We believe design should be a shaping force for society, rather than a mere reflection of it.
We are London’s playground for sustainability and design experimentation.
Everything we do is grounded in values of innovation, integrity and good taste.
We are
19 Greek Street presents
by Nina Tolstrup
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About Nina Tolstrup London based Danish designer Nina Tolstrup founded Studiomama in 2000. True to Nina’s Scandinavian roots, simplicity and integrity are the trademarks of her design; a pareddown, contemporary but characterful aesthetic combined with a democratic belief in good design for all go a long way to explaining the timeless and unpretentious qualities of the studio’s work. But whilst Studiomama’s work can be simple, honest and minimal it is always playful and humorous. Studiomama has pioneered open source by pushing the limits of material recycling, extending product life and exploring new forms of up-cycling, whilst simultaneously challenging conventional business models and distribution methods. Nina’s curiosity for new challenges has led to an incredibly diverse portfolio (furniture, electronic products, jewelry, glassware, exhibition-design, NGO collaborations, interior and architectural projects), all realized via novel processes, technologies and materials. Studiomama’s passion for variety gives her an extraordinary broad perspective evidenced in a daring, influential and socially relevant portfolio.
Inquisitive, articulate and thoughtful, her inherent tendency to question the obvious and interrogate the prescribed has been professionally honed through working as a journalist, photographer and trend consultant, as well as a curator, teacher and retailer. Marry this with the continuous observation of the daily life and people around her, particularly drawing inspiration from the multi-cultural society on her doorstep in London’s East End, and the result is work informed by, and responsive to, the real world - an awareness that has resulted in projects like pallet project that is egalitarian, socially responsible going beyond the rarified object and thinking about supply chain, procurement and product afterlife in a refreshing and exemplary way. Prior to establishing Studiomama, Nina worked as a freelance designer in the fields of conceptual and product design, in Denmark where she held the role of design manager for Eleven Danes covering graphic, interior and product design and elsewhere in Europe where she trained as a designer at the prestigious Les Ateliers (Ecole Nationale Supérieure de Création Industrielle) in Paris and has a BA in Marketing from the Business School in Copenhagen. Nina is a curator for Danish Craft.
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Introducing Re-Imagined A contemporary furniture collection rooted in values of up-cycling and resourcefulness
Re-Imagine is a project born out of questioning our resourcefulness and our attitudes towards waste. It builds on Studiomama’s interests in expediency and re-using the existing, and speaks of our ability to see the potential in the overlooked and unloved. This is not just a sustainable approach to design and making, but a social one too. Through working together and pooling resources we can Re-Imagine the second-hand and redesign our everyday surroundings.
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“This is where I started...” The process was first initiated when an interior design project, requiring a quick solution, led Tolstrup to utilise wasted and discarded chairs found in the streets. The chairs were stripped down to their bare frames, re-welded, and powdercoated in bright colours. Combining these frames to generously padded seats and backs gave birth to Re-Imagined’s colourful and minimalistic aesthetic. “Its a kind of ‘full-circle’ process. Chairs which had been abandoned to the streets are now finding their way back into a collection.” - Nina Tolstrup
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Nominated for a Design Museum Award The Designs of the Year Awards are considered the Oscars of the design world, showcasing the most innovative and imaginative designs from around the world over the previous year. They span seven categories: Architecture, Digital, Fashion, Furniture, Graphics, Transport and Product and the Re-Imagined Chair was one of the 12 nominees in the best furniture category for 2013.
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Collaboration with David David DAVID DAVID do prints. They love prints, and so do we. Together, we are gunning for all of us to be living in prints. That’s one of the main reasons why we collaborated with the British fashion brand to produce the first Re-Imagined Chair for the 2012 London Design Festival. This was our first glimpse inside David David-land and what a cheery place it is. Their stylish geometric patterns got on so well with our minimalistic aesthetic that we couldn’t resist extending this collaboration to a larger collection including a low chair, sofa, dining chairs and a dining table. 11/
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Collaboration with Marc by Marc Jacobs
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19 Greek Street’s sister brand Montage, an interior design agency, has a history of designing Marc Jacobs shops across Europe and the Middle East. After the launch of the original Re-Imagined collection, a few visionary conversations led to the development of a limited edition range of the Re-Imagined collection, made in collaboration with Marc by Marc Jacobs to be exhibited in the Brand’s flagship store during Milan Salone.
