Lidewij Edelkoort presented at the Fuorisalone Fetishism, an inspirational exhibition to express a newly emerging trend in design and culture.

Lidewij Edelkoort, Fetishism, Thonet-Couple, detail
The trend forecaster Lidewij Edelkoort reveals that we are heading towards a future where fetishism will merge the sensual with the primitive, espousing the animistic and the primal all at the same time.

The Ventura Lambrate exhibition illustrated these ideas through the form of an audiovisual installation and the display of several design objects.

Edelkoort explains this emerging phenomena: “Humble everyday objects can attach us to a different place, another time or an alternative state of mind. Our smartphones and tablets could therefore be considered fetishes too. After all, the word ‘fetish’ harks from West Africa, therefore, a more primitive aspect
of the current mania for Africa is fitting and to be expected. Colouring style brown instead of black.”

Pepe Heykoop
Pepe Heykoop, left, Thonet Couple, 2013; right, Office Chair (XXL!Black), 2012 Photo © Annemarijne Bax
The contemporary fetish movement in design and fashion previews objects that will become ritualized, layered with another strength or energy! – embedding them with a soul. Edelkoort explains how design can acquire an anima: “No longer just a thing of the past, animism will become an opening to the future. A belief system that enables us to find the presence of spirit in a process, feel aura in an object, and sense soul in design. An energy to adore and with which to embrace multiple sources of inspiration, to layer hybrids and herald mobility in a world that will therefore become more nomadic. The experience is the message, and the road ahead offers the promise of transformation.”
Left: BLOOM: Luscious featuring the studio of Hugo França; right: BLOOM: Luscious featuring the studio of Marcelo Rosenbaum. Photo © Ruy Teixeira

curated by Lidewij Edelkoort and Philip Fimmano
Via Ventura 15, Milan

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