The best of DesignMiami/ 2018
Authentic partnerships through unexpected creative
Last weekend I took a long-weekend trip down south to attend Art Basel in Miami, Florida. Billed as a series of art fairs and surrounding events featuring galleries and artists from all over the world, the weekend is also about branded events and celebrity sightings. The activations here often stand out to me because of their ability to step outside typical brand comfort zones and push creative boundaries.
DesignMiami/ was one of my favorite shows because it focuses on physical design; everything from furniture to lighting to a glass bubble sculpture you never knew you wanted is on view at this fun and experimental exhibition. The brands that broke through the noise valued form over function, putting art first and sponsorship second.
As part of DesignMiami/, luxury fashion house, Fendi, and artist Sabine Marcelis, partnered on a beautiful exhibit titled “The Shapes of Water.” Intricate resin sculptures filled a brightly lit space, focusing on the importance of water to the Fendi brand. The experience felt authentic to who they are without shoving product in your face.
Another collaboration that really stood out was between popular artist Kaws and Brazilian furniture brand Campana. Taking his iconic plush stuffed animal toys, the artist created chairs made up entirely of the characters. With a markedly playful vibe, the experience brought back childhood emotions and felt like the perfect creative execution, pushing boundaries while staying true to both collaborators. It was easily the most crowded booth at the whole show.
Lexus presented their future vision and Louis Vuitton made some cool furniture, but a favorite of mine was “The Flow of Time” presented by Grand Seiko in collaboration with TAKT Project. Attendees entered a dark room with roughly eight lucite objects on podiums in a row. The clear objects were filled with each element that makes up the watch deconstructed, sprinkled with LED lights and frozen in time. The backdrop was a giant projector screen playing a soothing video on repeat. When viewed through the objects, observers were treated to a cascade of distorted colors, moving shapes and overall wonder. It was so cool that I actually walked the whole show and came back to see it again. I told everyone about it, I posted on Instagram, and I’m writing about it now.
In a time when brands are strategizing to find authenticity from their brand partnerships and influencer collaborations, it was refreshing to see traditional legacy brands like Fendi and Grand Seiko push the limit in terms of bringing creative concepts to life. The modern millennial consumer (like me) is more aware and sensitive than ever to marketing tactics that don’t connect with our lifestyles. Gone are the days of a picture of a product driving me to purchase; It’s the mechanicals frozen in time with rolling sunsets that allow for new and fresh perspectives.