There are always discarded materials and objects to be found around, and with a little resourcefulness there’s a lot of potential in exploring and finding the beauty in the unloved. It is most exciting to be working with fashion brand Marc by Marc Jacobs, and exploring the potential of extending the life and value of waste material. - Nina Tolstrup
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Wallpaper Handmade It all starts with ideas thrown at master craftsmen, innovative manufacturers and freeto-dream designers. Creative connections are made, problems are solved, wishes fulfilled. Finally, the pieces come together, beautifully, at the most sought after event at Milan Salone. As part of this exhibit, the “mirror” chair, dressed in a fabric from Marc by Marc Jacobs S/S 2013 collection, was introduced as a unique extension to the Re-Imagined collection. The one-off creation for Wallpaper handmade sports a print originally intended for a day dress. Inspired by the concept of a vanity set, Tolstrup’s design combines the traditional mix of table, chair and mirror into a single item. It’s a vanity set, with a twist- literally, as the mirror van be rotated to catch you at your best angle. 21/
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Milan Salone 2013
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New York ICFF 2013
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A complete collection The success of the original Re-Imagined Chair enabled it to evolve into a complete furniture collection of pieces bearing the same aesthetics and honouring the same values of craft, up-cycling and sustainability. The collection is divided in two parts, a limited edition and a production series. The first 4 four pieces, the Daybed, Long Chair, Back-to-Back Chair and Original Chair are all handmade from discarded office chairs, staying true to the original Re-Imagined process. The second series, consisting of low chairs, dining chairs, a new version of the original chair, sofas and dining tables, offers a more affordable and accessible option, still in line with the Re-Imagined aesthetic. 25/
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Limited Edition
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Original Chair
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Daybed
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Back-to-Back Chair
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Long Chair
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Production Collection
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Original Chair
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Tall Chair
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Sofa
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Low Chair + Foot Stool
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Trestle Table
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Fabrics by Kvadrat Kvadrat was established in Denmark in 1968 and has deep roots in Scandinavia’s world famous design tradition. Kvadrat continuously works to expand the aesthetic, technological and artistic boundaries of the use of textiles through a long series of collaborations with some of the world’s best designers, architects and artists, among others Ronan and Erwan Bouroullec, Akira Minagawa, Tord Boontje, Alfredo Häberli, Peter Saville, David Adjaye, Thomas Demand and Olafur Eliasson. For further information and images www.kvadrat.dk
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Pink | Tonus 127
Yellow | Tonus 124
Grey | Tonus 614
Blue | Hallingdal 850 50/
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Complete Collection
Daybed Limited Edition
Long Chair Limited Edition
Back-to-Back Chair Limited Edition
Original Chair Limited Edition
Original Chair Production
Tall Chair Production
Trestles Production
Sofa Production
Low Chair + Stool Production 52/
Re-Imagined in Press
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Wallpaper* May 2013
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living design
Moda da CASA Confira os fashion highlights do Salão do Móvel de Milão e dê um upgrade no décor POR ROSANE RIBEIRO
T Marc by Marc Jacobs
Fotos: condé nast archiVe e diVulgação
A cada estação, Marc Jacobs convida um designer de móveis para transformar as sobras de tecido de suas coleções no estofado de cadeiras batizadas de Re-Imagined Chairs. Neste ano, a escolhida foi a dinamarquesa Nina Tolstrup. Em fina sintonia com a segunda linha do estilista, a Marc by Marc, as cadeiras são um tributo a simplicidade, jovialidade e leveza. Na paleta de cores estão vermelho, branco e preto, que deram o tom do verão passado da marca.
