Set Design
When ideas take shape
For V-ZUG's Christmas Edition, I created a set installation at the intersection of kitchen design, craftsmanship and art. The concept began with materials, forms and structures found in architecture, interiors and traditional making processes - taking them out of their original context, rearranging them and combining them with culinary elements.
Wood, glass, mirrors, material samples, insulation, paint and tools became sculptural objects and abstract constructions. The installation deliberately played with materiality and perception: What is a building material, what is food, and what is an art object?
The same idea continued through the culinary concept. Jelly spheres resembled objects made of glass, geometric canapés became small architectural blocks, while chocolate itself was used as a constructive material. Shapes, surfaces and textures from architecture and kitchen design reappeared in food in unexpected ways.
The V-ZUG showroom became an installation in which the boundaries between food, material and object deliberately blurred. The kitchen was no longer seen simply as a functional space, but as a place for design, craftsmanship and creativity - bringing culinary art and set design together in one visualConcept & Execution by Studio Frankenberg
Art Direction
Creative Concept
Set Design
Object Design
Set & Event Staging
Client: V-ZUG
Location: V-ZUG Showroom, Munich
Client: V-ZUG
The culinary concept extended the installation beyond the kitchen. Glass-like jelly spheres, geometric canapés and chocolate used as a constructive material echoed the shapes and textures of the surrounding set design.
»From concept to execution, I was responsible for art direction, prop selection, and set design, ensuring a seamless and well-balanced aesthetic. Each detail was thoughtfully curated to establish a strong visual identity that aligns with the project’s vision while bringing a unique and modern interpretation.«
Alexandra von Frankenberg
Founder & Creative Director
The installation played with perception and materiality. Familiar objects shifted in meaning, inviting visitors to reconsider the boundaries between building material, food and art.
The V-ZUG showroom became a place for creativity and experimentation, where food, materials and objects met in unexpected ways. Kitchen design and culinary art came together as part of one immersive experience.
Photography: Michael Frick