ITADAKIMASU
THE ART OF SUSHI MAKING
NYC MUSEUM OF FOOD & DRINK NOVEMBER 8 ~ NOVEMBER 22
Itadakimasu ~ The Art of Sushi Making Interactive Museum Exhibition NYC Museum of Food and Drink November 8th ~ November 22nd 2021
Itadakimasu ~ The Art of Sushi Making
Itadakimasu ~ The Art of Sushi Making
TABLE OF CONTENTS The Venue ------------------------------------------------------------ 2 Food Is Culture ---------------------------------------------------- 4 Japanese Cuisine ------------------------------------------------ 6 Exhibition Overview ---------------------------------------------- 8 Inside Itadakimasu --------------------------------------------- 14
Grand Entrance ------------------------------------- 16
What’s In the Box? -------------------------------- 20
A Chop, Dip, and a Roll -------------------------- 24
The Aquarium ---------------------------------------- 30
The Chopstick Challenge ----------------------- 38
You Lost Me At Chopsticks -------------------- 44
Sushi Sauces ---------------------------------------- 48
The Wall of Ingredients ------------------------- 52
The Rolls ----------------------------------------------- 68
Sushi Toppings -------------------------------------- 82
The Sushi Bar --------------------------------------- 86
Sushi Roll Rating System ---------------------- 92
The Theater ------------------------------------------ 94
Collateral ----------------------------------------------------------- 98 Advertising ------------------------------------------------------- 124 Color Palette ---------------------------------------------------- 128 Materials ---------------------------------------------------------- 130 Typefaces --------------------------------------------------------- 131
NYC Museum of Food and Drink ~ November 8 ~ November 22
The Venue
WHERE? MOFAD ~ NYC Museum of Food and Drink 950 Fulton Street PO Box 380857 Brooklyn, NY 11238
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The Venue
Founded in 2005, The Museum of Food and Drink is a New York City educational non-profit and museum that seeks to change the way people think about food and drink. The museum’s work explores “the ways food and beverage impact our culture, politics, economy, history, and more.” Itadakimasu ~ The Art of Sushi Making, will be located in the MOFAD Lab, a 5,000 sq. ft. gallery space in the heart of downtown Brooklyn.
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NYC Museum of Food and Drink ~ November 8 ~ November 22
Food Is Culture
“ITADAKIMASU!” Often compared to saying grace before a meal, Itadakimasu translates to “I humbly recieve,” “Let’s eat!” or “Thanks for the meal.” The Itadakimasu exhibition aims to preserve an appreciation and understanding for Japanese cuisine and the culinary arts.
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Food Is Culture
FOOD IS CULTURE. Why an exhibition focused on food? Eating is the most universal aspect of human existence. Through food, we can learn to better understand ourselves, each other, and the world around us. ”MOFAD brings the world of food and drink to life with exhibits you can taste, touch, and smell. Our goal is to be the world’s premier food museum and a global educational resource that inspires generations of curious eaters of all ages and backgrounds.” Here’s the facts. Everyone eats. People of all ages and backgrounds, from picky and apathetic eaters to gastronomes and food lovers, should care about food. Informed eaters are better eaters. They make better choices for their taste buds, health, community, and environment. Food is culture. It is more than simply what is on our plates: it is a common denominator of human relationships. Food is personal. People should be approach food with a non-judgmental attitude about their diet. Food is participatory. To best learn about food, you must taste, smell, and think. Food is fun. A positive, non-fear-based outlook is the best way to approach food education. By exploring food we can educate ourselves, inspire a new generation of informed consumers, and connect people to what they eat.
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NYC Museum of Food and Drink ~ November 8 ~ November 22 Japanese Cuisine
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Japanese Cuisine
JAPANESE CUISINE Held at the MOFAD Lab in Brooklyn, Itadakimasu ~ The Art of Sushi Making, is bringing New Yorkers a new way to experience sushi. Japanese culture is rich with diversity and a long-standing history; what better way to celebrate it than an exhibition about it’s most iconic food. Through a long culinary past, the Japanese have developed sophisticated and refined cusisine. In the past few decades Japanese food has become increasingly popular in the United States and Europe. The Japanese diet consists mainly of rice, fresh, lean seafood; and a range of vegetables. The healthy Japenese diet is often believed to be related to the longevity of Japanese people.
