Food and Culture Festival
Harlem EatUp! is an uptown festival produced by Marcus Samuelsson Group in partnership with Karlitz & Company. Nationally and locally renowned artists celebrate Harlem’s culinary, fine and performing arts for one very special weekend each May.
Events include a dine-out dinner series, culinary demonstrations, panel discussions and a Sunday afternoon block party. We developed the event identity and took the challenge as an opportunity to capture the renaissance happening in Harlem right now.
The Harlem EatUp! system needed to come alive, like jazz. Improvisation is a key element of jazz. A composition is rarely played the same way twice, but always works within an established chord progression, scale or mode.
The EatUp! “mode” is a strong center line – for balance – and specific relative proportions – for scale. The order and stacking of elements shifts left and right. Color varies. But the composition as a whole maintains balance.