The Parmigiano Reggiano Design Challenge is currently accepting applicants for its 2021 competition. The brief requires designers to elevate the human experience through products that celebrate authenticity concerning the journey of enjoying a meal. Parmagiano Reggiano has been making cheese in the same region of Italy for almost 1,000 years. As one of Italy's most renowned brands, its competition cements its role as a cultural icon.
Participants can submit product concepts inspired by authenticity in three categories: cooking, eating, and sitting. Designers can register their concepts for a chance to win a free trip to Italy. All submissions will be judged by a panel of jurors composed of design industry visionaries. The free competition is accepting proposals until September 15th, 2021.
Image Credit: Parmigiana Reggiano / Yanko Design
Why This Trend Is Growing
- Authenticity-inspired Design
- The Parmigiano Reggiano Design Challenge showcases the trend of designing products that celebrate authenticity through the culinary journey.
- Location-specific Branding
- Parmigiano Reggiano's long-standing history and cultural significance demonstrate the trend of location-specific branding and cultural icon status for brands.
- Competitions for Brand Awareness
- The Parmigiano Reggiano Design Challenge highlights the trend of hosting competitions to increase brand awareness and engagement.
Industries Being Reshaped
- Food and Beverage
- The challenge falls within the food and beverage industry, presenting industry participants with the opportunity to reimagine the culinary journey and enhance it with innovative design solutions.
- Design
- The competition targets designers as participants and presents them with the opportunity to showcase their design skills while incorporating the cultural significance of Parmigiano Reggiano into their work.
- Tourism
- The competition's prize of a free trip to Italy provides an opportunity for the tourism industry to leverage this event to attract visitors to the area.
