Romanesco Carpet
       
     
All of a Sudden Enoki
       
     
String Cheese in Cauliflower
       
     
Green Radish Peacock
       
     
Asparagus Bouquet
       
     
Purple Radish Ball
       
     
Daikon Lasagne
       
     
Alfalfa Nest
       
     
Bridal Rhubarb
       
     
Romanesco Carpet II
       
     
Romanesco Carpet
       
     
Romanesco Carpet

A tire manufacturer is also the most influential name in haute cuisine! This is as obscure as the food designer, Vahid Mortezaei’s life-long relationship with the Michelin brand. “Michelin & Me” is a poetic, visual, story of a man in search of his passion. Read the Michelin & Me story here.

[All images © 2019 Vahid Mortezaei & Petri Juola]

All of a Sudden Enoki
       
     
All of a Sudden Enoki

I love the beauty of natural ingredients and I always wonder how to make them even more beautiful. Once we get used to beauty, we simply do not perceive it anymore. As a food designer I try to discover unfamiliar angles to nature. Michelin & Me is all about beauty and contradictions. It is food for thought and eyes. Read the Michelin & Me story here.

[All images © 2019 Vahid Mortezaei & Petri Juola]

String Cheese in Cauliflower
       
     
String Cheese in Cauliflower

Exploring the contrast between the colorful, fresh, natural ingredients against a black, artificial, industrial object -like a car tire- is the main aspect of the project. For achieving the maximum contrast, the ingredients are manipulated as little as possible.

This contradiction is also part of Michelin’s brand as one of the world’s largest tire manufacturers. The very same company is also highly influential in the global haute cuisine as the publisher of the Michelin (restaurant) Guide. It is as familiar to tough and rough truck drivers as to the most perfectionist chefs. Read the Michelin & Me story here.

[All images © 2019 Vahid Mortezaei & Petri Juola]

Green Radish Peacock
       
     
Green Radish Peacock

As items, tires are amazing. They are carefully fabricated to be tough and durable but at the same time they should be soft and elastic. Rubbery food, in turn, is not appreciated by anyone. The freshness of vegetables and herbs is measured by their firmness, fragility and crispiness. Read the Michelin & Me story here.

[All images © 2019 Vahid Mortezaei & Petri Juola]

Asparagus Bouquet
       
     
Asparagus Bouquet

Tires are not that far from nature either, even though we tend to set them against it. In reality, nature has been the main source of inspiration for many technological innovations. Read the full story here.

[All images © 2019 Vahid Mortezaei & Petri Juola]

Purple Radish Ball
       
     
Purple Radish Ball

“That was the time when Michelin became an important topic in our conversations. You should see how passionately him and his sons spoke about Michelin tires at our shared dinner table.” Read the full story here.

[All images © 2019 Vahid Mortezaei & Petri Juola]

Daikon Lasagne
       
     
Daikon Lasagne

The monochromatic appearance of tires also has its own aesthetic value. They are uniform sculptures, which, at first glance, look like boring donuts. But a closer look at their surface reveals a beautiful play of light and shadow. Tires are also associated with movement and progression. Having them static in still life photos creates a delicate suspension. Read the Michelin & Me story here.

[All images © 2019 Vahid Mortezaei & Petri Juola]

Alfalfa Nest
       
     
Alfalfa Nest

“I always have been a foodie but frankly I didn’t have any clue why some restaurants are called Michelin-starred until I got into the culinary world. With a strong background in design I knew very well what kind of food I want to cook; food is my storytelling media.” Read the full story here.

[All images © 2019 Vahid Mortezaei & Petri Juola]

Bridal Rhubarb
       
     
Bridal Rhubarb

“The garden was surrounded by different kinds of brand new tires. The garage, some of the storages and maybe even part of the cellar were full of black tires and other rubbery stuff related to tires. The smell of roses was mixed to that of the tires.” Read the Michelin & Me story here.

[All images © 2019 Vahid Mortezaei & Petri Juola]

Romanesco Carpet II
       
     
Romanesco Carpet II

“Imagine a tiny boy trying to carry tires or mop the shop floor. Obviously I couldn’t really do any of the jobs but I would get tips from the customers because of my effort.” Read the Michelin & Me story here.

[All images © 2019 Vahid Mortezaei & Petri Juola]