The Cut – Stand Design for Kvadrat at Milan Design Week 2016

The Cut – Stand Design for Kvadrat at Milan Design Week 2016

Our aim was capturing the essence of Kvadrat, their product and culture. In this challenge, Neri&Hu chose to defy rational thinking, and rather sought after an emotionally charged space that would intuitively affect each visitor on a deep and primal level. We cherish the moment when we can play with a certain material and explore its boundaries so we took this opportunity to explore the full potential of fabric and, most importantly, to make it stand out.

The floating upholstered volume is strongly present from the distance, while inside it turns into a suppressed, emotionally charged space. The form-making of the space is intentionally left primitive and abstract in order to celebrate the exceptional colors and textures that define Kvadrat.

“I realized that the ‘thing’ and the ‘concept’ were substituted for feeling and understood the falsity of the world of will and idea.”
Kazimir Malevich

We wanted to create the form that is restrained and subdued, so its complexity can only be explored from within; the interconnected upholstered ceiling carves are only experienced once you are in the space. Some cuts with mirrored sides reveal the unexpected perspectives left for visitors to explore.

Each carve is paired with a matching rug laid on the oak (Dinesen) timber floor, like a footprint. The juxtaposition of the two defines several lounges painted in different moods. We’ve used our Solo collection of sofas and chair to present some of the new fabrics, in colors complementary for each lounge. The rest of the new fabric collections is exhibited in a line of bespoke vitrines. All elements are designed to represent Kvadrat in a new light with a Neri&Hu imprint.

“I realized that the ‘thing’ and the ‘concept’ were substituted for feeling and understood the falsity of the world of will and idea.”
Kazimir Malevich

Gross Area
130 m²

Status
Complete

Completion Date
March 2016

Duration
October 2015 – March 2016

Address
Federlegno Arredo Eventi spa, Foro Buonaparte 65, 20121 Milan, Italy

2016
A&D Trophy Awards 2016, by Perspective Limited, Hong Kong, ChinaThe Cut stand design for Kvadrat, Best Pop-up Category in Architecture, Best of Category