WALLACE™ is a design, artistic direction and food styling office
As the first food styling studio in Paris, we combine our expertise in the gastronomic arts and the film industry.
We present the essence of culinary culture through the perspective of various media. We celebrate the beauty, traditions and unique history of food.
WALLACE™ imagines and shapes with and for the creative and audiovisual industries the culinary, cultural and aesthetic trends that will inspire images and audiences of all ages around the world.
We “feed” the lens of directors, screenwriters and art directors.
Brand content specialists WALLACE™ work to highlight your product or brand through storytelling and the creation of a unique visual universe. The aim of this strategy is to convey and communicate the brand’s values and vision to its consumers. The goal is to touch the target audience in an intimate way to create a strong emotional bond with them. In short, it’s about getting the audience to adhere to the brand’s values.
WALLACE™ restores meaning to these brands through a thoughtful visual and culinary strategy and a carefully crafted objective.
We analyse and uncover the brand’s DNA, then bring it to life.
We bring a modern vision to life through sophisticated, authentic food styling that appeals to today’s and tomorrow’s consumers.
Our mojo: sublimate a heritage, modernise an image and reconnect a brand with its audience.
The aim of CAHIERS WALLACE™ is to imagine culinary products and their variations and presentations around a scene, a scenario, a character or a story – contemporary or historical – with that extra “French touch” and creativity that makes French gastronomy shine all over the world.
The CoWall® color chart is entirely dedicated to the culinary arts, allowing international productions to decide on the visual aspects of food and dishes to match the veracity and artistic direction of a film.
Because every detail counts.
Wallace™ Studies help professionals in the film and audiovisual industries to place their scenes in time and in the world without anachronism.
The studies are also adapted to so-called fictional projects to help productions (scriptwriters and ADs) to capture the evolution of cooking styles, past and present aesthetics to anticipate and create products and ways of consumption that are outlandish, dreamlike and anticipatory.
QUANTUM BITE
Earth in the year 3025, another universe, another space-time. What does a Saturnian eat? How to survive in a hostile country.
Isn’t the ability to eat part of what makes us human?
COLORFUL
Backdrops, country lunches or joyful lunches, flowers and color are guests in scenes ranging from the mundane to the gigantic. But how to create a style?
BANQUET
A true inspiration for wedding scenes and festivities, the banquets of mid-19th century Paris represent a grandiose, carnal celebration.
PRE-PRODUCTION
Work with teams:
– Advice on the integration of culinary elements in the scenario.
– Creation of culinary trend books to visualize the desired atmospheres (different possible combinations; dishes, tableware, time period).
– Brainstorming for dishes adapted to the narrative and visual context.
– Historical and cultural research to guarantee the authenticity of dishes, culinary practices and table art.
Culinary planning:
– Coordination with accessories designers to select tableware, utensils and decorative elements.
– In-house pre-production work: preparation of technical sheets for each dish or food item, shopping lists based on precise ingredients and faithful to the scenario, purchase of raw materials.
– R&D of recipes to ensure reproducibility and durability of dishes during shooting (lighting, weather conditions, allergies, timing, rehearsals).
– Production of dishes in advance (D-1 shooting)
PRODUCTION
Mobile kitchen or food truck setup depending on space:
– Work on site in the kitchen to maintain the freshness and aesthetics of the food.
– Plating with a sense of aesthetics and narrative.
– Flexibility & Speed: We always have our “culinary toolbox” with us in quantity and variety in case the director decides to change a scene and add an unplanned food element.
Set-up on set:
– Strategic placement of dishes to optimize their appearance on screen.
– Regular retouching of food to keep it appetizing (spraying, repositioning, etc.).
– Assist prop-makers in seamlessly integrating food into scenes.
Actor training:
– Training actors to handle food in a way that is credible and consistent with their role (table manners, specific gestures, realistic interactions).
– Training in the use of specific utensils (knives, chopsticks, mortars, etc.).
– Training in on-screen food preparation techniques (chopping, kneading, mincing, etc.).
WALLACE™ was born from a passion for cinema and gastronomy: two great arts for its founders.
The meeting took place in a nail salon in Paris: one was doing her nails in “violet, not too indigo” to match the set of a photo shoot, the other was looking for the “mauve, not really lilac” varnish that would refer to the tarts she was going to stage on David Fincher’s set.
The varnish will have time to dry: the conversation will last 3h30 until the salon closes…
This was the beginning of the story of WALLACE™ and CoWall®. Since then, the days have been filled with colorful brainstorming, visions, mood and story boards, dressing rooms and studios, “moteurs”, crossings of Paris and its inspiring Wallace fountains, and above all, cinema.
Caroline le Touzé took part in the M6 show “Mon gâteau est le meilleur de France” (My cake is the best in France) and then trained at the Lenôtre or the Ritz until she obtained her CAP in pastry. After creating the Galizé biscuits factory – continuing the family tradition of making the famous Limousin madeleines – she specialized in Food Styling.
After working in Canada and New York, Ange Macias founded a graphic design studio in Paris in 2000 with David Carson – New York art director – dedicated to luxury brands. She has worked for major brands such as Billecard Salmon, Le Printemps Haussmann, Armani Dolci, Amorino, My Berry and Regent’s Park.
In 2015, she founded “M&M Food Agency. An exceptional event agency that brings together the finest Parisian products for co-curated events.
Contact us
The Wallace team is ready. Let's talk about your culinary projects in film, art direction or events.
Definition
WALLACE™ is an audiovisual and film industry consultancy dedicated to the food and beverage industry. We accompany film, TV and documentary productions, food and beverage brands to help them understand the times and create their future. We work with directors and DAs to define the direction of gastronomic scenes, and with our trade clients to define their brand strategies to make them more desirable and improve the performance of their business models.
References
Peninsula Production, First Step, Netflix, HBO, Apple, Prime vidéo, Emily in Paris, The Killer, Slow Horses, Julia, The Crown