(via Press Release)
This week, Via Alta Productions– Mario Batali’s production company creating innovative food, cooking and lifestyle programming in the digital space – officially unveiled its new production studio and state-of-the-art test kitchen.
A beautiful and modern space, the Via Alta Studio is located in Manhattan’s Flatiron District. It provides a space to film and photograph a number of Via Alta Productions’ projects, including its weekly “How to Tuesday” series, as well as upcoming creative “out-of-house” projects with various chefs and friends of Via Alta. In officially launching the kitchen, Mario plans to take Via Alta to the next level and create a steady flow of both in-house projects and other culinary and lifestyle productions.
The studio is furnished by Manhattan Center for Kitchen & Bath (MCK+B), Jenn-Air®, and Caesarstone®. It is a concept built of smart custom design and quality materials and appliances, featuring advanced functionality, simple sophistication and minimalist versatility that allows the style and tenor of shoots to be easily adaptive, depending on the project.
“The studio kitchen will take Via Alta’s programming to the next level! A camera-ready space is critical for our future production endeavors. But we’re also excited to use the space for other projects like large and small-scale photo shoots, media interviews, demonstrations and recipe development for both in-house and out-of-house friends and family,” says Mario Batali, chef and founder of Via Alta Studios.
Gregory Hitchcock of MCK+B designed the kitchen. He worked closely with Mario’s team and his restaurant designers to create a kitchen that not only looks attractive, but functions like a professional kitchen and creates beautiful imagery on-screen. Mario’s hands-on approach to the design and function created the perfect blend of a “home” kitchen that functions well for a professional chef and also looks fantastic when filmed.
The custom cabinetry was provided by Cesar, a luxury kitchen cabinetry company from Pramaggiore (near Venice). Cesar’s philosophy is a symbiosis of exquisite design, industrial innovation, skilled artisanship, ergonomics, individuality and agelessness. Hitchcock chose a functional and eye-catching Cesar model, called “Kora,” where the open units and different sizes revolutionize the usual repetitive sequence of identical modules. It’s put together like a puzzle and meets modern living requirements in a self-assured and lively way.
Via Alta also partnered with Jenn-Air appliances, whose high performance and sleek appearance helped round out the modern and clean feel of the space. Their luxury kitchen appliances are known for their sophisticated design, innovative technology and exceptional performance.
Quartz Countertops were provided by Caesarstone, with a honed finish with a neutral palette to diminish reflection when filming, creating a clean and elegant look that focuses attention on the food.
Additional partners and Mario’s licensees donated products to the kitchen to help fully stock the test kitchen. These include, KitchenAid, Lenox, OXO, Fletcher’s Mills, Summer Garden Food, Mario Batali by Dansk, Mario Batali by Madeira, and La Colombe Coffee Roasters.
About Via Alta
Chef Mario Batali founded Via Alta Productions in 2012 with the goal of bringing creative and original food programming to the new and ever-evolving digital space. Armed with an uber-talented staff of chefs, pastry gurus and wine geeks, Via Alta and the Mario Batali team are uniquely poised to create content with a level of access seldom seen before in the world of food programming.