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.
In order to best meet the needs of productions, our creations are designed to help and assist teams: upstream with the director or artistic director, or on set with set decorators and prop masters. Our labs specialize in the processing of culinary substitutes (or replacement ingredients), and our design office is well-versed in culinary history and ensures that customs and traditions are respected throughout the story.
For the director
The product becomes a character in its own right: it describes a world, the characters’ state of mind, their social position. The director then uses a dish, a table, or a recipe to engage the viewer and make them feel an additional emotion without dialogue.
For the artistic director
Along with lighting and decor, food contributes to the visual and artistic vision of a production. A lavish banquet or a rustic dish shapes the understanding of a theme and a visual and graphic positioning. The colors, textures, reflections, and even the profusion or, conversely, the frugality of a meal must support a powerful aesthetic.
For the actor
To ensure that the necessary number of takes can be filmed, certain dishes (which are always edible) must be eaten or chewed a number of times. It is important to produce light meals that take into account the actors’ special diets so that eating and re-eating does not hinder the action.
Our culinary trend books aim to imagine products and their variations and presentations based on a scene, a scenario, a character, or a story—whether current or historical—with the added “French touch” and creativity that makes French cuisine shine around the world.
Our experience in graphic design, food concepts, scenography, and food styling has enabled us to launch a series of dedicated training courses available from 2026 on the Succesfood platform.
These digital training courses, coached by experts, will enable professionals, audiovisual students, and art directors to broaden their knowledge with specialized modules.
As a brand content specialist, WALLACE™ works to promote your product or brand through storytelling and the creation of a unique visual universe.
This strategy aims to convey and communicate the brand’s values and vision to its consumers. The goal is to connect with the target audience on a personal level in order to create a strong emotional bond with them.
In short, it’s about getting an audience to embrace the brand’s values.
WALLACE™ restores meaning to these brands through a carefully crafted visual and culinary strategy and a well-defined target audience.
We analyze and reveal the brand’s DNA and develop it further.
We bring a modern vision to life through sophisticated and authentic food styling that captivates consumers today and tomorrow.
Our Mojo: Enhancing heritage, modernizing image, reconnecting a brand with its audience.
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
