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Gumdesign: Salone 2012

The Italian design collective creates a "fantasy space" to present their work at the Max & Co. flagship store.

For this year's Salone del Mobile, Milan's Max & Co. flagship store will play host to a special installation designed by multidisciplinary studio Gumdesign. A mixture of large components (the furniture) and groups of smaller objects (the "fantasy") have been designed specifically for an installation crafted in various materials using an array of technologies.

The creation of a fairytale scene is a key aspect, projected through the creation of a small three-dimensional world inhabited by "magical flying objects" anchored by a nest which itself exists as a symbolic place of safety.

This "fantasy space" is one which Gumdesign want those experiencing it to "immerse themselves into a world of emotions, feelings and moods one where autonomous objects come to life." Floating leaves, trees that approach the windows and a cuckoo clock will be present, all of which look to punctuate the larger objects which are designed for the home and re-define the space.
Top: the Gumdesign installation at Max & Co. Above: Gumdesign, <em>Luce Solida</em>, LED suspension lamp for De Castelli
Top: the Gumdesign installation at Max & Co. Above: Gumdesign, Luce Solida, LED suspension lamp for De Castelli
Gumdesign, <em>Foglie</em> table center for De Vecchi / Vhernier
Gumdesign, Foglie table center for De Vecchi / Vhernier
Gumdesign, <em>L'Improbabile</em>, cuckoo clock for De Vecchi / Vhernier
Gumdesign, L'Improbabile, cuckoo clock for De Vecchi / Vhernier
Gumdesign's house concept illustrated
Gumdesign's house concept illustrated

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