Greenhouse, the international platform for up-and-coming designers, continues to grow and flourish. The initiative, which was launched in 2003 and has produced such names as Front, GamFratesi and Form Us With Love, is now gaining a specially designed venue by the acclaimed Wang & Söderström. The client list for the Copenhagen-based pair of designers and artists takes in everyone from Nike to the Malmö City Theatre, the Röhsska Museum of Design and Craft and Iittala.
– We are a little hard to pin down, admits Anny Wang. We’re trained architects, but we work just as much in the digital world. Traditionally, these have been seen as polar opposites: one real, the other pretend. But we don’t see that division. We approach both with the same level of pragmatism.
At the fair, this cross-pollination will manifest itself in a 120 meter long and 3.5 meter tall enclosure, a combination of digital screens and large-format images.
– We’ll be trying to get our hands on every large-format screen we can find at the fair, says Tim Söderström.
–The idea is to project digital renderings of natural objects, moving sequences that emphasize wildness and growth. We want it to feel unreal, yet real. Not fully defined. Just like the designers exhibiting in the Greenhouse.
This year’s Greenhouse jury has selected 37 independent designers and 30 design schools.
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