Cover When art meets cuisine art, it also nourishes the soul
When art meets cuisine art, it also nourishes the soul
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When art becomes cuisine art, not only is the dish transformed, it also nourishes the soul.
In the realm of fine dining, a memorable meal goes beyond flavour; it is elevated by the artistry behind it. As Angie Mar, chef and owner of Les Trois Chevaux, once reflected: “I always categorise restaurants into two groups: places to eat, and places to enjoy. I like my restaurants to be in the second group.”
From the opulent banquets of 18th- and 19th-century European aristocracy, cuisine art has long been viewed as a creative discipline. But it was not until 1958, when Alfred H. Barr, then Director of MoMA, proposed exhibiting Mark Rothko’s paintings at the Four Seasons restaurant, that the intersection of food and fine cuisine art truly came into focus. Though the project was never realised, it opened doors to new creative dialogues.
Above The line between culinary craft and visual art remains fluid (photo: Aiii House)
The line between culinary craft and visual art remains fluid (photo: Aiii House)
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Today, establishments such as Massimo Bottura’s Osteria Francescana and Julien Royer’s Odette offer more than exquisite meals, they present immersive artistic experiences. Still, the line between culinary craft and visual art remains fluid.
Chef Richard Corrigan, reflecting after a morning with Francis Bacon’s visceral works, noted that what he most craved wasn’t a meticulously plated 12-course tasting menu, but perhaps just a piece of warm, buttered bread with bacon.
Above The line between art and cuisine remains open to interpretation
The line between art and cuisine remains open to interpretation
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To explore this rich intersection of cuisine art further, we turn to the perspective of Duc Bui, Creative Director of FPDB Creative, and Alain Pham, Executive Chef at Aiii restaurant, both of whom are shaping some of today’s most imaginative dining experiences.
The “anatomy” of the creative process
Creative Director Duc Bui
Above For Creative Director Duc Bui, weaving artistic elements into a fine dining space is more than aesthetic
For Creative Director Duc Bui, weaving artistic elements into a fine dining space is more than aesthetic
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For Creative Director Duc Bui, weaving culinary artistic elements into a fine dining space is more than aesthetic, it's a deliberate strategy to heighten sensory engagement. This approach transforms a meal into a holistic journey: an encounter that invites the diner to see, hear, touch and feel as if they were stepping into an artwork.
Above Duc Bui believes artistic integration heightens sensory engagement and transforms the dining experience into something immersive
Duc Bui believes artistic integration heightens sensory engagement and transforms the dining experience into something immersive
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According to Bui, this creative fusion manifests in various forms through plating, interactive food presentation, curated interiors, and even the ambient sounds or live performances that accompany the meal. Each element becomes a point of artistic connection.
One standout project is Tales by Chapter, a zero-waste, plant-based restaurant whose design Bui and his team helped shape. Upon entering, guests are greeted by a sculptural heart installation, a subtle yet striking centrepiece that encapsulates the restaurant’s ethos and introduces its culinary narrative through cuisine art.
Above Tales by Chapter, a zero-waste, plant-based dining experience
Tales by Chapter, a zero-waste, plant-based dining experience
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Vietnam’s cuisine art fusion is still evolving when placed beside more established global counterparts. It is a phase of discovery and refinement where distinctive ideas are being studied and gradually embraced with intent. The pace of growth has been remarkable, driven in large part by the F&B industry’s rapid expansion, particularly as a wave of high-end dining concepts begins to emerge.
Above For today’s discerning diners, particularly those seeking more bespoke encounters, these creative flourishes matter more than ever
For today’s discerning diners, particularly those seeking more bespoke encounters, these creative flourishes matter more than ever
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While food remains central, the integration of artistry plays a significant supporting role serving as a captivating layer that draws attention and enriches the overall experience. For today’s discerning diners, particularly those seeking more bespoke encounters, these creative flourishes matter more than ever.
Above One thing that chefs and artists often struggle with is the right intersection between the chef and the artist, or in other words, between the different expressions of art
One thing that chefs and artists often struggle with is the right intersection between the chef and the artist, or in other words, between the different expressions of art
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One of the recurring challenges for both chefs and artists lies in finding the right point of connection where culinary craftsmanship and artistic expression can coexist without competing. The question often arises: how does one uphold the integrity of the food, while ensuring that the artwork does not overshadow it or confuse the sensory focus?
Above The most important step in strategizing an art event in a restaurant is agreeing on an art-culinary approach
The most important step in strategizing an art event in a restaurant is agreeing on an art-culinary approach
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Duc Bui explained: “The most critical step in shaping a cuisine art-driven dining experience is reaching consensus on how art and cuisine will align. From the early discussions to execution, clarity is key, particularly around where investment is needed. Merging these two worlds requires more than creativity; it demands significant resources, from financial support to team capacity and time. So any plan must be anchored in the restaurant’s core identity.”
Above Each accompanying art product carries a symbolic message, intentionally arranged to visualize the idea, creating an overall image that closely follows the concept and makes a strong impression
Each accompanying art product carries a symbolic message, intentionally arranged to visualize the idea, creating an overall image that closely follows the concept and makes a strong impression
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One of the most unconventional and thrilling projects to date was the debut tasting menu at Aiii restaurant, conceived by FPDB Creative. The entire concept revolved around the image of electric poles. “We used that imagery to build a consistent visual language for the menu,” Duc Bui said. “It felt contemporary, odd, but somehow nostalgic too.”
