FREN

JEAN-PAUL BATH
Executive Director of VIA

Biography

INNOVATION NEWSLETTER

Subscribe

PRATICAL INFORMATIONS
VIA Gallery

120, avenue Ledru Rollin
75011 Paris
Metro : Gare de Lyon / Ledru Rollin

Opening :

monday-friday : 9.30am – 6.30pm

FOLLOW US ON...
  • Facebook
  • Twitter

Quick 2050

Quick Lab
This exhibition expresses the partnership and collaboration between the Quick group and ten schools of architecture and design in France and Belgium, coordinated by VIA.
For the space of a semester, the students, led by their teachers and assisted by the collaborators of the group and external interlocutors, imagined the future of a firm. What is more, extrapolating their various skills in architecture, visual identity, packaging, styling, new services and even culinary taste and design, they wrote up the story. Or at least one possible story.

Futur versus prospective
The brand name is 40 years old. But instead of celebrating an anniversary (however justified), the people in charge want to turn the business rationale and mode of functioning around to plunge headlong into the future. This is a specific exercise in prospective analysis and anticipation: what it entails is to elaborate a fictitious and yet potential model for the consumer market. Because to determine the taste and presentation of a hamburger in 2050, forecasting alone isn’t enough. And it isn’t about being in touch with young people either. The date may seem abstract and remote, but in fact it is very near. It is the starting point for our global analysis, an open dialogue that embraces changes in social, urban, environment-related, economic and technological practises. This is an ambitious project, ambiguous and yet stimulating. First because the brand name is involved in both industry and agro-foodstuffs. Second because the sales outlets are in the nice-price category and are known world-wide (simultaneously acclaimed and criticized). The firm has real economic and social clout. But what is really atypical is that it subjects itself to other considerations, abdicates its power, accepts a certain amount of questioning – all the better to fine-tune its critical perspectives.
The culinary scenarios imagined by the students, their works of fiction, come under four theme headings: production & supply/place/ time and taste. They deal with complex questions and do not side-step the dimension of urgency. How can subsistence be guaranteed? How should we produce, distribute and eat? And above all: apart from the French fries, what’s cooking on the side? What experiments will we pass on? What are the stakes in play and for what future? What practises and what functions?

The schools :

- École Boulle, Paris
- Centre Européen du Packaging et de l’emballage, Angoulême
- École Nationale Supérieure d’Architecture Nancy
- École Supérieure d’Art et de Design Reims
- École Nationale Supérieure d’Architecture et de paysage Lille
- École Nationale Supérieure des Arts Visuels de la Cambre Bruxelles
- École Sint-Lucas Gand


See the videos



Curators : Valérie Raynal (Quick), Michel Bouisson (VIA)

General coordination : Estelle Comas

Scenography : Yves Gradelet (VIA) assisted by Jean-Marc Merlo Meyer

Technical coordinator : Laurent Roussel

Graphic design : Raphaëlle Picquet

Redaction comity : Michel Bouisson (VIA), Maëlle Campagnoli and Violaine Aurias


Practical informations

Quick 2050, des écoles imaginent les scénarios du futur exhibition
VIA Gallery
29-35 avenue Daumesnil, Paris 12ème
May 07 thru 29
On Monday-Friday 9.30am-6.30pm
On Saturday-Sunday 11am-6pm
Free entrance


Press contact

Estelle Comas, MS&L
Ph : +33 (0)1 58 47 78 42
E-mail : estelle.comas@mslworldwide.com

HD images

NB : The images are strickly limited to the presentation and promotion of the corresponding event.
All use of images must be accompanied by the mentioned copyright.
VIA is not responsible for misuse of images.

Procedure for HD downloads

1/ Open the picture by clicking on its tag.
2/ It will then open in a new window.
3/ Right click on the image.
4/ Select "save to".

© Hervé Ternisien

© DR

© Hervé Ternisien

© DR

© DR

© DR

© DR

© Hervé Ternisien

© DR

© DR

© DR

© DR

© DR

© DR

© DR

© DR

© DR

© DR

© DR

© DR

© DR

© DR

© Hervé Ternisien

© Hervé Ternisien

© Hervé Ternisien

© DR

© DR

© DR

© DR

© DR

© DR

© DR

© Hervé Ternisien

© DR

© Hervé Ternisien

Top