Broom is known for creating ambitious installations to display his designs. During last year’s Milan design week, he turned a row of empty shops into a mock department store (named one of the 15 best shows during Milan Design Week 2015) , while for London Design Week 2015, the designer transformed his Shoreditch showroom into a flower shop.
British product and interior designer, Lee Broom, probably just made the most intricate pun of all time with his “Salone del Automobile” installation – a lighting and interior installation set inside of a delivery van that he drove from East London to Milan for Salone del Mobile.
“Last year in Milan I went to lots of exhibitions that were all about the palazzo and everyone was talking about that,” Broom explains in the movie. “I thought, why don’t I create my own, but I’ll create a mini palazzo inside a vehicle.”
The vehicle looks like a normal delivery van from the outside. But when the back doors are opened the mini palazzo is revealed, complete with corinthian columns and stuccoed details.
The van’s interior has been fitted with pillars and intricate baroque detailing, juxtaposed against sleekly modern spherical lighting designed by Broom himself – a new collection that he has christened “Optical.”
The entire interior is painted grey, with an illuminated floor for dramatic effect, which provides a backdrop for Broom’s new lighting collection.
The globe-shaped lamps, which are available as floor or pendant versions, feature a pattern of black stripes that are cut into sections to create optical effects.
“It is inspired by op art,” Broom explains. “When you look at it from all angles, the linear stripes change.”
Lee Broom …. “I wanted to make the same impact as last year but without creating a huge installation. While deciding where I should exhibit I thought – what about everywhere? Making my Salone del Mobile mobile is an exciting way to exhibit. My designs are often surreal and the idea behind the installation is to see something unexpected — a captivating optical illusion.”
“It’s a very surreal idea, It’s almost a kind of art installation. People will come past, take photos and leave. It’s almost a blink and you’ll miss it moment.”
Project introduction by Lee Broom ( produced by Dezeen)
Here is a rolling Video diary of Lee Broom’s travelling art / design project – enjoy and congratulations Lee !
Getting to Milan
The van was driven from London over the weekend and arrived in Milan on Monday
Launch Party at Bar Basso
Lee took his delivery van to Bar Basso, where he hosted a party with Dezeen.
Broom explains. “Bar Basso is such an institution that I think it would be rude not to.”
Day 1 in Milan
A press preview of the collection took place at Spazio Rossana Orlandi in Via Matteo Bandello on the morning of Tuesday 12 April ( Day 1)
Having already pitched up at key design hotspots like Spazio Rossana Orlandi and Bar Basso, it will continue onwards throughout the week stopping off at Totona Design, Ventura Lambrate and more.
Day 2 in Milan – Brera District
Day 3 in Milan – Tortona District
You can follow his progress from his dedicated site.
NB Day 2 – 5 will be added as the week progresses
Lee Broom’s Optics Collection
The Optical collection’s floor and pendant lights reflect Broom’s recent move towards more understated, modern designs.
Yet the Op Art-inspired graphic patterns on the illuminated globes echo the asymmetry of some of Broom’s previous designs, such as his Crescent light.
When viewed from all sides, Optical’s linear pattern changes at every angle.
Optical also holds strong personal associations for Broom: “It’s really inspired by the period in which I grew up in. I guess my first real foray into interiors was decorating my own bedroom in the early 90’s and Optical really reflects the monochrome graphics and mood of that era.”
SALONE DEL AUTOMOBILE’ SCHEDULE
Tuesday 12th April 8.30 am – 5 pm – SPAZIO ROSSANA ORLANDI Via Bandello Matteo, 14
Tuesday 12th April 7 pm – 10 pm – SAN GREGORIO DOCET Via San Gregorio
Wednesday 13th April 10 am – 6 pm – BRERA DESIGN DISTRICT Via Solferino, 18
Wednesday 13th April 7 pm – 10 pm – THE RESTAURANT BY TOM DIXON Via Enrico Besana, 12
Thursday 14th April 10 am – 10 pm – TORTONA DESIGN Via Bergognone, 45 and 47
Friday 15th April 10 am – 7 pm – BRERA DESIGN DISTRICT Via Solferino, 18
Saturday 16th April 10 am – 7 pm – VENTURA LAMBRATE Via Privata Giovanni Ventura
About Lee Broom
Lee Broom is one of the UK’s leading product & interior designers.
Since 2007 Broom has released 75 furniture and lighting products which he designs and manufactures under his own label and created 20 products for other brands.
He has also designed over 45 commercial retail, restaurant and bar interiors.
He has won more than 20 awards including the prestigious British Designer of the Year Award in 2012 and won his 4th award in 3 consecutive years in the British Design Awards for his renowned lighting product, the ‘Crystal Bulb’ in 2013.
In 2015 Broom was presented with the Queen’s Award for Enterprise, the UK’s highest accolade for business success at Buckingham Palace by Her Majesty The Queen.
A supporter of British manufacturing techniques, Broom designs, manufactures and retails his own collections, in addition to collaborating with leading brands including Christian Louboutin and Mulberry
His products are sold in over 170 stores in 45 countries.