Ed Dixon Food Design present 'Pranzo Mediterraneo'

Ed Dixon Food Design and Harry the hirer.

Ed Dixon Food Design are a Melbourne based catering and events company with a passion for food that is celebrated by using the best ingredients, seasonal menus, and a simple, fresh philosophy. The term ‘Food Design’ is paramount to their business.

EDFD: We take into consideration all aspects of design when creating our menus and events. Working out of offices in Abbotsford, our dedicated team of professionals work closely and flexibly with clients to create tailored events, both large scale and more intimate. We have worked with Harry the hirer for nearly 18 years (!) and most recently with our contract with the Melbourne Cup Carnival at Flemington Racing Club. 

Tell us about your Style Lab, 'Pranzo Mediterraneo'?

EDFD: 'Pranzo Mediterraneo' is a Mediterranean Lunch - just imagine the day starting with a coffee and some sweet delight overlooking the glistening Mediterranean sea. A wander through a hilly town with simple architecture which we all aspire to, thoughts of history and time and awe. Then a morning dip from on a pebbled beach, crystal waters, incredible rocky landscapes, then its time lunch!

With a guest list of inspirational icons over time. Sophia Loren, Galileo Galilei, Cleopatra, Maria Callas, Massimo Bottura, Rafael Nadal, Carme Ruscalleda.

A spritz, a relaxed summer meal, beautiful simple food, stylish surroundings, a magic view, and fantastic service.

How did you conceptualise this idea?

EDFD: Easy, our whole team are constantly travelling- both literally or in our minds. Inspiration comes from these experiences, social media, magazines, blogs and friends. We are always sharing the details: the food, drinks, service, furniture, setting and flowers. With the help of Harry the hirer we are able to recreate these experiences to transport our clients right there from Melbourne.

What do you think creates a successful space?

EDFD: We are in the business of food, bevies & impeccable service. It’s all about good times! We love telling a story with our events and creating an experience for our clients. Every client is different as is their brief. Number one for us with design choices and a successful space is – will it work for us to deliver the food and beverage at the level of service that we are known for. Detailed layout plans, walkthroughs and enough space for the dance floor are paramount for us.

What is your favourite design element or principle?

EDFD: With design we need to take into account all of these elements; colour, texture and form – you need a balance of all of these aspects for an interior to work. Our goal is to add an element of surprise, maybe something that is not a perfect match, even a clash. We feel this results in a more interesting concept.

What trends do you see emerging in 2019?

EDFD: Colour as well as texture; we love that people are being bold with colour choices. The old days of things matching are gone. Pattern, colour, texture - it’s totally our vibe. The great news is with events it’s not forever it’s just for a brief period, you don’t need to live with it forever so be brave!

What are your favourite types of events to attend?

EDFD: Celebrations with people we love, friends, family, colleagues. Our ‘families’ are golden and we love to remind them by gathering around a table. It’s pretty simple, sharing a meal together is the best kind of celebration. If you have great food, wine and friends all you need is a giggle.

What your favourite Harry the hirer piece?

EDFD: The Arc Drinks Trolley, we love the colour choices and plan to use it not just for drinks. Perhaps for Champagne, or Oysters, Desserts, Cheese, or Spritz?! 

And lastly, your favourite Melbourne hangout, or place to go to for inspiration?

EDFD: Everyday - Market Lane Coffee: Don’t speak with us until we have had our daily fix! With family, we love going to Meletos in the Yarra Valley, or Din Tai Fung for yum cha, or the kitchen at Pellegrini’s - don’t forget to have the crème caramel. For delicious food, Caffé e Cucina, Movida, Bar Carolina, Marion (all of Andrew Mc restaurants, actually), and Embla & Lesa. And for fun, State of Grace, The Everleigh and Peaches.