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Exhibition Overview
EXHIBITION OVERVIEW
NYC Museum of Food and Drink ~ November 8 ~ November 22
Isometric View #1
Isometric View #2
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Exhibition Overview
Arial View
77ft
62ft
25ft
37ft 50ft 9
NYC Museum of Food and Drink ~ November 8 ~ November 22 Exhibition Overview
Side View #1
Side View #2
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Exhibition Overview
18ft 4in
37ft
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NYC Museum of Food and Drink ~ November 8 ~ November 22
Exhibition Overview
Side View #3
Side View #4
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Exhibition Overview
77ft
62ft
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NYC Museum of Food and Drink ~ November 8 ~ November 22 Inside Itadakimasu
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Inside Itadakimasu
INSIDE ITADAKIMASU Stepping inside the Itadakimasu exhibition will immediately transport you into an immersive Japanese experience. The dark teal walls, teak wood accents, plants, and moody lighting set a relaxing mood. You will be greeted at the entrance by our staff and gifted a wooden box that contains everything you need to partcipate in the Itadakimasu experience. Continuing through the exhibit, you will learn about the history of sushi, observe the seafood staples of the Japanese cuisine, and practice your chopstick skills against your friends. At the back of the exhibit you’ll find the sushi bar and theatre, where you can order your favorite types of sushi and watch the sushi masters at work, rolling away the day. Itadakimasu!
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NYC Museum of Food and Drink ~ November 8 ~ November 22
Grand Entrance
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Grand Entrance
WHIMSICAL DESIGN When entering Itadakimasu, the giant sushi that greet guests at the door are hard to miss. Large novelty chopsticks mark the entrance of the exhibit and will surely draw in families with children and sushi lovers alike. It was important to create a playful, whimsical environment for guests to let down their guard, learn, taste, and have fun. While visiting the theatre, make sure not to miss taking a breather on one of our giant maki cushions!
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NYC Museum of Food and Drink ~ November 8 ~ November 22 Grand Entrance
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Grand Entrance
Entrance with oversized sushi and the box desk.
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NYC Museum of Food and Drink ~ November 8 ~ November 22
What’s In the Box?
KON’NICHIWA!
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What’s In the Box?
Welcome to Itadakimasu. Here is your wooden box. This contains everything you need for the exhibit.
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What’s In the Box?
THE WOODEN BOX We love giving gifts and we know guests love to recieve them. This is why we decided to create a wooden Itadakimasu box for every guest, filled with exciting items that will enrich the audience experience. These items will not only be used by guests while they walk through the exhibit, but are also limited edition keepsakes to remind them of Itdakimasu!
NYC Museum of Food and Drink ~ November 8 ~ November 22
So, what’s in the box? First, you will find the sushi bar menu and rating card, along with a pencil to fill out the tear off slip. This is how you order your choice of sushi at the bar, as well as give us your thoughts on which ones were your favorites! Next you’ll discover a custom, limited edition pair of reusable Itadakimasu chopsticks. In 1878, the Japanese became the first to create the now ubiquitous disposable set, typically made of bamboo or wood. In efforts to be more sustainable, our water-safe coated bamboo chopsticks are dual-purpose and reusable. You’ll need them soon to play The Chopstick Game, but after you can take them home to wash and use over and over again! How could we forget the star of the show? The last part of the wooden box is five foam sushi ‘game pieces’ of different sizes and shapes. These are also yours to keep, but don’t forget to play The Chopstick Game before you leave!
