Infiniti & Museum of Food and Drink partner to launch “MOFAD Lab” in New York

NASHVILLE, Tenn. – The Museum of Food and Drink (MOFAD) will open its first brick-and-mortar space in the New York neighborhood of Williamsburg in October, MOFAD leadership announced today.

MOFAD Lab, a 5,000 square foot exhibit design studio along McCarren Park, will enable MOFAD to design, create, and present its exhibit concepts to New York. It represents a critical first step toward MOFAD’s ultimate goal of opening the world’s first large-scale museum with exhibits you can eat.

“This is a defining moment for the Museum of Food and Drink,” said Peter J. Kim, executive director of the Museum of Food and Drink. “We finally have a place of our own to demonstrate our ambitious vision for a world-class food museum that is fun and accessible for people of all ages. We are honored to partner with Infiniti and Eater to realize MOFAD Lab.”

Sponsored by Infiniti, and in programmatic partnership with Vox Media and Eater NY, MOFAD Lab will open to the public on October 28, 2015, with “Flavor: Making It and Faking It,” a multisensory exhibition that will show how the flavor industry separated flavor from food and came to dominate what we eat. In “Flavor,” visitors will go on an adventure through the physiology, science, history, and culture behind flavor — tasting and smelling the entire way.

MOFAD Lab will also serve as the organization’s operational base as it works toward opening a permanent 30,000-square-foot Museum of Food and Drink in New York City by 2019.

“Curiosity and knowledge have always been a part of Infiniti’s culture,” said Allyson Witherspoon, director of Marketing Communications and Media, Infiniti USA. “Through this exciting partnership with MOFAD and Eater, we’re supporting a truly one-of-a-kind museum and reaching a unique consumer audience in those who visit the MOFAD Lab space in Brooklyn and through a variety of compelling online content.”

Once open, MOFAD Lab will host a dynamic calendar of public programs aimed at sparking curiosity about the food we eat — including guided tastings, panel discussions, food science demos, and interactive workshops for visitors of all ages.

MOFAD exploded onto the scene two years ago with its first mobile exhibit “BOOM! The Puffing Gun” and the “Rise of Cereal.” At its most recent appearance at the World Maker Faire in September 2014, “BOOM!” drew more than 10,000 visitors to watch the cereal-puffing gun in action. Since then, the nonprofit has grown dramatically, drawing the support of such distinguished advisors as Mario Batali, Questlove and Harold McGee.