The Chef:Field days & nights series. Popping up 2nd July 2011 in the City of Sheffield, UK.
Showcasing and interacting with some of the finest food brands from around the UK.
Chef:Field is a series of pop-up shops and tasting halls run monthly in the days & nights between July and October for food lovers. Hosted in the acclaimed historic and ‘on-trend’ venue The Chimney House.
Carefully chosen for their inspirational and delicious and top notch qualities the pop up shops and tasting halls are ticket only affairs giving an audience with some of the finest names and innovators in the industry.
Chef:field’s events, occurrences and happenings explores the relationship between what comes out of the field (FIELD) and what happens after the harvest (CHEF) with consumption or preservation.
With the aim of keeping the festival ethos as ethical, responsible sustainable, innovative and educational as possible brands and names taking part will use Chef:field as a platform to reach, educate and inspire a wide audience.
Known for her innovative events, creative prowess and application of ‘Pop up’ theory. Her custodianship of iconic/historic The Chimney House was the natural home for the Chef:Field days & nights series. Working with some of the best lifestyle brands in the UK through LARK Chef:Field is an accumulation of passion and curiosity for what can be done to turn the concept of ‘food festival’ on it’s head – outside the static and into a rolling, morphing identity.
A highly respected innovator – known for her work at Mondiale Publishing, kept interested and motivated by being encouraged to eat, drink, dance and sleep all in the name of earning a living and being given the opportunity to work on great projects including organising the BEDA Awards, Theme Awards and TP Awards, from the nomination and judging process right through to revenue streams and creative direction for environment.
In 1999 Amy was instrumental in setting up the most comprehensive research programme the industry had ever seen in the form of Centro – focussed on the licensed trade which attracts an 18-35 year old customer base, the development of Centro led to a partnership with CGA – forming CGA Strategy and was a founding Director.
More recently working for leading UK restaurant brand owners Living Ventures.
The opportunity to work on Chef:Field provides the perfect platform to branch out and do something a little bit different whilst feeding a lifelong love of cooking, food and where it comes from. Being on the edge of the amazing Peak District in which to disappear either on foot, two wheels or four legs suits her down to the ground!
Creators and curators of The CHEF:FIELD brand. The first piece in our festival jigsaw 93ft naturally grow and nurture ideas into bloom . Following this thinking they have created an ambigram for the festival. Once rotated Field becomes Chef and Chef, Field. This reflects the symbiotic relationship between the two as the transformation of field produce into chef delights is celebrated. (try a hover over the marque…) Not wanting to go down a ‘foodie’ trail the ethos behind the brand is to think beyond… using the rather fabulously famous international illustrators Lotie and Nao to get this point across – urban food festival takes on another meaning to thrive amongst the buildings and street life. No stranger to branding in the very public eye 93ft trail blaze in their own blend of creativity and innovation over a range of mediums which takes them UK and Europe bound with ID and graphics, architecture and design, web and product design and development for global brands.