Mokum

Jul 17

mokum

When from the distant past nothing remains, after the beings have died, after the things are destroyed and scattered, still, alone, more fragile, yet more vital, more insubstantial, more persistent, more faithful, the smell and taste of things remain poised a long time, like souls, ready to remind us, waiting and hoping for their moment, amid the ruins of everything else; and bear unfaltering, in the tiny and almost impalpable drop of their essence, the immense architecture of memory.

Yet again I had recalled the taste of a bit of madeleine dunked in a linden-flower tea which my aunt used to give me, immediately the old grey house on the street where her room was found, arose like a theatrical tableau...
It is plain that the object of my quest, the truth, lies not in the cup but in myself.

No sooner had the warm liquid mixed with the crumbs touched my palate than a shudder ran through me and I stopped, intent upon the extraordinary thing that was happening to me.

And suddenly the memory revealed itself.

And I begin to ask myself what it could have been, this unremembered state which brought with it no logical proof, but the indisputable evidence, of its felicity, its reality, and in whose presence other states of consciousness melted and vanished. I decide to attempt to make it reappear.

– Marcel Proust, Swann's Way

Al reunirnos con los creadores de este restaurante en el Upper West Side de Nueva York, y tras conocer su visión e intenciones, todo –la comida, el lugar, la sensación, la calidez, los sabores, los olores– nos recuerda intrínsecamente a la descripción sublime que el mismo Proust usó para describir como una simple madeleine provocaría una compleja serie de sensaciones, memorias y momentos.

Tomando esta inspiración como punto de partida, dirigimos nuestro enfoque hacia los productos, ingredientes frescos y la belleza que esto poseen. Después de fotografiarlos, desarrollamos una serie de ilustraciones que abstraen esta belleza para acompañar cada aplicación de la marca, creando un acercamiento mucho más personal y listo para ser interpretado y disfrutado de manera individual por cada uno de los comensales.

Añadimos poesía al sistema, intercambiando frases y palabras del texto original, pues vimos este lenguaje como una clara metáfora de la sencillez y complejidad que a la vez conlleva una cocina y la gente detrás de ella.