A nice title, indeed. (Someone once called me personally the new Renaissance man, which was rather ok, because she was nice. But in the same event, a guy came by calling me Leonardo, stating that he then was Raphaello. It was in Australia, and yes, there were too much free drinks.)
But ok, let's bring on this exemplary work. Hm.
The briefing: try to captate the „brand essence“ of the new Diesel collection.
The system: select innovative work from our addictlab.com database.
The result: production, sales and exhibition of Light objects designed by Swedish Labmember Malin Lundmark, in the Diesel concept stores of Amsterdam, Brussels and Antwerp.
The new 2007 Diesel collection is based on aviation and neon lights.
With that information in mind, we could dive into our constantly growing database of concepts and ideas. And it was logic to present to Diesel the Paperplane Lights.
The Paperplane Lights are now being produced in Sweden and will be exhibited in the different stores mid April. The Paperplane Lights look like little paper planes, but are made of aluminium and are actually lighting objects.
About Labmember Malin Lundmark (Sweden)
Malin Lundmark mainly works with functional design, where a poetic value is added. Her creations always tell a story. More information on Malin Lundmark can be found on her Labfile on Addictlab.com.
I'm proud since I believe this really shows how Addictlab can and should work. First Malin became a Labmember after she met us in Milan. I approached her at her booth at the Satellite during the Salone del Mobile.
She registered on the site and uploaded a selection of her work on her Labfile.
We then selected her work in our publication, Ad!dict 's Inspiration book #27 with the theme Gaming, that was linked to a travelling Gaming exhibition.
And now we are making the link with the industry, and thus creating a win-win situation for Malin Lundmark as a designer, Diesel as a brand, and Addictlab as a 'facilitator'.
It means that we were able to understand the artistic level of a concept, and bring that to a larger audience. But also,
not less important, create a bridge towards the industry that needs to be innovative.
In other words: a creative industry can work if you can match economical rationalism and artistic chaos. Or at least try to control the confrontation between those two.
Thought one: we need more creative work from that level, from all different people.
Thought two: we need more businesses that understand the proactive work from Addictlab and tap into our lab.
Bring it on....
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