A Tender project for H&M Home in London by Normal™

published in: Art By Costas Voyatzis, 15 December 2010

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Image Courtesy of Normal studio

Earlier this year young architect-artist Martin Huberman of  Normal™ studio, a design and architecture office based in Argentina,  gave a 'mini interview' to Yatzer about his "Tender" project,  an installation that was born from a research based on the concept of “ready made” or “found art”. "The idea was to identify an ordinary piece, such as the clothespin, and by repeating it on a studied disposition, be able to generate a new surface, that results in changing the logical image of the original piece."

Image Courtesy of Normal studio

Huberman and his ''Normal'' collaborators were asked by H&M Home to design a series of interventions for the launch party of the new Home Collection in their flagship Store in London on 4 November, 2010. The project was developed in 6 months and 5 installations were designed.  A new kind of Tender was created called Tender Stack, to be used as an installation for the four window displays of the H&M Home Store windows. 

Image Courtesy of Normal studio

Tender Stack is a vertical clothes peg graphic surface that applies pixel configuration logics, to generate appealing tender and colorfull wooden spaces. The design logics we applied look to build a system customizable by the client. Form, color, figurettes, patterns and sizes can me modified following the same structural logic. The graphic design of these interventions was based on the latest Home Collection products.   

Image Courtesy of Normal studio

Image Courtesy of Normal studio

Image Courtesy of Normal studio

Image Courtesy of Normal studio

The main piece of the installations is a classic site-specific Tender, 25 meters long, over the store escalators leading the guests up to the first floor of the store.  

"As a research project, every new Tender tries to develop new forms of spatial interpretation, sometimes through color, sometimes through form, every installation creates a new set of rules for its growth. The emphasis of the piece´s aesthetics is concentrated on the idea that every Tender is developed on site, and may change during the construction process."

Once again Normal™ studio proves that even with the use of simple clothespins, art exists!

Image Courtesy of Normal studio

Image Courtesy of Normal studio

Image Courtesy of Normal studio

sources:

Normal™ studio

  • friend
    maría rosa freire | 2010-12-17 03:29:39

    Al equipo de Martín Huberman: Genial!!!!! el nuevo valor que le han dado a un elemento tan simple y cotidiano como los broches de madera, transformados en estas "obras de arte" donde se pone manifiesto la creatividad infinita, la buena coordinación y la laboriosidad del equipo de colaboradores de Normal. Felicitaciones, y es un orgullo que estas obras luzcan en una importante vidriera londinense.

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