2ft x 3ft
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A Chop, Dip, and a Roll
THE HISTORY OF SUSHI 2nd Century BC Despite many preconceptions, the origin of sushi actually dates back to the rice fields of Asia, in China specifically. Sushi traces back to the 3nd century BC, originally a Chinese dish called “narezushi”. It was made of fermented rice and salted fish. However, this dish was not created necessarily for flavor, it was more of a practical dish. Since the dish predates refrigerators, this process of wrapping the fish in rice was mainly for preservation purposes, heavily salted to avoid bacteria growth and microorganisms on the fish. In fact, the rice was typically thrown out when eating the fish.
NYC Museum of Food and Drink ~ November 8 ~ November 22
718 AD The first reference to “sushi” appeared in the Yoro Code, making its first appearance in Japanese culture. They took it upon themselves to begin eating the rice and the fish, making them accredited for first preparing sushi as a complete dish. Yoro Code is one iteration of seven different governing codes or rules established in the early Nala Period in Classical Japan. It was put into effect in 757. 800-1300 AD Narezushi is only available to the wealthy upperclass in Japan since the fermentation process, even with a weighted press to speed up the completion time, took about half a year. Additionally, many Japanese’s transition into Buddhism resulted in the dietary practice of abstaining from eating meat, making this dish high in demand. The common go to fish in narezushi was Golden Carp, also known as funa, caught in Lake Biwa, Japan’s largest freshwater lake. 1400 AD Japan in the midst of a civil war searched desperately for a way to speed up the sushi fermentation process. They found that applying more weight to the press could shorten the fermentation process to one month. From this they discovered that pickled fish did not need to reach full fermentation to taste great. This new method meant a new name for the dish, now called mam-nare zushi or nare-zushi. 24
A Chop, Dip, and a Roll
1750 AD In Edo, what was one of the largest cities in the world at the time and a huge Japanese hub for nightlife, sushi makers used a newly developed fermentation process for the sushi. A layer of cooked rice seasoned with rice vinegar laying beside a layer of fish were compressed in a wooden box for two hours, then sliced and served. This process greatly shortened the preparation time for sushi. 1824 AD Yohei, a Japanese sushi chef, is considered the creator of modern nigiri sushi. He used a “speed fermentation” process in his sushi stall, a process that involved adding rice vinegar and salt to freshly cooked rice, letting it soak for a few minutes. The sushi was then hand pressed in elongated ovals, then topped with a thin slice of raw fish. It was considered “fast food” sushi since the fresh fish required no fermentation or preservation. It became widely popular at the time, making nigiri sushi the new sushi norm. 1950 AD Sushi is served almost exclusively indoors. The movement from sushi from outdoor carts, also called yatai, to indoors began when the Kanto Earthquake struck Tokyo, decreasing land prices drastically, giving these vendors a chance to buy spaces. By 1950, restaurants catering to sushi trade, also called sushi-ya, could be found all over Kapan’s capital city, Tokyo. 1970 AD Advances in refrigeration, the ability to ship fresh fish long distances, and a thriving economy post-war created a booming sushi market in Japan. Sushi bars opened up all over throughout the country and a sharp increase in suppliers and distributors allowed sushi to go global.
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NYC Museum of Food and Drink ~ November 8 ~ November 22 A Chop, Dip, and a Roll
ANIMATED TIMELINE
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A Chop, Dip, and a Roll
This timeline is animated to move along with you. As you step on the beginning trigger pad a sushi roll appears and rolls as you read. Discover the origins and rich history of the most iconic and delicious Japanese dish, sushi.
