Das Kundenmagazin der Andreas Messerli AG ... - Messerli3D

English Summary
Established & Sons
The creations of the young British
design label Established & Sons are
shown in a former “pelota” court
(a Mediterranean type of squash),
one of the numerous side events
of the Milan Furniture Fair.
The exhibit attracts a great deal of
attention. Three totem poles made
of cardboard boxes tower over
the entrance. Neon lights suspended
from the ceiling and resembling
oversized inflatable swimming
aids cast a dim light on the room.
Each exhibit is highlighted by spot
lights. The room is separated by
long walls of cardboard boxes, featuring
the latest collection in the
center, while last year’s creations
are placed to the left and right.
Heavy shelves and clocks are mounted
to the boxes.
Text and black and white pictures
are printed on the outside of the
brown boxes, which are arranged
to look like a mosaic. While forming
a striking structure, they are inconspicuous
and take nothing away
from the exhibits. In actuality,
the idea was originally developed
because finances were limited.
The boxes create a stunningly simple
stage for the exhibits. The fact
that the furniture is delivered in
precisely such boxes intensifies the
effect and makes this a virtual
text book case of corporate identity
and even environmental compatibility.
In addition to the wooden crates
of Jasper Morrison, the show features
the work of architect Zaha
Hadid and Marc Holmes, a founding
member of the firm.
Most visitors wonder how the cardboard
boxes are able to hold up
the massive pieces of furniture. The
key is an invisible, sophisticated
high-tech system developed by
Messerli. Furthermore, Messerli
used state-of-the-art inkjet flatbed
printers to individually apply the
graphics to the boxes, which arrived
in the form of bare packaging
material. These digital printers are
capable of handling any type of
material up to 5 cm in thickness.
Established & Sons was founded
by four Englishmen and has grown
into a 17-member firm in just two
years. The name is a stroke of
genius as the company consists of
well-known (established) as well
as young (sons) designers.
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