Setting the Stage

Ole Scheeren and Dean & Deluca look to reinvent the grocery store experience

Design East
Dean & DeLuca STAGE by Ole Scheeren at Design Miami 2016. (© Buro-OS)
Dean & DeLuca STAGE by Ole Scheeren at Design Miami 2016. (© Buro-OS)

What happens when an architect reinterprets the grocery experience? We will find out at Design Miami/ on November 30th when German-born architect Ole Scheeren unveils “Stage,” a collaboration with Dean & DeLuca, the legendary New York gourmet market and leading international purveyor of fine food. The temporary setup will act as a prototype for a new retail experience that will be “a glowing, pristine object in polished stainless steel with the undulating topography of a bespoke, high-tech display system, created for the powerful celebration of the preparation and presentation of food.”

German-born architect Ole Scheeren is internationally renowned for his highly innovative work. Scheeren designed the Prada Epicentres in New York and Los Angeles, and the remarkable CCTV media headquarters in Beijing when he was a partner at OMA. Now at the helm of Büro Ole Scheeren, he has recently completed The Interlace, lauded World Building of the Year 2015, and Mahanakhon, Thailand’s tallest skyscraper. With Scheeren’s much anticipated Guardian Art Centre in Beijing and the DUO towers in Singapore due to open in 2017, he is currently working on multiple new projects across Europe, Asia, and North America.

Known for his uncompromising practice and critical thinking, Ole Scheeren has now applied his approach to large-scale work towards the development of a unique food retail concept for Dean & DeLuca. Scheeren’s Stage prototype will be on display from November 30 to December 4 in the main exhibition tent of Design Miami/ and will operate throughout the duration of the fair as its main and sole food partner.

Dean & DeLuca originated in 1977 when Joel Dean, Giorgio Deluca, and Jack Ceglic opened their first grocery store in an industrial space on Prince Street in Soho, New York. Back in 2014, the company was acquired by Sorapoj Techakraisri, CEO of Bangkok, Thailand-based PACE Development.

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