Grant Achatz inspired the current Crucial Detail range He is a unique chef – establishing in 2005 the best and only 3 star Michelin star restaurant in North America
ALINEA is a word meaning “off the line” in Latin or “something new” It is the name of the strange symbol
¶ called “pilcrow” and used by editors to make the start of a new paragraph and Achatz chose it to signal new ideas in cooking
“If most chefs are musicians, Achatz is a poet” Time Magazine, December 2010
“This is not a bistro, nor is it really much of a restaurant. Think of it like this: We’re building a gallery that happens to have a kitchen and seating.” Grant Achatz: “Life, On The Line”
Found Czech designer Martin Kastner who had a small design studios called “Crucial Detail� When Kastner came up with his first designs, Achatz started
“As we pushed the food in new directions we began to realize that the plates, bowls and silverware that had been used to consume foods of hundreds of thousands of years did not work optimally for the food we were now creating.�
“Martin got to work, and a few days later sent me some sketches outlining his initial ideas. Even though Martin and I had never met in person I could tell from these early designs that this was the start of something very exciting. “The thought of having original service pieces to complement the food made me downright giddy.�
Top restaurant in Americas: 3-stars Michelin James Beard: “Best chef in America” US chef of the year But in 2007 diagnosed with tongue cancer at age 33 Only cure: remove tongue and replace with leg muscle – but it meant he would never taste again
Achatz refused to get the surgery He kept his tongue and learnt to work via aroma, not taste
Ludwig van Beethoven
Grant Achatz
John Milton
Steelite has got world-wide rights to distribute the tableware designed by
With this
steelite is entering a new market The world of poetic cuisine
Regular Introduction the first are ceramics
Landscape Mounds
Miska Oval Bowl
Landscape Dune
Sectional
Landscape Craters
Antiplate
In February a range of other products will be launched
Huge potential for Russia where chefs want to be at the forefront of cuisine Aiming to do the same with drinks
Strategy Pick top 20 restaurants in each major city of 3million+ Pick 2 top restaurants in each major city of 1million+ Sponsor chefs Use Alinea Eternum spoons 3% of all sales go to cancer charity