Tell me about the display units.
We designed them as a pop-out system – merging physical laws and aesthetic values. By setting out a dogmatic set of rules, we could justify radical gestures. Every three-dimensional shape in the room derives from a flat rectangle – we cut out the pattern of stripes and squares in the same way an origami artist folds paper.
All the stripes were kept the same width to create a union between the shapes. We wanted to create a play of colour and shape that invites and attracts while keeping in mind the functional requirements.
What material did you use?
We worked with a plastic called – it exists in only nine colours, so we chose the ones that would complement the collection. The material is unique because it absorbs light and diffuses it, resulting in a transformation of the ambient lighting and the material itself. The material puts a filter on reality, making it look cloudy even though it’s fully transparent.
Whereas other materials that diffuse light are opaque to hide the light source, this shiny, transparent plastic has the quality of materializing light in a mystical way. And its soft tints are warm and contemporary.
How did you translate this display system and spatial design to the exhibition centre?
We wanted to keep the interior intact as much as possible, and have the exploded box installation as a second layer. The building is very nicely renovated; the balance between the old and new industrial elements is perfect.
What also stunned us was the natural light in the space. Therefore we wanted the installation to be very light in both form and material, almost like it could float.
And how does this relate to the brand?
The collaboration between Esprit and Opening Ceremony resulted in a very happy and positive collection, and we wanted to keep that spirit alive in the interior without becoming childish or funny. It’s always a challenge to get the right balance of different ingredients for the work to become layered, not simply one-note.
The other thing that we thought was interesting was the product photoshoot for marketing the collection. We especially liked the group photos. So we played with that as well, making several ‘groups’ of objects and display elements in the space. There is a pink, nude, blue, and green group.