Launch
2020/2/4
Classics become specific
Nordiska Galleriet's furniture classics become unique objects during Stockholm Design Week.
During Stockholm Design Week, Nordiska Galleriet has an exciting collaboration with the architecture and design agency Specific Generic. The agency has been commissioned to create an art installation in Nordiska Galleriet's shop window that will be presented on Tuesday 4 February.
– As offices, we often work with familiar, generic materials. Materials that are present in environments we see and spend time in every day without necessarily thinking about them: in the metro, the supermarket and industrial premises. As a result, they are not primarily associated with architecture and design. But by placing these materials in new contexts and encounters, something exciting happens, the generic becomes specific and suddenly the eye notices them. The shop window will build on this theme," says Maja Bernvill, Chief Creative Officer at Specific Generic.
– In our eyes, what characterises Specific Generic and makes them unique is their philosophy, which is based on refining what others take for granted. Something they succeed with time and time again in their portfolio of international projects," says Rickard Liljeros, Product and Marketing Manager at Nordiska Galleriet.
Throughout Design Week, the Nordiska Galleriet shop window will become a stage for a transformation process. Three objects will be exhibited daily in the installation and undergo a transformation with a blue pigment. Fritz Hansen and Cassina are two of the manufacturers whose furniture will be transformed into unique objects.
– Nordiska Galleriet has a huge catalogue of quality furniture from around the world, they are responsive and serve as a source of inspiration for many. Several beautiful furniture classics can be found in their catalogue, furniture that can be found in our homes and thus many have a relationship with. Through this transformation, we hope they will be rediscovered in their beauty, catch the eye and be transformed from generic to specific," continues Maja Bernvill.
About Specific Generic
Specific Generic was founded in 2010 by Andreas Bozarth Fornell and has since been recognised and celebrated worldwide for its creative projects. The company has a diverse portfolio and operates in various design and architecture disciplines, with a main focus on retail and fashion. Some of their clients include Acne Studios, Moschino, Nike, Kenzo, Chanel and Absolut, among others.
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