Inspired by the growing trend of photographing your food and sharing the photos online before tucking in, a Tel Aviv restaurant has launched a special program that allows patrons to take the best food photos possible. Called “Foodography”, the unique concept relies on color-coordinated dishes, perfect lighting and custom-designed plates that either spin around to offer different photo angles, or come with a smartphone holder, to make the photos worth sharing on sites like Instagram or Pinterest.
“We wanted to reconnect with a new generation of customers – youngsters who connect with food through the lens of a smartphone,” said a spokesman for Carmel Winery, the company that developed the concept along with Baumann Ber Rivnay advertising agency.
The special meals are being served at top Israeli chef Meir Adoni’s restaurant ‘Catit’. The experience, which costs about $150 an hour, includes delicious-looking meals like veal sweetbreads with yogurt and Persian lemon creme, and duck liver with crispy prunes and Cabernet Savignon marmalade, all whipped up by chef Adoni himself. These attractive dishes are then served on special ceramic plates designed by artist Adi Nissani.
One of the plates, called ‘the 360’, spins around so diners can take photographs from several angles, while another has a curved wall, offering an immaculate backdrop for the food. To top it off, expert food photographer Dan Perez tutors diners on the best way to capture their dinner before digging in. Guests are encouraged to share their photographs on Instagram, with the hashtag #fdgr.
The food photo sharing trend has become so popular that Michelin Star chefs, wine critics and food bloggers from across the world are talking about it. Trying to capitalize on its popularity, Carmel Winery now plans to expand its Foodography concept internationally.