menu

Restaurant Bakes Memories Onto Its Plates

Restaurant Bakes Memories Onto Its Plates
culture

London restaurant Dishroom takes inspiration from Bombay Cafes by adding stories onto crockery.

Betsy Mead
  • 26 march 2013

It’s not everyday that you enter a dining establishment to be served up a dish holding more than just a delicious entree. The Shoreditch establishment of a group of London-based restaurants has cooked up a competition that aims to showcase memories of Bombay…by baking them onto its serving ware.

dishroom1

The project, created in conjunction with agency OgilvyOne, aims to encourage eaters to submit their thoughts and narratives on a dedicated website. Plates are vieweable online, of which the choicest will be selected to become adornments for the restaurant’s crockery. The campaign has already obtained 80 designs from anecdotes given by older Bombay residents, who may still be able to remember a time when close to 400 Irani cafes abounded in the city. Much of the aim is to reclaim and ‘celebrate’ this quickly disappearing history, as only about 30 remain. Given the importance of food in fostering community, it seemed that putting the messages onto plates was a fitting way to capture these fleeting glimpses of a former lifestyle.

dishroom2

Co-founder Shamil Thakrar praised the use of design to share the past:

 We love sharing stories at Dishoom –especially through design. What we most enjoyed about this idea is the way it literally bakes these unique and personal stories into Dishoom. It makes them into something that every guest can experience for themselves and encourages them to share stories of their own. In this way, the memories will live on.

Saloni Shukla, a Bombay filmmaker, noted the social importance of the Irani cafes on Dishroom’s website:

The Irani cafés have been the familiar abode of wealthy businessmen, lawyers, struggling rickshaw pullers in need of a quick refreshment to whole families for whom the local Irani could be a place for lovely lunches or dinners. For the hooker who worked the street it was a place of refuge, too…anyone, irrespective of religion, caste or creed could wander in and find comfort in the energy of the place. A place where friends would chill, couples would court, business deals were signed and reforms were made by the great leaders of the past. A place where artists would get inspired, writers would find their characters and your old uncle could just sit back, drink a cup of chai and read the Sunday Times. A place where kids would lie to their parents and go eat and hang out with their mates. A place where stories began. Now, these places that have survived in our city for well over 100 years are close to the lines of extinction.

dishroom3

Agency representatives also emphasized the need to reclaim history through creative advertising when formulating the initiative. Emma DeLaFosse, executive creative director at OgilvyOne UK, said,

We wanted to capture the spoken history of the old Bombay cafes and share them with a new generation at Dishoom. Rather than using Twitter or Facebook, it seemed more fitting to use real plates, as the sharing of plates of food is an inherent part of the culture of these cafes.

Perhaps this trip down memory lane will draw in customers, keen to remember a bygone time, or to get their thoughts baked in ceramic.

Dishoom Plates

Trending

Modular System Lets Musicians Create Their Own MIDI Controllers

Arts & Culture
Travel Yesterday

Mercedes Reveals Dazzle-Free LED Headlights

Digital Light offers great precision with a resolution of over two million pixels

Product Launch Yesterday

Nissan Is Testing A Digital Car Sharing Program In Europe

Nissan plans to launch their new service in Paris sometime this year to trial the profile-matching service

Trending

Get PSFK's Related Report: Future of Automotive

See All
Social Media Yesterday

Your Favorite Tweets Are Now Wearable

This temporary tattoo allows fans to wear their most favorite moments from the social platform

Health Yesterday

This Mirror Tracks Your Dark Circles And Fine Lines

HiMirror is a device snaps a photo of your face every day to provide feedback on how to care for your skin

Related Expert

Kat Egan

Women Shaping the Future

Sustainability Yesterday

Biodegradable Furniture Made From Pine Needles Could Be The Next Phase Of Sustainable Living

Premiering at Dutch Design Week 2016, the collection fully utilizes an often wasted material

Syndicated Yesterday

Madrid's 'Robin Hood' Cafe Charge The Rich To Feed The Poor

The charity restaurant makes money from customers by day to offer homeless people meals at night

USA Yesterday

Amazon Launches Cashier-Free Store For Ultimate Efficiency

The retailer is looking to make shopping even faster by letting customers instantly pay as they walk out the door

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed Yesterday

Creative Director: Navigating The New World Of Founder-Brands

Richard Smith, Creative Director at Sullivan, explains how visionaries like Elon Musk and Mark Zuckerberg approach their branding and why it’s important to apply brand thinking to founders’ products

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Augmented & Virtual Reality Yesterday

Marble-Like Mini-Worlds Invade Miami Art Week And Your Mobile Screen

The gallery world's sphere of influence seems to be expanding into the realm of Pokémon Go—why that's a good thing

Technology Yesterday

A 'USB Stick' That Can Detect HIV Levels

The simple device developed at Imperial College London measures viral load in less than 30 minutes

Customer Retention Yesterday

Crafting The Personalized Retail Experience

Marriott International's Christopher Baer shares insights into how the hospitality company is strategizing customer service

Experiential Marketing Yesterday

Zagat's Cafe Offers Tiny Replicas Of Classic NYC Dishes

The restaurant rating service created buzz for its new guide and app by opening a tiny food cafe

Children Yesterday

Experience The White House In Augmented Reality Using A $1 Bill

1600 Pennsylvania Ave. is an AR app designed to help people learn about the history and significance of the United State's capital building

PSFK EVENT

FUTURE OF RETAIL 2017:
Conference Built Around Report Launch
BUY TICKETS

Travel Yesterday

Portable Computer Monitor Opens Up Like An Umbrella For Travelers

This mobile screen and projector means work can go anywhere and still feel like working from home

Food Yesterday

Starbucks Is Selling An Automated Temperature-Setting Mug

For those looking to keep their coffee hot on their winter commutes, the coffee chain has created a device that keeps beverages exactly at their desire temperature

No search results found.