made in collaboration with Paul Vaugoyeau for Massproductions
With the coming of the Stockholm Furniture & Light Fair 2020, held from 4th -8th of February, Stockholm based furniture company Massproductions commissioned us to create a stand based on their new “I'm Slow” concept.
Being "slow" also means being in the present, something that is desperately needed within the furniture sector. We worked with the I'm Slow concept by creating an architecture that is very calming and with only a few focus points.
More than 90 prefabricated plaster tiles are arranged to form the booth. The installation's modular structure makes it easily transportable and adaptable to a new environment so that, after its stint at the Stockholm Furniture & Light Fair, it can be reused at the International Contemporary Furniture Fair (ICFF) in New York.
Amid the flurry of the fair, the white structure is able to recreate the calm of entering a museum while taking a stand against "today's fast-paced obsession with novelties and growth. The building blocks themselves can be arranged and rearranged to form everything from walls to dividers and podiums.
A design that is based on a grid is much easier to adapt to a new context. Every trade show space is different in terms of size and proportion. With the grid, you can adapt the design but it will still look consistent.
While about half of the building blocks will be re-used at ICFF, the other half will either be stored away for future shows or used as a design element in Massproductions' showroom.