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Menu Design in Europe

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Europe's reputation as the center of the culinary world is confirmed with this expansive array of restaurant menus from across the continent.

Also showcased are the Michelin awarded restaurants of the celebrity chef-era and rarities such as a German military menu from World War II. A cultural anthropologist, historian, and an avid collector, he has authored numerous titles on architecture, pop culture, and the history of Los Angeles and Hollywood, including TASCHEN’s Surfing, Los Angeles. Digital menus offer restaurant owners increased flexibility and ease of use in terms of updating their offerings and the tactility of the printed menu is arguably no longer the desirable object it once was.There are of course two kinds of menu, though Heimann makes no distinction between them: the restaurant or hotel menu that offers you a choice of meal for which you pay, and the set menu for a formal meal that announces like a theatre programme what you will be given.

Starting with the 19th century, the book offers up some early examples of menu design, just as the very idea of a restaurant menu was beginning to grow in popularity across the continent. Finance is provided by PayPal Credit (a trading name of PayPal UK Ltd, Whittaker House, Whittaker Avenue, Richmond-Upon-Thames, Surrey, United Kingdom, TW9 1EH). The Red Cross parcel shares the page with the menu for a feast given the following year at Santa Maria de Montserrat for General Franco to mark the second anniversary of his ‘liberation’ of Spain. The 1891 menu from Paris’s Le Grand Vefour, with its intricate die-cut design, evokes a bustling Belle Epoque bistro, while the 1932 menu from London’s Royal Palace Hotel transports you to the bar at a spirited, Jazz Age nightspot. A long menu may be high class, as at La Tour d’Argent, where it is the product of a kitchen full of expert chefs and fresh ingredients.Eighteenth-century England could boast food as good as any on the Continent, but industrialisation and depopulation of the countryside combined to fracture culinary traditions, ushering in the Victorian Age of Indigestion, when quantity had to stand for quality. Under crossed union flag and white ensign, the announcement of the British Undertakers’ Association Victory Dinner looks terribly wrong. The sexy, sinister lost art of the restaurant menu… [ Menu Design in Europe] celebrates the toothsome heyday of the European menu. Featuring an essay by graphic design historian Steven Heller and captions by leading ephemerist and antiquarian book dealer Marc Selvaggio, Menu Design In Europe features menus from leading collectors and institutions, providing a sumptuous visual banquet and historical document of two centuries of culinary traditions.

From extravagant bills of fare for royal feasts to delectable mid-century minimalist graphics, the gustatory customs of dozens of European countries are revealed in this encyclopedic design compendium. An Original Leather is being used for binding this book with Golden Leaf Printing and designing on Spine, front and Back of the book with edge gilding. A later attempt by the Trocadero Grill Room in London in 1937 to imitate the success of afternoon tea with its own innovation of late dinner – to be known as ‘dinuit’ – did not catch on. A series of illustrations by the Belgian artist Charles van Roose for the Compagnie Maritime Belge of figures based on the people of the Belgian Congo are less forgivable and are the nastiest things in the book, until the next page, which features the menu for the Deutsche Arbeitsfront ‘party cruise’ in 1936, adorned with jaunty swastika flags. The practice of serving a succession of courses was gradually coming in during the period of the diary, but was only adopted in the Pepys household for grand occasions.Despite all the claims of body positivity and female empowerment in recent years, is the ad industry more prudish than it lets on?

The companion volume in Robert Latham and William Matthews’s definitive edition of Pepys’s diary states that in Pepys’s day all or most of the food would be put on the table at once. The Carlton Restaurant in Wiesbaden, which boasted an elegant Wiener Werkstätte-inspired green and cream design, offered an all-inclusive dinner for four marks fifty, with individual plates mostly at two marks fifty, though what this meant in terms of relative expense is hard to know. This is true only up to a point in the case of the example he is describing, an elegant sky-blue double-page from La Tour d’Argent in the 1950s, where outlines of fish platters, vegetable tureens and a coffee cup suggest the nature of the dishes they enclose. A very few of the menus depict certain symbols, and represent human beings in ways, which have since been recognized to be shameful.Steven Heller has produced over 200 books on visual communication and published countless articles in international design magazines. Featuring an essay by graphic design historian Steven Heller and captions by ephemerist and antiquarian book dealer Marc Selvaggio, Menu Design In Europe features menus from leading collectors and institutions, providing a sumptuous visual banquet and historical document of two centuries of culinary traditions.

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