Årets Kock 2019

CLIENT: Lotta Catani / Årets Kock

MEDIA:  Experience Design • Event Identity • Custom Construction • Production Management • Signage

VENUE: Annexet, Stockholm

For the second year, LA+B provided experience design for Årets Kock, playing an integral role in both overall event branding and transformation of Annexet for the finale. From early ideation and consulting to graphic design and production management, we are thrilled to be a part of this incredible yearly event for industry professionals, partners, and culinary enthusiasts.

This year’s bold graphic illustration and identity, created by LA+B, was used by our team prior to the event on invitations and street posters. It was then represented on site with stages, directional signage, booth spaces, motion graphics and photo walls. The bold green vegetal print was inspired by the event’s theme of sustainability and “förändrade beteenden” (changing behaviors), and was elevated by its use on natural materials including printed plywood. Where possible, guest areas and furniture elements were constructed with PlayWood connectors instead of nails, for easier reuse of the raw materials after the event. Additionally, the light birch plywood lifted the dark venue to create a feeling of genuine food market stalls. The primary illustration was used throughout the event for brand recognizability, and inspired partners and exhibitors to reflect the look and feel in their own spaces. Live plants were used across the event to compliment the greenery represented in the printed materials, and potted herbs added to the event aromas between competition rounds.

The venue was split between the stage/seating area and the vendor spaces by a large wooden platform and bleachers that were custom constructed for the event. The space provided a casual meeting area, and steps were integrated with the wine & cheese bar to pull attendees toward the general seating area and the competition. Digitally, QR codes were used to provide event information.

Årets Kock is supported by individual companies who exhibit at the event, and additionally we designed and constructed spaces for some of these event partners. This included graphic design, prop sourcing, custom construction of displays, and furniture.