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Pasta Collection
Williams Sonoma

In early 2021, I was challenged to reimagine Williams Sonoma's approach to pasta tools and came to deeply appreciate a type of homemade food I had once thought inaccessible. I expected pasta to be messy, time consuming, expensive; now I make fresh pasta almost weekly. Its ingredients are stunningly affordable. It makes even the simplest dishes shared with friends feel elevated and indulgent. To be honest, some of the best can be made with bare hands, a knife or a fork. However, if you do choose to pick up a few tools to make the job a little easier, the squares or twists or long noodles a bit more consistent, I think those tools should be heavy, warm, well-oiled, perhaps a touch odd. For me, pasta was something new, but for many it is intergenerational. My hope is that, if cared for, these tools might be as well.
Pasta has a long, humble history, yet is a stage of culinary experimentation at numerous up-scale restaurants. Its preparation is a dichotomy between precision and delicious improvisation. Flour is measured to the gram, yet the tried way to adjust a recipe is by mashing your hands into the soft dough and adding a dash of this or that. Such dualities inspired details like the softness of the sculptural wooden handles contrasting the hard, faceted metal surfaces.
MY ROLE
Project lead
Research + positioning
Initial concepts to final tooling
All 3D + final specs
Factory communication
TEAM
Karl Ludeman: Head Design Manager
Cody Proksa: Industrial Designer
PROJECT DURATION
Kickoff: February 2021
Launch: Winter 2022
PHOTO
WSI Creative Team





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