What’s the Matter @ Salone Milan 2016

What’s the Matter @ Salone Milan 2016

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Frame magazine curates What’s the Matter?, an experiential exhibition at Milan Design Week.

With the scenography skills of Studio Laviani, Frame Magazines transformed La Posteria in Milan’s Brera district into an immersive exhibition that stimulates – and sometimes even tricks – the senses.


Visitors were welcomed to an experiential exhibition featuring designers alongside prominent brands presenting design explorations for a Phygital future.

The scenes were completed by projections using Ricoh’s high tech devices and fashions flaunted on Atrezzo Mannequins.

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With the help of Exposize, Studio Laviani amplified La Posteria’s flooring of ceramic tiles, spreading their checkered pattern beyond their horizontal boundary onto the interior’s vertical surfaces.

Reflective platforms and partitions extend the effect to eliminate the staid boundaries of the room.

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Opening Night Launch Party

A physical party with “Phygital flair” kicked off the  What’s the Matter? exhibition on Monday night / 11 th April evening on the eve of the salone’s official opening

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Participating Projects


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Bastiaan  De Nennie

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Dutch designer Bastiaan de Nennie’s interpretation of Material Futures, the theme of Frame107, splashed a captivating series of vibrant images across the issue’s cover and contents.

Hyperreal iterations of chairs made from parts of demolished cars formed the basis of his surreal scenes.

De Nennie’s fascinating images come full circle at the What’s the Matter? exhibition in Milan, where his digital abstractions reclaim their physical state.


Alice Dunseath

alice dunseath

Colourful crystal formations sprout hairy appendages in London-based filmmaker Alice Dunseath’s tranquil film of psychedelic pastel swirls.

Stirring and awakening like nature emerging after a cold winter, the visuals of You Could Sunbathe in this Storm articulate familiar forms in foreign hues in fragmented motion.

For upwards of six minutes, retreat into Dunseath’s reality transformed into eye candy with virtual means.



kukka frame la posteria milan 2016

A fascination in all things spectrum guides the designs produced by Rona Meyuchas Koblenz for Kukka Studio.

The British design studio will unveil a pair of ethereal tables which reveal the colour of light.

Planes of Dichroic glass and quartz stone form an elegant balance of materiality and clarity, opacity and transparency, fragility and solidity.


Lucy Hardcastle

lucy hardcastle

RCA student Lucy Hardcastle, who has a knack for conceiving otherworldly images, plucked one from the screen and gave it a physical presence.

She starts with a digital rendering made with computer-modelling program Cinema 4D and then applies a background in textile design.

Generated by means of computer-modelling software, Lucy Hardcastle’s images materialize, becoming a spatial installation of once-immaterial objects.


Benjamin Muzzin

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According to Benjamin Muzzin, all animations are entitled to their personally tailored viewing devices.

The ÉCAL graduate, with a bachelor’s degree in Media & Interaction Design, pushes the technical limits of video-mapping by adding a twist to his cinematic presentations, sometimes literally.

A top a pedestal, Full Turn blurs the boundaries of digital and physical realms by rapidly spinning a pair of monitors set back to back.


Rachel Harding

rachel harding

Known for objects or spaces preceded by playful experiments with pattern, illusion, colour and material, Rachel Harding believes ‘we are seeing the emergence of a post-internet aesthetic’.

Employing RGB and CMYK colours digitally, Rachel Harding made a fluorescent lamp that features spectrum glass and gushes rainbow-hued illumination.



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Believing skin to be the crucial interface between virtual and physical encounters, Skinterface cofounders and Royal College of Art students Charlotte Furet, Ka Hei Suen, Andre McQueen and George Wright combined their knowledge of industrial design, footwear design and engineering science, respectively, in a ‘skinsuit’ whose sensors ‘convert virtual interaction into physical feeling’.

Wearers perceive a range of sensations that originate from a digital source yet immerse them completely in the real world.

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Colours and the Kids

colours and kids

Berlin-based Colors And The Kids doesn’t like to feel limited, so the digital world’s lack of restrictions – gravity, dimensions, costs – is the studio’s ultimate boundary-free territory for creativity.

Symbolising the studio’s mind-set is Signature, a compelling animation of swivelling curlicues, psychedelic patterns and tactile textures.

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Hyde Park

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Filmmaker and musician Kamiel Rongen has a fascination with a land down under – under water, to be exact.

Using the alias Hyde Park, the Dutchman makes subaquatic audiovisual landscapes that are alive with vivid colours and amorphous shapes.

Visitors entering Frame exhibition What’s the Matter? find themselves engulfed in the volatile waters of Protection– without getting even the soles of their shoes wet.


Scottie Chieh-Chieh Huang


With a diverse background that includes several degrees in architecture and a position as industrial-design professor at Taiwan’s Chung Hua University, artist slash designer Scottie Chih-Chieh Huang applies his knowledge to the development of interactive technologies for use in spatial settings.

