Vienna. Breaded Escalope and Fast Flowers

Vienna’s Breaded Escalope Studio (bE), run by Sascha Mikel, Martin Schnabl and Michael Tatschl has a history of challenging the system, or rather, improving upon faulty yet well established systems in our day to day lives.  Their design philosophy integrates strategies of social sustainability with the idea that objects and environments should facilitate interaction and add convenience to the lives of users.

The studio doesn’t create work; rather it makes “statements” which are often produced through playfully interactive performances.  They don’t believe in adhering to traditional standards of beauty, however they do believe in the poetics of a communicative and functional product.  Their statements are a result of a research-based approach and results in the production of a limited edition of “statements”.

A fascinating example of the of bE’s philosophies were when they were integrated into the rebirth of Wildwuchs at Vienna’s design fair.  bE transformed the Viennese flower shop with a “Grow to Go” concept.

In the developmental stages of Wildwuchs’ redesign, bE considered the consumer relationship to plants and our purchasing habits.  Their inspiration?  Fast food restaurants.  It’s an unlikely alliance, but one that works. While fast food restaurants aren’t typically beautiful, their ease of use and efficiency are obvious.

bE critically examined consumer behaviours and their relationship to modern convenience and developed a new sales approach for Wildwuchs.  Classical clichés from fast food restaurants, such as photos of the product, overly simplified labels and packaging, picture ordering from a menu and quick service were influential.   The store itself, however, is completely unique.  Seeds available in burger boxes, made from rice which biodegrades into fertilizer, come filled with an exotic range of possibilities – sweet potatoes in Sri Lanka coconut soil, basil in waldviertel home soil or cress in hummus soil.  The irony of this design is, of course, that having to wait for the seeds to grow is exactly the opposite of the typical eat and run affair of fast food.  This is no speedy process, time and patience are demanded in order to partake.

A favourite design by bE, which is completely charming, is their Inefficient Vase.  A beautifully formed, classically shaped vase filled with holes.  The holes can be plugged with any normal wine cork, but there’s no guarantee that the vase will ever actually be functional. The beauty is in the irony.

More information about bE Studio can be found at their website: www.breadedescalope.com

Wildwuchs is located on Ennsgasse 7 on the U-1 Vorgartenstraße Station in Vienna, a pleasant 30 minute walk from the Hollmann Beletage hotel.  More information and directions can be found here: www.wildwuchs.co.at.

Contributing writer: Alicia Reuter

Categories: Vienna, Design, Products