My Ideal Business: Bibim Bab

Un progetto di Anna Kim

La serie di post “My Ideal Business” si riferiscono ai diversi progetti elaborati dagli studenti del corso di Master in Business Design di Domus Academy, un innovativo master che ha lo scopo di creare nuovi e intensi rapporti tra il mondo del business e quello del design. Ogni anno all’interno del workshop, che dà il nome alla serie di post, agli studenti, provenienti da diversi paesi del mondo,  viene chiesto di elaborare una proposta innovativa di progetto di business ideale. Uno solo obbligo per tutti: la fattibilità economico-finanziaria della proposta. Il resto tutto alla loro creatività e alla loro capacità di leggere il mercato, i nuovi trend, i comportamenti di consumo...

A voi, descritti direttamente dagli studenti, alcuni dei progetti di quest’anno, in grado di combinare in maniera interessante estro, inventiva con caratteristiche organizzative, spirito di imprenditori e aspetti strettamente di business.

Food not only sustains life but lends itself to the field of design, as it is a cultural item that represents its respective country.  “Bibim bab” is a proposal for a Korean restaurant which fully exploits all the sensorial joys of food including sight, smell, and sound.

Despite having the 11^th largest economy in the world, Korea did not enjoy as much cultural

renown as its Asian neighbors, and Japan. The tables are turning, however, especially with the recent popularity abroad of Korean TV programs and films. Korea has four distinct seasons, making possible the growth of various kinds of grains and vegetables. As a result, the number of traditional Korean foods is estimated at about 2,800 – and one of the most characteristic and famous of them happens to be a dish called “Bibim bab”.  "Bibim bab”, like the majority of Korean food, is based on grains with a generous dose of vegetables, constituting a well-balanced and healthy meal while catering to the diet-conscious with its low calorie count. The name “Bibim bab” is derived from the way the dish is prepared: vegetables, gochujang (hot chili paste) and rice (bab) are mixed together, an act called ‘bibida’.  The hearty mixture is also aesthetically pleasing due to its colorful ingredients, and would serve as an ideal main menu for a Korean restaurant in Milan.

Italy not only has abundant supply of ingredients for bibim bab, but she also gave birth to the slow food movement. The movement, now a global trend, provides good grounds for promoting traditional Korean food, since it grew from the need to protect national/local food culture from the onslaught of fast food chains. Bibim bab is also bound to appeal to Italians who are keen on eating healthy and maintaining their figure. The launch of restaurant “Bibim Bab” would best take place in Zona Tortona during the Salone del Mobile. The annual furniture fair has been leading the global furniture market for 47 years now, and has evolved into an international festival sought by tens of thousands of visitors each year. During the festival, Zona Tortona becomes a stage for exhibits by various design brands, nations and students that are quite different from those found at Rho Fiera. This year Zona Tortona hosted the That’s Design event where products designed for Campari Soda were on display, in conjunction with a Campari party and free drink samples. Together these helped rejuvenate the brand image and created an association for the vivid red beverage with an international design festival. Restaurant “Bibim Bab” aims to achieve a similar effect by partnering with famous Korean designers to produce elegant tableware for bibim bab tastings, thereby raising the public image of Korean food while being a relevant event for design as well.

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christian.tubito@domusacademy.it