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NYC Museum of Food and Drink ~ November 8 ~ November 22 A Chop, Dip, and a Roll
25ft 9in x 5ft 3in
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A Chop, Dip, and a Roll
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Aquarium
FEATURED SEAFOOD
2ft x 3ft
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The Aquarium
Rounding the first turn into Itdakimasu you’ll be able to walk around our twelve foot aqaurium. This tank contains shrimp, king crab, tuna, and salmon; the four most used proteins in sushi. Not only is just the flesh of the animal used, but the eggs of certain fish are harvested and served raw as roe. 31
NYC Museum of Food and Drink ~ November 8 ~ November 22 The Aquarium
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The Aquarium
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NYC Museum of Food and Drink ~ November 8 ~ November 22
The Aquarium
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The Aquarium
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NYC Museum of Food and Drink ~ November 8 ~ November 22
The Aquarium
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The Aquarium
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The Chopstick Challenge
AN INTERACTIVE GAME The Chopstick Challenge is truly what makes the Itadakimasu exhibit unique. After exploring the aquarium and nearby informational posters, guests will notice four 7 1/2 foot podiums in the center of the teak floor. Each podium has four sides, and is fitted with lots of different sized and shaped holes. It might not not be a coincidence that each hole is perfectly sushi sized.
NYC Museum of Food and Drink ~ November 8 ~ November 22
The wooden Itadakimasu box holds a pair of limited edition chopsticks and five foam sushi pieces to play The Chopstick Game. Practice your chopstick skills by racing your friends to be the first to get all their foam sushi pieces in your side of the podium, only using chopsticks. Try out all four podiums as each side is different, with different heights and challenges. Keep these chopsticks and foam rolls as a reminder of your time at Itadakimasu!
2ft x 3ft
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Chopstick Challenge
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The Chopstick Challenge
This poster introduces The Chopstick Challenge, and leads you into the game area. Use your chopsticks and foam game pieces to put your sushi in the variety of sushi spaces.
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Chopstick Challenge
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The Chopstick Challenge
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You Lost Me At Chopsticks
CHOPSTICKS GO WAY BACK Throughout history, chopsticks have had a symbiotic relationship with Japanese cuisine. From their humble beginnings as cooking utensils to paper-wrapped bamboo sets at the sushi counter, there’s more to chopsticks that meets the eye.
NYC Museum of Food and Drink ~ November 8 ~ November 22
Capable of reaching deep into boiling pots of water or oil, early chopsticks were used mainly for cooking. It wasn’t until A.D 400 that people began eating with the utensils. This happened when a population boom across China forced cooks to develop cost-saving techniques. They began chopping food into smaller pieces that required less cooking fuel, and happened to be perfect for the precise grip of chopsticks. As food became more bite-sized, knives became more or less obselete. Their decline, and chopstick’s ascent, also came courtesy of Confucius. As a vegetarian, he believed that sharp sutensils at the dinner table would remind eaters of the slaughterhouse. He also thought that knives’ sharp edges evoked violence, killing the peaceful mood that should exist during a meal. We understand, chopsticks take some getting used to, and can be frustrating at times. While particpating in The Chopstick Game, be sure to reference this poster to help with your hand position, grip, and form. Keep practicing and you’ll be a chopstick master before you can even say Itadakimasu!
2ft x 3ft
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NYC Museum of Food and Drink ~ November 8 ~ November 22 You Lost Me At Chopsticks
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You Lost Me At Chopsticks
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NYC Museum of Food and Drink ~ November 8 ~ November 22
Sushi Sauces
ALL ABOUT THE SAUCE In traditional Japanese culture, there is a right and wrong way to dip your sushi in sauces. Soy sauce specifically is very concentrated and salty, so it should be used sparingly on sushi as to not overpower the delicate taste of the fish. It’s recommended to not soak the rice in soy sauce as it has already been flavored and may fall apart; dip your sushi fish or vegetable side down into the sauce.
9ft 9in x 3ft 8in
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Sushi Sauces
Sushi and sriracha have a long history together, dating back to the early 80’s when the sushi wave was just starting to rise. You can bet there is a fair amount of Sriracha in the spicy tuna recipe as well as the spicy mayo sauce. Eeel sauce, ‘Unagi’, doesn’t actually contain any eel. It’s a thick, sweet, syrupy brown sauce made out of soy sauce, mirin, sake and sugar. It pairs especially well with tempura fried rolls and nigiri. Dyanamite sauce, otherwise known as spicy mayo, is a fan favorite. It comes on our Las Vegas roll, and pairs perfectly with a crunch. Used for dipping sushi and sashimi, soy sauce has a slightly sweet and salty flavor that makes it an ideal addition to any roll.