Scottie Chih-Chieh Huang embedded sensors in his Dandelion Mirror, which reflects facial expressions as a dynamic – or dwindling – cluster of dandelion seeds.

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Vescom X Studio Dennis Parren


Deurne-based Vescom produces high-end wall coverings, upholstery and fabrics for interior applications.

Together with the vibrant imaginations of Studio Dennis Parren‘s multidisciplinary designers, Vescom co-conceives an installation for the What’s the Matter? exhibition which makes a tangible fusion of real-life effects with digitized patterns on wall coverings.

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Jim Hu

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Searching for a formula that might explain everything in our material universe, Taipei-born fashion designer Jim Hu, a graduate of Central Saint Martins, turned to the energy of subatomic particles.

He translated their grid-like forms into a unique weaving technique, effectively adding a third dimension to the once-planar process.

Highlighting Hu’s XI collection are swollen panels of laser-cut fabric used to make voluminous garments.

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Jordan Soderberg Mills

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Juggling the professions of designer, artist, architect and artisan, Jordan Söderberg Mills crafts material installations, objects and sculptures that defy physics.

In pursuit of ‘hacking’ visual perception, he came up with Anaglyph and Parabola.

Backed by physics instead of computational programming, the mirrors act as optical filters, emanating wavelengths of colour also visible on a screen’s grid of pixels.

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Fashion designer Julie Helles Eriksen, interaction designer Bjørn Karmann and textile designer Kristine Boesen conceived Abstract, an interactive tool to generate made-to-measure garments which takes the idea of customization to its most literal sense, sizing up the personality of its wearers in the process.


Convivial Project


Comprising a team with interdisciplinary backgrounds, convivial project of London produces work that is an integration of art, design and technology.

Cofounded by Ann-Kristin Abel and Paul Ferragut, the studio’s Generative Scarves collection empowers wearers to manipulate colours and patterns to their liking with an algorithm-driven mobile app.



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The Berlin-based collective is comprised of artists, designers and technologists.

With an interdisciplinary approach to back their creativity, the studio tackles art and design projects from all angles, including creative direction and production.

With collaborations with Absolut, Chanel, Nike and Harrods under their belts, Zeitguised was among the first exhibitors to jump on board the inaugural Frame Salone exhibition


Anouk Van De Sande

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Despite the busy lifestyle of today’s society, Anouk van de Sande is invigorated by her ambition to reconnect the human sensibility with reality.

The recent graduate of Design Academy Eindhoven’s Man and Identity department plays upon a combination of materiality, motion, colour and shape.

Van de Sande’s fashion project Print in Motion is comprised of textile layers with geometric prints in vibrant hues which visually pulsate with only a bit of movement.

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About Studio Laviani

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Renowned for his retail interiors and products designs, Milan-based architect Ferruccio Laviani will take on the scenography for Frame’s exhibition What’s the Matter? during Milan Design Week 2016.

Studio Laviani is charged with a spatial concept which immerses visitors into a tangible layering of objects and projections.

Acting as Kartell’s Art Director since 1991, Laviani regularly joins forces with the most influential fashion, furniture and retail brands including Foscarini, Dada-Molteni, Emmemobili, La Rinascente, Cassina, Flos, Dolce&Gabbana, Laufen, Piombo, Moroso.

Laviani’s latest projects include the interior identity of Pasticceria Cova’s world-wide chain of cafés – restaurants as well as the interior design of the Kartell Museum whose original concept was also developed by Laviani in 1999 – within the company’s headquarters on the outskirts of Milan.



About Frame Magazine

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Founded in 1997 by Peter Huiberts and Robert Thiemann, Frame Publishers specializes in high-end publications for a global audience of creative professionals.

Its three highly international magazines cover art, architecture, design and interiors, reaching readers in 77 countries.

The company also publishes specialized books pertaining to the same creative fields.

This makes Frame Publishers a one-stop shop when it comes to connecting with art buyers, architects and designers worldwide.

The company’s flagship publication, Frame is a go-to global reference for designers and interior architects.

Since its inception, the magazine has identified the world’s most innovative interiors, culminating in the launch of the prestigious Great Indoors Award in 2007.

What Frame is to its faithful readership of interior architects, its sibling magazine Mark is to architects. By offering a fresh, non-academic and accessible outlook on architecture, Mark has redefined the way we report on the built environment.

Since 2009, Elephant magazine offers an equally contemporary view at the world of art and visual culture. Avoiding hermetic language and instead visually focusing on the artwork itself, Elephant has rapidly gained an international audience of art buyers and artists alike.

Frame Publishers – now consisting of 28 professionals with Robert still on board – knows how to connect with a creative audience. B

uilding on its network of freelance writers, designers and photographers, the company offers its insights and experience to organizations and manufacturers.

From custom-publishing to brand direction, Frame Publishers serves as a reliable partner in targeting the world’s leading creative professionals.

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La Posteria

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