Above Aiii Restaurant, conceived by FPDB Creative
Aiii Restaurant, conceived by FPDB Creative
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Drawing inspiration from a child’s-eye view, specifically—memories of scaling poles to overhear neighbours—FPDB reimagined scenes from Southern Vietnamese alleyways using all five senses. The result was layered and immersive. Every artistic element, from the typography and layout to the ambient sound of a bustling dinner, contributed to the overall vision. The imagery felt spontaneous but was meticulously crafted to echo the central concept and leave a lasting impression.
Above FPDB Creative took an unexpected approach to branding—by deconstructing ingredients
FPDB Creative took an unexpected approach to branding—by deconstructing ingredients
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In a more recent collaboration with Tales by Chapter, FPDB Creative took an unexpected approach to branding by deconstructing ingredients. “We used MRI scans and X-ray images of plant-based materials,” Bui explained, “and compiled them in a minimalist dictionary format. The result was deliberately curious and visually strange, designed to spark intrigue before the meal even began.”
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He believes that the scope for weaving art into Vietnam’s fine dining scene remains broad and full of promise. Yet for such a model to endure, its creative spark must arise from the nation’s cultural heart anchored in values that are deeply Vietnamese.
“When art grows from cultural soil, it not only pleases the eye but adds resonance and dimension to the entire experience. These values are timeless because they are both singular and enduring. When we approach food and art through culture, we preserve, elevate and share something essential,” he says.
The art of carving meaning and taste
Chef Alain Pham
Above When creating a menu, I often wonder, can this dish reflect the stark drama of Caravaggio, the abstraction of Rothko, or the tactile richness of sculpture?
When creating a menu, I often wonder, can this dish reflect the stark drama of Caravaggio, the abstraction of Rothko, or the tactile richness of sculpture?
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“When creating a menu, I often wonder, can this dish reflect the stark drama of Caravaggio, the abstraction of Rothko, or the tactile richness of sculpture?” muses Chef Alain. Having honed his craft under culinary greats like Laurent André and David Bizet, he continues to chase a personal, artistic vision through every course he conceives.
Above Chef Alain once pondered the question of how art influences the way he creates menus and presents dishes.
Chef Alain once pondered the question of how art influences the way he creates menus and presents dishes.
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“What excites me isn't replicating an image,” he says, “but capturing its essence, transforming the spirit of a painting into flavour, texture and sensation.” For him, a memorable dish engages more than the palate; it stirs the senses, builds anticipation, and lingers like a painting long after it’s gone.
Above The chef believes that a good dish is not just a combination of taste, but also lies in the way it affects the sight, touch, and even the sense of anticipation
The chef believes that a good dish is not just a combination of taste, but also lies in the way it affects the sight, touch, and even the sense of anticipation
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When asked whether he would favour visual impact or flavour, Chef Alain’s answer is clear. “Taste always comes first. A beautiful dish may catch the eye momentarily, but it’s flavour that speaks to the soul and lingers in memory. I want my food not just to be admired, but remembered.”
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This kind of emotional depth, he adds, comes from technical mastery, creative confidence and a strong vision. From concept to plating, every decision, on flavour, on form, builds towards a culinary language that is unmistakably one’s own.
Above “A ‘beautiful’ dish can attract the eye in a split second, but only taste can touch the emotions and stay in the memory.”
“A ‘beautiful’ dish can attract the eye in a split second, but only taste can touch the emotions and stay in the memory.”
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“Beauty in food lies in harmony,” he continues, “the interplay of flavour, texture and feeling. But above all, it’s about understanding the complete experience. A dish doesn’t exist in isolation. Fine dining doesn’t need to announce itself as art. If it moves someone into silence and stays with them afterwards, then the art is already there.”
Above A meal becomes art not through effort alone, but when it stirs the emotions (photo: Aiii House)
A meal becomes art not through effort alone, but when it stirs the emotions (photo: Aiii House)
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The artistic spirit of the table dates back to the 18th and 19th centuries, when elaborate feasts hosted by European aristocrats became stages for elegance where refinement took precedence and artistry elevated every course. “A meal becomes art not through effort alone,” he says, “but when it stirs the emotions it is through a thoughtful concept, a story that lingers, and a harmony that whispers, not shouts.”
Chef Alain draws the parallel clearly: “A painting isn’t just colour, nor is music simply a string of high notes. In the same way, food is more than flavour. It is intention, an orchestration of emotion, memory and the invisible dialogue between people and the world around them.”
Above In art, there are no boundaries. But in the kitchen, structure plays its role.
In art, there are no boundaries. But in the kitchen, structure plays its role.
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When artists collaborate, there are bound to be tensions, moments that feel almost maddening. Alain knows this well. And while he honours the creative freedom of fellow artists, he holds fast to his own voice. In art, there are no boundaries. But in the kitchen, structure plays its role.
What fascinates him is not avoiding the friction, but turning it into a force. “There are moments of madness,” Alain admits. “The artist may crave chaos, while food asks for order. Often, I find myself defending the essence of the dish, knowing I can’t control it all—and maybe I shouldn’t.”
In the end, perfection isn’t the goal. True longevity in blending art with cuisine, Alain believes, doesn’t come from novelty alone, but from making each idea resonate, carrying its meaning forward with time.
Above A dish can make an instant impression with its creativity, but for it to last, it must have a reason to be remembered.
A dish can make an instant impression with its creativity, but for it to last, it must have a reason to be remembered.
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“A creative dish might dazzle in the moment, but to endure, it must have meaning,” he reflects. “That comes from cultural depth, emotional resonance, and a guiding philosophy. It’s an ongoing conversation between emotion and experience.” He compares it to Eugène Jansson’s devotion to blue, each tone a different echo of Stockholm’s landscape.
Once that signature is found, like a master painter’s palette, it becomes a guiding mark. However the form evolves, those who taste it will know exactly who created it.
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