00:00 Norbert Wild, you are the head of the design collection of the Museum of Design Zurich.
00:07 Can you introduce yourself? What is your function here and your daily business?
00:16 My main job is to be the curator of the design collection here, which is one of four collections
00:27 the Museum of Applied Arts in Zurich does have. We sometimes do exhibitions as well
00:34 in order to represent what we have in the collection. We focus on themes which are closely
00:42 linked to everyday life as takeaways. This for instance is if you walk through a city
00:54 like Zurich, you realise very quickly that the takeaway has improved, has an impact on
01:01 our everyday life. It is like observing and then trying to find an answer to questions.
01:09 How important for you is the design of the dishes, the tools you eat?
01:23 It becomes very important. Personally I don't really care as long as it is not environmental
01:30 badly. But as you can realise the restaurants do a very good job and they do invest a lot
01:38 of money to bring up the aesthetics of the cups and dishes. This has to do because the
01:51 influence of Asian food is becoming so important and Asian food is in itself very aesthetically
01:58 done. So this has also changed how it is wrapped and packed.
02:07 Did you ever eat eatable dishes? Things you can eat?
02:18 This is a fashion ten years ago. They tried to do that. They had for instance the railway
02:25 service had this kind of food, had these cups which would actually be bread and they served
02:34 a soup in it and then you were supposed to eat this bread after. I didn't like it.
02:47 I think that's the reason why it didn't make any impact.
02:49 It doesn't work now. You do not like to eat something everybody has touched.
02:56 Are there any companies specialised in designing fast food tourist dishes?
03:02 Yes, there are a lot. It's a huge business. They are located mostly in Italy or in the
03:13 north of Europe. They have some very big companies to do that. There is another section of companies
03:20 who are distributing them which in itself is a very big business as well. But mostly
03:31 they are connected with a company who does packaging. That's a very close link together.
03:43 Are there any companies specialised in that?
03:45 Yes, there are quite a few.
03:47 Are there SICK bottles?
03:49 Yes, I actually wouldn't know by heart but I think it's in January. So we have invited
03:56 the inventor of the SICK bottle, the person who designed it, but also the manager who
04:11 was responsible at that time to bring this object on the market. One thing is the idea
04:18 to make this bottle a lifestyle product but then you still have to do it. The marketing
04:28 boss at that time did a very good job.
04:35 I think it's a worldwide known company.
04:38 It's very successful.
04:41 It's almost like the Swiss Army knife.
04:45 Not quite but it's close to it.
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