Dutch studio OMA has designed Loewe‘s Crafted World exhibition, at present on present in Shanghai, which goals to rejoice the model’s craftsmanship.
Crafted World, the Spanish style model’s first public exhibition, has launched on the Shanghai Exhibition Centre the place it’s taking on a complete wing of the Fifties constructing.
Designed by Ellen van Loon and Giulio Margheri from OMA, the exhibition is organised right into a collection of thematic areas that purpose to focus on the model’s historical past of workmanship.
That is the primary time OMA has labored with Loewe, and van Loon believes the outsider view it introduced helped uncover parts for the exhibition that the model hadn’t considered.
“After we begin working with a model, we all the time begin analysis first, we do interviews and archive analysis, we have a look at the historical past of the corporate and what they’re doing now,” van Loon instructed Dezeen.
“That is the primary model that we do an exhibition with on day one, so on this case, the analysis turned the exhibition. It is typically simpler for somebody from exterior to outline who you’re,” she continued.
The exhibition was curated by Loewe artistic director Jonathan Anderson as “a homage to all of the craftspeople world wide which have devoted their lives to the handmade.”
It options items from Loewe’s archive and catwalk collections, in addition to objects made by finalists for the Loewe Basis’s Craft Prize and works by artists who’ve impressed the model’s designs.
A room known as Born from the Hand greets guests at the beginning of the exhibition, presenting key leather-based items from the model’s historical past. That is adopted by Welcome to Spain, which goals to move guests to Loewe’s residence nation.
A “pronunciation tunnel” connects the 2 rooms by a stairway, which was instantly impressed by OMA’s analysis.
It incorporates a collection of video screens on the ocean-blue partitions exhibiting how individuals from world wide pronounce the model’s title.
“After we began doing the analysis, we discovered numerous movies on YouTube about how individuals pronounce the title of the model, that is one thing that the model has embraced,” Margheri instructed Dezeen.
“We determined to remodel one area to push the idea additional and make it enjoyable.”
As architects, van Loon and Margheri felt the urge to include the venue – a historic instance of Sino-Soviet structure – into the exhibition, whereas avoiding a drastic distinction.
“The constructing has a robust character and we in some way should cope with that. However we do not wish to make the exhibition with out revealing the constructing,” stated Margheri.
Within the first room, two rectangular openings have been carved out of the upper partitions of the exhibition area, revealing the constructing’s unique columns and metallic particulars.
An analogous strategy was utilized to the room United in Craft, the place a sq. opening within the ceiling showcases an unique chandelier.
Showcasing the present area helps create new design alternatives, in keeping with Van Loon.
“We’re occupied with bringing within the context of the place it is gonna be and remodel among the limitations and prospects which may turn into design alternatives to provide one other angle or character to the exhibition,” she stated.
The architect believes designing past a bodily constructing is “a traditional evolution of being an architect”.
“In our thoughts, structure is kind of wealthy, it is limitless. You possibly can design a constructing for a hard and fast configuration, however individuals begin utilizing it over time, it is an ever-changing factor,” van Loon stated.
“It feels very unusual when somebody asks you to design a constructing, then within the contract, it says the constructing must be designed for 50 years,” she added.
“Think about how society modifications in 50 years. Structure typically makes area much less outlined, in an effort to enable for ever-changing adaptation.”
One other of the exhibition areas, Surprising Dialogues, options artworks which have impressed Loewe’s collaborations from the previous decade.
These embody a suspended garden set inside a mirrored room knowledgeable by the work of English architect, furnishings and textile designer CFA Voysey, in addition to a recreation of Studio Ghibli’s dreamworld.
A collection of knee-high playful mini reveals for youngsters to work together with could be discovered at varied places of the exhibition, which Loewe and OMA hope will probably be loved by completely different age teams.
Van Loon has not too long ago led the completion of OMA’s first major public building in the UK Aviva Studios, and likewise beforehand created a pop-up shop for Tiffany & Co in Paris.
The pictures is by Marco Cappelletti except said in any other case.
Crafted World runs from 22 March to five Might 2024 earlier than travelling worldwide. The exhibition is open to the general public, and entrance is free. For extra occasions, talks and exhibitions in structure and design go to Dezeen Events Guide.