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NYC Museum of Food and Drink ~ November 8 ~ November 22 Sushi Sauces
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Sushi Sauces
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NYC Museum of Food and Drink ~ November 8 ~ November 22
The Wall of Ingredients
THE WALL OF INGREDIENTS 2ft x 3ft
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The Wall of Ingredients
This wall holds fourteen posters that feature the fresh vegetables and delicious fruits that are used in the Itadakimasu sushi rolls. Get to know a little about each ingredient, where it’s from, it’s flavor profile, and how to say it in Japanese. Remember your favorites and look out for them when ordering your sushi off the menu! 53
NYC Museum of Food and Drink ~ November 8 ~ November 22 The Wall of Ingredients
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The Wall of Ingredients
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Wall of Ingredients
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The Wall of Ingredients
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Wall of Ingredients
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The Wall of Ingredients
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Wall of Ingredients
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The Wall of Ingredients
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Wall of Ingredients
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The Wall of Ingredients
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Wall of Ingredients
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The Wall of Ingredients
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Wall of Ingredients
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The Wall of Ingredients
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Rolls
LET’S ROCK AND ROLL.
2ft x 3ft 6in
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The Rolls
This semi-circle of posters showcases the ten beautiful sushi dishes that our Itadakimasu chefs are preparing fresh for every guest to taste test. Each one has it’s own personality, trust us.
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Rolls
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The Rolls
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Rolls
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The Rolls
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Rolls
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The Rolls
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Rolls
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The Rolls
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Rolls
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The Rolls
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Rolls
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The Rolls
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NYC Museum of Food and Drink ~ November 8 ~ November 22 Sushi Toppings
THE ESSENTIALS
12ft 8in x 6ft 7in
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Sushi Toppings
Pickled in vinegar, the pink strips of ginger served with your sushi is intended to be consumed between bites. The powerful flavor cleanses your palate to make sure you are able to fully experience the unique flavors of each roll. Made from a crushed root, wasabi tastes spicy like horseradish and mustard, and is used to add a kick to your sushi. It’s hotness is unique as it heats your sinus instead of the tongue. 83
NYC Museum of Food and Drink ~ November 8 ~ November 22 Sushi Toppings
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Sushi Toppings
This is also the area where you give the sushi chef behind the bar your marked menu, to order your chosen sushi rolls.
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Sushi Bar
LET’S EAT!
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The Sushi Bar
This large free-edge teak sushi bar is where all the magic happens. Located in the MOFAD Lab, Itdakimasu is a specialized exhibition bringing real food tasting experiences to guests. We’ve brought in skilled sushi-chefs with years of experience to craft our sushi rolls fresh every single day, made to order. Each bite is better than the last! 87
NYC Museum of Food and Drink ~ November 8 ~ November 22 The Sushi Bar
6in x 8in
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The Sushi Bar
Front and back of the sushi bar menu. All ten rolls are listed with an illustration, their name, and ingredients. Each roll has a check box (for ordering) and five stars for rating each roll. The perforated edge tears off so you can feed the rated slip into the counting machine. 89
NYC Museum of Food and Drink ~ November 8 ~ November 22 The Sushi Bar
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The Sushi Bar
This is where guests can pick up their sushi order. They are welcome to wander around the exhibit as they taste test, mingle with friends, watch others play The Chopstick Game, or even take a seat in the theatre to watch the sushi masters on the big screen.
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NYC Museum of Food and Drink ~ November 8 ~ November 22 Sushi Roll Rating System
TELL US WHAT YOU THINK
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Sushi Roll Rating System
It’s important to hear feedback from our guests. This is why we’ve embedded a rating system into the sushi menu you recieve at the beginning of the exhibition. Rate each roll you tried one to five stars with the provided pencil. At the back of the exhibit, tear off this slip and feed it into the rating machine to watch the live sushi charts change based on real ratings. 93
NYC Museum of Food and Drink ~ November 8 ~ November 22 The Theater
THEY MAKE IT LOOK EASY!
