Toronto’s Nadge patisserie completes its limited-edition packaging series with Canadian artists
Toronto-based patisserie Nadège has introduced the six and final original artwork in its limited-edition Artist Packaging Series for its popular line of french macarons. It is by Matthew Del Degan, creator of Lovebot.
The collectors’ series – released over a six-month period – features the imaginative work of six Canadian artists as designed to wrap around a 16-macaron box. From original art works to re-conceptualized iconography, narratives starring favourite characters and a completely staged trompe l’oeil room, the artistic process and resulting designs are incredibly diverse.
The other five artists involved are Virginia Johnson (textile designer, illustrator), Steve Krug (photographer), Jerome C. Rousseau (luxury shoe designer), Rollout (creative studio) and Brandon James Scott (animation artist).
The project is a nod to the vibrant Toronto arts community that continues to inspire Chef Nadège Nourian since founding her eponymous flagship boutique on Queen Street West five years ago: “I was inspired to develop a project that would involve artists from all fields – after all, our Queen West shop is immersed within one of Toronto’s most creative communities. We decided to give artists free reign on a “blank canvas” – our 16-macaron box. The packaging is simply wonderful. I can’t pick a favourite!”
Each box includes a corresponding bio and inspiration by the artist and contains a custom complementary macaron flavour chosen by the artist, developed by chef Nadège Nourian.
The artist boxes were launched monthly and are available for purchase in Nadège boutiques and online for Canada-wide shipping at www.nadege-patisserie.com. Artist boxes are produced in limited quantities and are available from their respective launch dates until quantities last. The Artist Packaging Series box contains 16 macarons.
ABOUT THE ARTISTS
MATTHEW DEL DEGAN, artist and Industrial designer, is the creator of Lovebot, an internationally recognized symbol of love and kindness. He is the leader of the Love Invasion movement that organically grew out of his passion for sharing love and kindness with people all around world. Del Degan’s extrospective design is a whimsical vision of Toronto, intended to inspire an appreciation of city life before you bite into a blissful Nadège macaron.
VIRGINIA JOHNSON Is a textile designer and illustrator based in Toronto, known for her colourful prints that decorate clothing, shawls, stationery and home furnishings. Virginia’s inspiration draws from a property she rented in France one summer called L’Orangeraie in which she explains, “I couldn’t think of anything more fitting than to paint orange blossoms for my favourite French patisserie!”
STEVE KRUG, an award-winning member of the Toronto photographic industry, collaborated with creative director Jennifer Weaymouth to create a dynamic macaron box that has a story to tell. The pair focussed their multi-faceted narrative around the theme of celebration, drawing inspiration from an avant-garde tea party. The team from Krug Studios and prop stylist Christina Yan developed several 3D models to bring an intricate white-on-white scene to life – from carefully placed “spilt milk,” to taping balloons just-so, and the fishing line used to achieve the perfect tumbling chair. Tongue in cheek, modern and technically astute, the no-it-isn’t-yes-it-is trompe l’oeil result is magical, and reflects the aesthetics of both Nadège and Krug Studios.
JEROME C. ROUSSEAU launched his eponymous label with the Fall 2008 shoe collection and has since had his creations worn by A-list celebrities including Charlize Theron, Scarlett Johansson and Miranda Kerr. Rousseau considers modern art, pop culture and nightlife to be some of his biggest inspirations: “I initially think in terms of shape, silhouette and structure when I design. It’s later on that I bring fashion in the equation.” Rousseau’s design features a glamorous lace-up sandal, with ribbons frivolously curling around the box. The illustration, in shades of delicious pink, is one of 30 concepts Rousseau explored to land on his final macaron box design – a stylish ode to the delicate confections that lay within.
ROLLOUT, a creative studio founded by Anita Modha and Jonathan Nodrick, is built on collaborative innovation and perpetual experimentation. Packaging design is a new realm for the team of graphic and industrial designers, whose work scope extends from surface design to immersive spaces. The scaled-down Worth pattern featured on their macaron box design is part of Rollout’s existing iconography – a mashup of punk rock, granny and brothel themes – and has adorned the walls of jewelry boutiques, clothing stores and homes. A sea of repeating X-ray human skulls, printed with beautiful metallic ink for the first time, challenges us to live each day as if it were to be our last.
BRANDON JAMES SCOTT is an animation artist based in Toronto. He is the art director of one of Toronto’s top animation studios and is the creator of the Canadian Screen Award–winning and Emmy-nominated television series Justin Time. For his box design, Brandon developed a narrative-based comic design using characters that frequent his body of work. The four-colour palette used in his pen and ink illustrations lends itself to the night scene that serves as the story’s setting. Scott used each facet of the box for his comic book-style narrative, which features a gathering of animals collecting enchanted berries and performing a mystic macaron ritual. In his work, Scott is inspired by the William Steig quote, “I often ask myself, what would be the ideal life? I think an ideal life would be just drawing.”
Nadège offers a delectable array of high-quality and original gourmandises. Fourth-generation pastry chef and acclaimed culinary talent Nadège Nourian, launched the first location in 2009. The clean modern design of the flagship Queen Street West café – and its sumptuous cakes, macarons, chocolates, biscuits, marshmallows, pastries and sandwiches – have made Nadège a must-see-and-taste attraction for locals and visitors alike. A second location, as well as a new product range, followed in 2011: Nadège on Yonge Street crafts, and exclusively retails, a line of house-made chocolates; 12 flavours range in darkness from 60 to 85 per cent. Nourian delights her customers by continuing to develop new and exciting seasonal collections and projects: chocolate Alphabet Tablets (From A to Z), special cakes and limited-edition macarons, among them. Nadège offers national shipping as well as in-store pick-up via the Nadège e-boutique.
For more info, visit www.nadege-patisserie.com