" Imagination is the force that lingers between logic and inspiration. It acts as a guide in our daily dilemmas and helps us to understand and cope with the world we are living in"

transform

SALONE DEL MOBILE MILAN
APRIL 2013

“Imagination is the force that lingers between logic and inspiration. It acts as a guide in our daily dilemmas and helps us to understand and cope with the world we are living in. It is this energy that thrives us to push forward. It helps us to let go of the old and make way for the new. It’s a mechanism that sparks new connections between the known but beyond the obvious. This is where transformation happens. New formats and perspectives form along the way as we are being pushed into the future by the power of imagination.”

By conducting research and experiments the Invertuals have transposed the theme of “transform” onto contemporary designs. Chemical reactions, rotation-moulded experiments, unfinished constructions, color science and woven techniques are transformed by imagination.

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Campaign Images

Designed by Tim Enthoven & Julia Veldman

Colophon

Founder, Curator: Wendy Plomp | Campaign
Illustration, Film: Tim Enthoven, Julia
Veldman | Exhibition design: Daphna Laurens |
Text: Rob van Kaam | Graphic, Website Design:
Edhv | Product photography: Raw Color

Thanks to: Creative Industries Fund NL | Leeuwerik
Plaatmateriaal | Dutch Consulate Milan

behind the scenes