Kenzo A coleção de móveis e objetos de decoração da Kenzo traduz o espírito globalizado e pop da marca num universo de contrastes em que Ocidente e Oriente se equilibram num ótimo exercício de melting pot. Sofás, cadeiras, luminárias, mesas e vasos refletem o estilo multicultural e cosmopolita da grife, agora comandada por Carol Lim e Humberto Leon (da Opening Ceremony), mesclando cores fortes e materiais refinados, numa convidativa sofisticação despojada. Os tigres e animal prints, que seduziram todos os fashionistas nas últimas temporadas, agora estão disponíveis em móveis e mimos para casa. Quem resiste?
odo ano a história se repete. Uma multidão frenética e apaixonada por design corre para Milão na primeira quinzena de abril, atraída pelo Salone del Mobile, a maior e mais prestigiaprestigia lone da feira de design e decoração do planeta. apre Desde 1961, top grifes e escritórios aprepropos sentam na cidade italiana novas propostas e coleções que, dali a alguns meses, serão lançadas para o grande público. Examinando as labels que participam do in encontro, é impossível não perceber a invasão do high fashion no salão. Há quem diga que, em tempos de crise, é preciso en-
contrar um novo trunfo para seduzir. No caso da moda, recorrer a novos horizontes e expandir a criatividade para além das araras. Resultado? Interpretações do DNA de cada grife em móveis e objetos de decoração, seja com coleções próprias com intuito bastante comercial, seja em parcerias com artistas, cujo maior objetivo é reforçar a imagem, e não necessariamente vender as peças. De uma maneira ou de outra, não vai faltar inspiração para você deixar sua sala em sintonia com seus looks prediletos. Vogue foi até lá e listou o que há de mais interessante nesse casamento entre moda e decoração. Aproveite!
Marni Cadeiras de balanço, chaises longues e poltronas compõem a segunda edição da 100 Chairs, uma excelente tradução do estilo artsy e cool da Marni para a decoração. Os grafismos e formas geométricas em cores primárias e vibrantes, sempre presentes nas passarelas da grife italiana, migraram sem dificuldade de adaptação para as peças confeccionadas à mão por ex-presidiários colombianos em processo de reinserção social. Palmas para Consuelo Castiglioni, que conseguiu aliar design e consciência social numa coleção que reflete perfeitamente a estética da marca.
Fendi Casa Sinônimo de luxo e tradição made in Italy, a Fendi sabe como ninguém traduzir sua estética para o lifestyle. Monocromática e com linhas minimalistas, a grife revisitou algumas peças de coleções passadas, que, unidas às novidades, resultam numa coleção clássica, daquelas que agradam gregos e troianos. Vogue adora a cadeira Cerva, com linhas arredondadas, um mix delicioso de conforto e estilo. Vogue Brasil 255
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Vogue Brasil May 2013
Wallpaper* August 2013
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Wallpaper* City Guide February 2013
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24 Hours see tHe best of tHe city in just one day Just a quarter of a century ago, the presentation of Carl Andre’s Equivalent VIII, better known as ‘The Bricks’, at the Tate gallery, now better known as Tate Britain (Millbank, SW1, T 7887 8888), caused much gnashing of teeth in London. (The Bricks remains a byword for crowd-displeasing conceptualism.) Since the opening of Tate Modern (see p010) in 2000, the city, and visitors to it, have embraced contemporary art, and the gallery has become emblematic of London’s re-emergence as a global creative hub. Our day takes in key new art sites, including Tate Modern’s Tanks (see p034), a subterranean space designed for large-scale installations and performance art. But before this, we start at 19 Greek Street (opposite). From Bankside, we stroll to the south London outpost of White Cube (see p036). As is the way today, Jay Jopling’s space is a commercial operation posing as an innovative public resource, and doing a good job of it. We loop back to Soho’s borders, to take in The Photographers’ Gallery (see p037), before a ride to Shrimpy’s (see p038), the longterm pop-up restaurant from art-world darlings David Waddington and Pablo Flack. Designed by architects Carmody Groarke, The Filling Station by night is a little bit of Ed Ruscha’s LA on the edge of a London canal, standing alone and waiting for the biggest urban development in Europe to swallow it up. For full addresses, see Resources. 