DELIVEROO IN COLLABORATION WITH IED AWARDS THE BEST DESIGN CONCEPT FOR FOOD DELIVERY

A special pouf-container able to keep ordered food warm: this is the winning concept work of “The new dining table is not a table”, the innovative design project born from the collaboration between Deliveroo and IED European Institute of Design of Florence, conceived to rethink domestic furnishing elements in the light of the affirmation of food delivery services and new consumption rituals.

Ordering at home, watching a TV series and finding yourself eating on the sofa is in fact an increasingly common habit for many people, which also changes the rules and the relationship between the home and the classic places dedicated to food. Table and chairs yes, but more and more other elements such as the sofa, the armchair, the carpet or the bed become the new protagonists of lunches and dinners.

And if with the affirmation of food delivery services, not only consumption habits change but also the rituals and the relationship with domestic spaces, it can be expected that the furnishing elements themselves will also evolve. How will this happen?

The leading online food delivery platform tried to answer this question by involving IED European Institute of Design of Florence and its students to think of solutions that we could see in our homes in the future.

Deliveroo e IED- progetti  contestualizzati

The project “The new dining table is not a table”.

The project was taken part by 12 students attending the Interior and Furniture Design degree and Advertising Communication degree who, on the basis of skills, creativity and personal experience, have developed ideas to rethink furnishing typical elements of our homes according to home food consumption.

In fact, it often happens that the traditional table is no longer the only place used for lunches and dinners. According to a Swg survey for Deliveroo at the dining room, which still collects 70% of the answers as the ideal place to consume food, there are other domestic spaces able to offer greater comfort and conviviality such as the sofa (24% of the answers), the bed (10%) and the armchair (9%), particularly appreciated by the younger ones.

The students, divided into two groups and led by professor Francesco Toselli, have carried out two concept works based on a shared brief. The proposals were evaluated for creativity, compliance with the request, functional aspects and communication skills by a Deliveroo team, who has decided to award “IT IT”, a funny and original name for the English expression “heat eat”. It is a special thermal pouf capable of being a comfortable living room seat and at the same time a practical container to keep the food ordered with Deliveroo app warm.

The second project work, Deloop, was also very appreciated. It’s a multifunctional and transformable furniture module, inspired by the iconic Deliveroo rider backpack, whose name comes from the union of the Deliveroo brand and the word “loop”, given the modularity of the object which, adapting and intertwining in multiple ways, gives life to infinite functionality and furnishing possibilities.

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The “IT IT” project: beautiful, practical, functional and able to keep the ordered food warm (without using energy).

The naming “IT IT” combines the concept of heat (heat) with that of eating (eat) through an impactful and easy to pronounce word game. This pouf-container maintains the temperature of the delivery thanks to the internal insulating compartment that retains the heat and allows you to better enjoy the food ordered, without any use of energy.

The external plywood ensures strength and comfort while the foam padding makes it an everyday object suited for all relax moments.

Its round shape celebrates conviviality and being together and adapts perfectly to any home, of any size. For the outer covering, it has been created a pattern that reproduces the Deliveroo logo, on a fabric in the brand’s iconic teal color.

Finally, to further optimize practicality, the pouf cover can become, if necessary, a comfortable surface for enjoying the meal.

The project was carried out by: Enrico Della Guerra, Hu YingYing, Irene Moretti, Eugenia Poli, Sara Vivarelli and Zhang Shuting.

Deliveroo

Deliveroo is an award-winning delivery service founded in 2013 by William Shu and Greg Orlowski. Deliveroo works with over 170,000 best-loved restaurants and grocery partners, as well as over 190,000 riders to provide the best food delivery experience in the world. Deliveroo is headquartered in London, with offices around the globe.  Deliveroo operates across 11 markets, including Australia, Belgium, France, Hong Kong, Italy, Ireland, Netherlands, Singapore, United Arab Emirates, Kuwait and the United Kingdom.

ISTITUTO EUROPEO DI DESIGN – IED

Istituto Europeo di Design was founded in 1966 based on Francesco Morelli‘s extraordinary vision. Today, IED is the only School of Higher Education in the creative field to have preserved its Italian cultural references over time. Every year, IED launches innovative educational projects in the fields of study of Design, Fashion, Visual Arts and Communications, developing forms of learning and new models for interpreting the future. Internationally recognised, IED is a Group that spanning over 3 countries: in Italy, in Milan, Cagliari, Florence, Rome, Turin, Venice and in Como with Accademia di Belle Arti Aldo Galli; in Spain in Barcelona, Madrid and Bilbao and in Brazil in Rio de Janeiro and Sao Paulo. The IED Group’s educational offer includes Undergraduate courses (First Level Academic Diplomas, Título Superior en Diseño, Diploma de Bacharelado, BAH and IED Diplomas), Postgraduate courses (First Level Master and IED Master) and Continuing Education Courses. IED relies on a network of more than 1.900 lecturers, active in their respective fields of reference, with whom it collaborates actively to ensure the perfect performance of the training activities of its locations.

press release Studio Maddalena Torricelli