How a boutique Brooklyn design-build collective strung up NeoCon’s first major installation.
Attendees of NeoCon in Chicago’s Merchandise Mart rode the escalators and ascended towards Wolf-Gordon‘s large crystalline canopy hanging overhead. Though NeoCon has come and gone, Wolf-Gordon has just begun using the tessellated, prismatic structure for an ad campaign that, for the company’s new Chief Creative Officer, Marybeth Shaw, signifies a renewed approach to design and a willingness to take risks. To announce Wolf-Gordon’s new face to the world, Shaw enlisted the help of advertising agency Karlssonwilker, who has created campaigns for Adobe, the New York Times Magazine, BMW, Vitra and MTV, among others, and The Guild, a Brooklyn-based design and build collective whose clients include Dior, Louis Vuitton, Nike, Hurley and Diane von Furstenberg. It’s a bit of an unexpected mix of talents, to be sure, but Shaw wanted to shake things up.
After developing a concept with Karlssonwilker that was inspired by Bruno Taut’s 1914 Glass Pavilion, Shaw turned to The Guild, where Creative Manager Graham Kelman translated her idea into a spiky, crystalline form onto which Wolf-Gordon’s fabrics, textiles and wall coverings could be displayed. Kelman’s first design had between 650-700 prismatic faces with an area far too small to show off the fabric, so Kelman decreased the amount of faces to around 250 while also increasing their individual size. “I increased the largest spike from three to six feet by using a sheet of material per spike side,” Kelman said. He was able to decrease “the total number of faces by two-thirds and still retain the aesthetic impact, volume and material” he wanted.
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Molded gypsum shapes a Chicago Merchandise Mart space.
The Steelcase Worklife Center is one of the Chicago Merchandise Mart’s largest showrooms, spanning 45,000 square feet and encompassing four areas displaying the furniture manufacturers’ various brands. The company hired Los Angeles-based architect Joey Shimoda, who also designed the Steelcase center in Santa Monica, to create interiors that would unify the showroom with the common corridor bisecting it. After reading about a project by molded gypsum, concrete, and fiberglass fabricator Formglas in a magazine, he called the company and was on a plane to its Toronto headquarters the next day to discuss a series of geometric architectural elements he envisioned for the space.
Chicago may be better known for NeoCon–that’s the design show, not right-wing political philosophy–but the contemporary and modern art equivalent, Artropolis, appears to be holding ground with another solid run at the Merchandise Mart over the last weekend. Artropolis, the Midwest‘s answer to Art Basel, is comprised of three fairs: Art Chicago; NEXT, an invitational exhibition of emerging art; and the International Antiques Fair. AN’s Midwest Eavesdrop took a spin around the preview party to peep who turned out for the free booze and what was showing at the fairs. Read More