Katrina Markoff is a rare breed of creative people in the business world. Her instincts and open-minded approach are refreshing and magnetic. As the Creative Director for her company, Vosges Haut-Chocolat, I've had the pleasure of collaborating with her and I can tell you - it's exhilarating.
Katrina's Creative Process :
While my ideas often come together organically, the creation of a new collection is never without meaning. There are 4 steps that I conduct in the creation of my chocolate collections that could apply to any medium…
STEP 1: FALL IN LOVE
My first step, and the origin of everything thereafter, is the act of falling in love with either beauty, curiosity or cause. Whether it be the intrigue of wattleseed, a food staple of the Aboriginal culture, the beauty of Antoní Gaudí’s cathedral, La Sagrada Família or the women of Afghanistan working in a beauty parlour.
STEP 2: INSPIRATION
With love there is no thought only feeling and it inevitably floats me to the next step of inspiration. A moment of transparency comes and the inspiration transforms into a vision of connectivity to my craft. Listening carefully, I hear the vision with clarity, allowing me to translate the love into my medium of chocolate storytelling.
STEP 3: ACTION
The action is not just dreaming and leaving the thoughts in the clouds, but actually DOING something to physically create the idea. It is the pivotal moment. I act so as not to lose the idea to the fires that flare up around me in a moment’s notice. I take action to create the collection out of dire need for it to tangibly exist. It is never perfect, for if it were it would never be born.
STEP 4: EXPERIENCE
Finally, there is the experience. The inspiration, ingredients and story create the final experiential interaction of each product with YOU. You are the experience of this original love manifestation. You embark upon your personal, sensory journey: the loosening of the ribbon and lifting of the boxes, the dissemination of a message, the interpretation of new parfums and the connection with your senses. If due to this experience, you stop and think about something in a new light, open your mind to a novel idea and possibly create through your medium, then this is a success.
With any luck your newfound love sparks you and the cycle of love begins again.
FALL IN LOVE > INSPIRATION > ACTION > EXPERIENCE > FALL IN LOVE >
Peace, love and chocolate, Katrina