10.00 19 Greek street The brainchild of Marc Péridis of interior design agency Montage, 19 Greek Street is six floors of design set in a handsome Victorian townhouse. The first and second levels of the gallery-cum-store are devoted to Espasso, the pioneering US showroom specialising in Brazilian design from the likes of Carlos Motta (‘Asturias Armchair’, above right). The remainder are peppered with products that prove sustainable
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design doesn’t have to mean a sacrifice of style. There are pieces by Nina Tolstrup (‘Pallet Chair’, above left), Markus Kayser and Studio Aisslinger. The gallery will also be producing its own furniture — look out for exclusive collaborations, like Tolstrup and fashion designer David David’s chair (above rear). Visits are by appointment. 19 Greek Street, W1, T 7734 5594, www.19greekstreet.com
Diary
Danish Design
Tatler Indonesia June 2013
Danish Chromatism, which took place from April 9-14 in Triennale di Milano, was an interpretation of Danish design presented by Signe Byrdal Terenziani, and designed by GamFratesi. “Traditionally, Danish design is associated with wooden furniture and natural colour. In this exhibition, we want to reinterpret the traditional aesthetics through the use of colour—to create a new experience of the relationship between the classic and the modern products,” says the Italian-Danish architect duo GamFratesi.
Make Your Marc
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ondon design hub 19 Greek Street presented “Ricreare: Life After Catwalk”, a collaboration between designer Nina Tolstrup and celebrated fashion brand Marc by Marc Jacobs, to mark the official launch of Tolstrup’s ReImagined collection during the Milan Furniture Fair (April 9-14). Tolstrup’s design has now inspired a complete furniture collection, including sofas, daybeds, dining chairs, low chairs, and tables.
INDONESIA TATLER HOMES 17
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//// hoMe tenDances / transversal
Home Tendencies June 2013
Design x MoDe Lorsque le talent et la créativité de la designer danoise Nina Tolstrup rencontrent l’univers pétillant et coloré de la marque Marc by Marc Jacobs, cela donne un cocktail (d)étonnant de créations hautes en couleur. Explications.
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l est des rencontres heureuses dont naissent de brillants projets. Fidèle à la démarche de Nina Tolstrup, qui s’attache à donner une seconde vie à des matériaux délaissés en créant des objets contemporains inspirés du design scandinave, « Re-Imagined : Life After Catwlak », est de celles-ci. Née de la collaboration entre la designer danoise et la célèbre marque de mode Marc by Marc Jacobs, la collection répond à un cheminement créatif simple
mais efficace : la chaise Re-Imagined, dessinée par la fondatrice de Studiomama, pour la galerie Londonienne 19 Greek Street, est détournée grâce à des chutes de tissu issues des dernières collections de Marc Jacobs qui trouvent ainsi un nouveau souffle sur les différents dossiers et assises. Une série de créations hautes en couleur qui repousse les frontières entre mode et design, pour notre plus grand plaisir ! n
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About 19 Greek Street 19 Greek Street is London’s hub for international contemporary design honouring values of craftsmanship, sustainability and design aesthetics. Established by Designer and Creative Director Marc Peridis, the 6-floor Victorian townhouse hosts an eclectic and contrasting mix of collections including: the UK outpost of ESPASSO – the much acclaimed specialists in modernist and contemporary Brazilian design, the supercyclers, the Australian “up-cycling” design collective, and a collection room gathering 19 Greek Street’s own commissioned pieces by established and up and coming designers.
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19 Greek Street, London W1D 4DT | t. +44(0)20 7734 5594 | hello@19greekstreet.com | www.19greekstreet.com