- In partnership with INFINITI, MOFAD Lab marks crucial step toward opening a permanent Museum of Food and Drink in New York
- First exhibition space to open in October
- Exhibition “Flavor: Making It and Faking It” will showcase physiology, science, history, and culture of flavor
NASHVILLE, Tenn. – The Museum of Food and Drink (MOFAD) will open its first brick-and-mortar space in the New York neighborhood of Williamsburg in October, MOFAD leadership announced today.
MOFAD Lab, a 5,000 square foot exhibit design studio along McCarren Park, will enable MOFAD to design, create, and present its exhibit concepts to New York. It represents a critical first step toward MOFAD’s ultimate goal of opening the world’s first large-scale museum with exhibits you can eat.
“This is a defining moment for the Museum of Food and Drink,” said Peter J. Kim, executive director of the Museum of Food and Drink. “We finally have a place of our own to demonstrate our ambitious vision for a world-class food museum that is fun and accessible for people of all ages. We are honored to partner with INFINITI and Eater to realize MOFAD Lab.”
Sponsored by INFINITI, and in programmatic partnership with Vox Media and Eater NY, MOFAD Lab will open to the public on October 28, 2015, with “Flavor: Making It and Faking It,” a multisensory exhibition that will show how the flavor industry separated flavor from food and came to dominate what we eat. In “Flavor,” visitors will go on an adventure through the physiology, science, history, and culture behind flavor — tasting and smelling the entire way.
MOFAD Lab will also serve as the organization's operational base as it works toward opening a permanent 30,000-square-foot Museum of Food and Drink in New York City by 2019.
“Curiosity and knowledge have always been a part of INFINITI’s culture,” said Allyson Witherspoon, director of Marketing Communications and Media, INFINITI USA. “Through this exciting partnership with MOFAD and Eater, we’re supporting a truly one-of-a-kind museum and reaching a unique consumer audience in those who visit the MOFAD Lab space in Brooklyn and through a variety of compelling online content.”
Once open, MOFAD Lab will host a dynamic calendar of public programs aimed at sparking curiosity about the food we eat — including guided tastings, panel discussions, food science demos, and interactive workshops for visitors of all ages.
MOFAD exploded onto the scene two years ago with its first mobile exhibit “BOOM! The Puffing Gun” and the “Rise of Cereal.” At its most recent appearance at the World Maker Faire in September 2014, “BOOM!” drew more than 10,000 visitors to watch the cereal-puffing gun in action. Since then, the nonprofit has grown dramatically, drawing the support of such distinguished advisors as Mario Batali, Questlove and Harold McGee.
Advance tickets will be available beginning September 28. For more information, visit lab.mofad.org.
About INFINITI
INFINITI Motor Company Ltd. is headquartered in Hong Kong with sales operations in over 50 countries. The INFINITI brand was launched in 1989. Its range of premium automobiles is currently built in manufacturing facilities in Japan, the United States and China. Production in the UK will start in 2015, bringing with it significant expansion of the brand’s portfolio. INFINITI plans to also expand manufacturing into Mexico by 2017.
As the Title Partner and Vehicle Performance Partner of INFINITI Red Bull Racing, INFINITI has a far-reaching technical collaboration with the four-time FIA Formula One World Championship winning Team.
More information about INFINITI, its Total Ownership Experience® and its industry leading technologies can be found at www.infinitiUSA.com. For the latest news on INFINITI, visit INFINITINews.com. You can also follow us on Facebook, Twitter, Instagram, LinkedIn and see all our latest videos on YouTube.
About MOFAD
The Museum of Food and Drink (MOFAD) is a 501(c)(3) nonprofit that is launching the world’s first large-scale food museum with exhibits you can eat. Its mission is to change the way people think about food and inspire day-to-day curiosity about what we eat and why. MOFAD has drawn accolades for its innovative exhibits and programs, including its explosive first exhibition, BOOM! The Puffing Gun and the Rise of Cereal, which featured a 3,200-pound breakfast cereal-puffing machine, and MOFAD Roundtable, its ongoing series of debates on food issues such as the future of meat and the role of GMOs in food.
About Vox Media
Vox Media is redefining the modern media company by empowering the smartest digital voices with the technology to create and distribute premium content, and connect with an audience of 165 million affluent and educated young adults worldwide. Vox Creative is Vox Media's in-house group of designers, directors, storytellers, and creative coders whose mission is to help its clients build custom advertising experiences that are as appealing, engaging, and powerful as the editorial content across Vox Media.
Vox Media is eight distinct media brands: Vox.com (General News), SB Nation (Sports), Polygon (Gaming), The Verge (Technology and Culture), Re/code (Technology and Business), Eater (Food and Nightlife), Racked (Shopping, Beauty and Fashion), and Curbed (Real Estate and Home).
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Contact:
For INFINITI U.S. Communications, contact:
Nick Twork
Director Corporate Communications
INFINITI Americas
(615) 725-4038
nick.twork@infiniti.com
Kyle Bazemore
Senior Manager
INFINITI USA Communications
(615) 725-3210
kyle.bazemore@infiniti.com
For MOFAD Communications, contact:
Madeline Kaye
Madeline.Kaye@berlinrosen.com
(646) 200-5297 or (646) 369-8226
Fay Sliger
Fay.Sliger@voxmedia.com
(716) 307-6134
