittings manufactured. These historical roots can be directly linked to the importance of lighting, heating, and cooking purposes for the creation of bread.

Material used for plumbing, gas and steam fitting c.1880 to c.1920 uncover the use of glavanised steel and brass, which can be used as a structural and functional element in the proposed design.

references

Aboriginal Bush Bread. Bush food: Aboriginal food and herbal medicine by Jennifer Isaacs & Maiden, J.H., The Useful Native Plants of Australia, 1889, p.1

Athenaeus. http://www.britannica.com/EBchecked/topic/40745/Athenaeus

Bakeries in Brisbane. http://www.couriermail.com.au/lifestyle/food/brisbanes-best-bakeries/story- fn8wa7yw-1226312418091

Breads from around the world. http://www.foodrepublic.com/2012/11/05/8-breads-around-world Eataly, New York. http://www.eataly.com/nyc
Egyptians first used yeast. http://h2g2.com/edited_entry/A2791820
El Somni. http://www.elsomni.cat/en/el-somni/

Food Trends 2014. http://www.tourism.australia.com/story-ideas/food-and-wine-10414.aspx

Origin of bread. Ferile Cresent/Mediteranian Sea. Rubel, William (01/01/2011). Bread: A Global History. http://preview.tinyurl.com/msxoa5y

Palaeolithic Diet. McClellan (2006). Science and Technology in World History: An Introduction. Baltimore, Maryland: JHU Press. ISBN 0-8018-8360-1. Page 6–12

Patrick Jouin http://www.patrickjouin.com/en/projects/jouin-manku/1278-dachgarten-bayerischer- hof-hotel.html

Silo, Melbourne. http://www.broadsheet.com.au/melbourne/food-and-drink/directory/cafe/silo-joost

The Australia. http://www.theaustralian.com.au/opinion/the-rise-and-fall-of-our-daily-bread/story- e6frg6zo-1225854419081