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The Theater
This dark theatre transports you into a fully immersive ASMR sushi making experience. The walls of the theatre celebrate Japanese culture with a huge flag, paper lanterns, and a 9ft Buddah statue.
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NYC Museum of Food and Drink ~ November 8 ~ November 22 The Theater
18ft 7in x 10ft 4in flatscreen
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The Theater
Enjoy your sushi while lounging on the oversized sushi cushions and watching Itadakimasu sushi chefs chop, slice, and roll ingredients into sushi roll masterpieces. The true art of sushi making becomes clear when you notice the great attention to detail required to prepare beautiful and delicious sushi. 97
NYC Museum of Food and Drink ~ November 8 ~ November 22 Collateral
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NYC Museum of Food and Drink ~ November 8 ~ November 22 Collateral
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NYC Museum of Food and Drink ~ November 8 ~ November 22
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NYC Museum of Food and Drink ~ November 8 ~ November 22
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NYC Museum of Food and Drink ~ November 8 ~ November 22 Advertising
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NYC Museum of Food and Drink ~ November 8 ~ November 22 Advertising
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NYC Museum of Food and Drink ~ November 8 ~ November 22
Color Palette
#142d2c
#23451f
#7b9c8d
#bdd6c7
#abc79c
C: 84 M: 59 Y: 65 K: 65
C: 80 M: 45 Y: 100 K: 52
C: 55 M: 26 Y: 47 K: 02
C: 26 M: 05 Y: 23 K: 00
C: 35 M: 09 Y: 47 K: 00
#7d266b
#a56735
#e08724
#ed663b
#cc544a
C: 56 M: 99 Y: 27 K: 11
C: 00 M: 47 Y: 75 K: 39
C: 10 M: 54 Y: 100 K: 01
C: 02 M: 75 Y: 85 K: 00
C: 15 M: 81 Y: 73 K: 03
COLOR PALETTE
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Color Palette
#99b559
#bdc970
#d1e06b
#f2f08a
#e8dead
C: 45 M: 13 Y: 83 K: 00
C: 29 M: 09 Y: 71 K: 00
C: 21 M: 00 Y: 73 K: 00
C: 07 M: 00 Y: 58 K: 00
C: 09 M: 03 Y: 36 K: 00
#d94f5c
#e19c8c
#f2b57a
#fcc999
#fad485
C: 11 M: 84 Y: 58 K: 00
C: 10 M: 44 Y: 40 K: 00
C: 03 M: 32 Y: 57 K: 00
C: 00 M: 23 Y: 42 K: 00
C: 02 M: 16 Y: 56 K: 00
The Itadakimasu color palette is full of rich neutrals and vibrant pops of colors. The colors reflect fresh vegetables, fruits, and grain found in traditional sushi.
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Materials
NYC Museum of Food and Drink ~ November 8 ~ November 22
MATERIALS
Teak Floor
Teal Paint
Frosted Windows
Golden Buddah Statue
Thick Glass Aquarium
Bamboo Ceiling
Hanging Foliage
Beige Acrylic Podiums
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Typography
FRANKLIN GOTHIC URW FRANKLIN GOTHIC URW HEAVY {UPPERCASE ONLY} ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*-+=:;“‘ FRANKLIN GOTHIC URW DEMI {UPPERCASE ONLY} ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*-+=:;“‘ Franklin Gothic URW Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*-+=:;“‘ Franklin Gothic URW Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*-+=:;“‘ Franklin Gothic URW Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*-+=:;“‘
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Designed in Adobe Indesign 2021 Sketchup Model Rendered with Vray Render 2021 Dell XPS 13 9350 Hope Kiesling & Angela McChesney December 9, 2020 131 Pages
Dedicated to our shared love of sushi. We are currently on our way to all you can eat sushi.
