Daniella on Design - Gourmet Food Trucks

There's a new design phenomenon ... on wheels! They are so distinctive that they stand out in the built fabric of New York. Even on busy avenues, they can be easily identified, even from high above in office towers. Devotees follow them on social media. Foodies swoon.

The trend I am talking about is Gourmet Food Trucks. They are noted for exceptional graphics, innovative kitchen design, and restaurant-quality cuisine. They are mobile kitchens, relying on creative design to maximize small spaces, and on brilliant visuals to market their exclusive products. The days of outdoor food being defined by hot-dog pushcarts are well behind us.

Immigrants from Europe brought the tradition of food carts to America, and by 1900, they were very popular in NYC. Items ranged from roasted corn to steamed oysters and baked chickpeas.

To find the roots of mobile catering in America, we look to Charles Goodnight. He was a Texas ranger who needed to feed hungry cowboys, so in 1866 he invented the Chuck Wagon. But Chuck Wagons were not designed to attract attention. That wouldn't happen until 1936, when Oscar Mayer introduced the first Wienermobile, a major development in marketing and food service.

Over the past 10 years or so, a growing number of industrial and graphic designers have been creating mobile environments. This design vocabulary is so specific and successful that you can see these trucks popping up in all kinds of trendy neighborhoods. The designs not only meet all heath and safety requirements, but loudly announce unique identities that promise an authentic culinary experience.

This trend began in New York City with one small, family-owned company. In 2001, they arrived in the East Village with an eccentric orange truck. The Mud Truck offered strong, aromatic coffee for only a dollar.

Many of New York's trendy food trucks were developed after the crash of 2008. Displaced financial professionals focused their talents on the food business, using their expertise in research, planning, and marketing.

Schnitzel & Things introduced Viennese specialties to the streets of New York. The graphics of this truck were devised by a student from Parsons. Research indicated that these colors stimulate appetite, and judging from the lunch lines, they do.

The Coolhaus ice cream truck owes its name and its concept to the Bauhaus school of design and the Dutch architect Rem Koolhaus. It's decorated with photos and puns featuring famous architects. This cleverness reflects the Coolhaus approach in combining boutique ice-cream flavors and cookie textures.

The staff at Wafels & Dinges wear casquettes, or cycling caps: a witty visual reference to Eddi Merckx and the popularity of Belgian bike racing.

New York's food truck phenomenon combines serious food and fresh design. It's an indication of the public's new awareness of food sourcing, and a consumer preference for genuine products. Gourmet Food Trucks attract people to public spaces where they indulge their appetites...on design.

Photography Kate Chen

Category:

Howto & Style

Tags:

• Daniella Ohad-Smith
• Daniella Ohad
• Design
• Designer Design
• trends
• Taste
• Tastemaker
• New York City
• New York
• Tourism
• NYC
• food trucks
• food truck
• gourmet food trucks
• Graphics
• kitchen design
• Cuisine
• mobile kitchens
• mobile kitchen
• Charles Goodnight
• Texas ranger
• Chuck Wagon
• Wienermobile
• Oscar Mayer
• East Village
• Mud Truck
• Schnitzel & Things
• Viennese
• Coolhaus Rem
• Koolhaus
• Bauhaus
• Wafels & Dinges

[drthil25]

the owner pronounces it ding-iz

[JackDeTate]

Style becomes substance as eye catching curiosity leads us to nourishing rewards.

[rayreich]

Daniella...Thank You for introducing us to a new and exciting way to market and enjoy new food ideas. Your sound on the street was a bit off but the history and visuals great as always.

Ray Reich