Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination.
Heimtextil exhibition installation in Frankfurt, Germany by Campaign
August 14th, 2011 by Sumit Singhal
Article source: Claire Curtice Publicists
Campaign was commissioned by leading trend forecasting agency The Future Laboratory to create an installation at Heimtextil, the biggest international trade fair for home and contract textiles. The brief for the installation was Reconnect, The Future Laboratory’s survey of the emerging trends, attitudes and inspirations that will influence the designer and consumer in 2011-12.
Reconnect identifies four prevailing attitudes: Utility, Wilderness, Mix-Mash and Sobriety, which informs the installation creating four distinct and contrasting enclosures to walk through, encouraging exploration and interaction. Campaign’s installation features a dramatic ‘forest’ of suspended lengths of rope, each 8 metres long, acting as a unifying landscape in which to discover each enclosure and focus the visitor’s experience.
The journey is suggested but not prescribed; Utility is the gateway enclosure leading onto Wilderness, which is discovered in the forest. Wilderness is followed by Mix-Mash embedded deep in the forest. Finally visitors exit the rope forest through the restrained Sobriety space.
Utility: Expressing a backlash against consumer society and a readiness to swap the glossy and over-marketed for the more rough-hewn and essential, Utility showcases simple, authentic and honest materials such as rope and neutral fabric. Taking inspiration from standardised industrial and commercial fixtures, the enclosure is constructed from scaffolding to form a basic structure encased by a wire fence with a simple suspended bare light.
Wi lderness: Prompted by a desire for self-reliance and a super-sustainable lifestyle, this trend is characterized by the raw and primitive and is about a reconnection with nature and the basic state of humanity. The Wilderness enclosure features an unkempt blackened wood hut nestled in the woods reflecting a return to organic sustainable materials.
Mix-Mash: Against a backdrop of optimism and experimental attitudes, this vibrant aesthetic direction is fuelled by a wild mix of cultural and semiotic references and takes inspiration from exuberant mark-making and indigenous craft. Mix-Mash features brightly painted timber interlocking geometric structures with multi-coloured and patterned material suspended from bright ropes to embody energy and dynamism
Sobriety: ‘Fewer but better’ is the defining concept for the Sobriety enclosure. Ordered and well proportioned, it has a restrained aesthetic that incorporates high quality materials. In a stark contrast to the abundance seen in the Mix-Mash enclosure, neutral hues and a minimalist and functional approach are the key features here.
Campaign is a London based design studio founded by Philip Handford to push the boundaries of the consumer experience. The studio is hands-on in exploring different media and methods in order to tell unique and engaging brand stories, developing integrated brand experiences through interior architecture and graphic design. Recent projects include a London flagship store for eyewear brand Kirk Originals; collaborating with luxury men’s brand dunhill to realise their vision for a temporary installation during New York Fashion Week to recreate Bourdon House, the home of Alfred Dunhill in London; a pop-up store for Dr. Martens in Spitalfields Market, East London; and Foldaway, a bookshop constructed entirely from cardboard for the London Festival of Architecture 2010. Award wins include Azure Magazine’s AZ Awards 2011; Design Week Awards 2011; and Retail Interior Awards 2010. www. campaigndesign. co.uk
Contact Claire Curtice Publicists
Category: Exhibition Center