Sustainable Food Group

The creative agency „united everything“ invited, in cooperation with „Genuss Region Österreich“, national and international designers to give the market stands at Kaiser-Josef-Market in Graz, Austria, a new look.

Weird-looking potatoes, pretty pumpkins, unique shaped cucumbers: nature is an excellent designer – and there is no better place to discover that than the Kaiser-Josef-Market in Graz. Every week local merchants offer their best agricultural products in the heart of the city: fresh, seasonal, natural and sometimes unusually formed. It is extraordinary food, which is usually used as inspiration by the designers.

So we changed the point of view and gave a new design to the home of all these amazing products.

Following the invitation of “united everything”, national and international designers – established names as well as newcomers – redesigned the market stands at the historic farmers market within the“Designmonat Graz” - a month-long design event in the Styrian capital. The name: “Redesign the Market”. Rearrange the price tags, deform the sales area or innovate the packaging, there were no restrictions for the collaboration between the designers and the farmers. The regional origin of the products – a major sign of the market's quality – is important for the curators and was highlighted by the designers.

In the afternoon we changed the setting once more. Designers and some of Graz' local designstores got the chance to be a market stand owner themselves. Excellent agricultural products gave way for extraordinary design pieces. Instead of apples, pears and salad, visitors were able to buy exquisite art, avant-garde furniture and rare living space accessories.


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