ROBERT SEVER CELEBRITYJI - DalCasa

22
Cover story
that recognize design
more than ever before,
while also being
increasingly oriented
towards consumption:
these days, things aren’t
bought so they could
last, but rather so they
could make us happy
until we - get bored with
them.
Those precise qualities
of our time were recognized
by Karim Rashid.
According to his own
words, he uses design
as a medium in order to
speak about the spirit
of the digital age, and
no one can deny that
he perfectly captured
the spirit of our time
in his playful models,
which are uninhibited
by heavy attributes like
“timelessness” or “eternity”.
The Guru of the Cosmetic Industry
- For me, there is no such thing as a limit between
“high” and “low” design; I only recognize
design as a sum of elements that looks
better than the parts themselves
– this wacky
guru explains,
and his fluid aesthetics
and usage
of artificial materials
draw recognizable
roots from
some subculture
Jasper Morrisonov tramvaj / Jasper
Morrison’s tram
elements, such as the early days of
acid-house from the eighties (he
was a DJ in his youth). Therefore, it’s
hardly a surprise to see Rashid as
a first choice of many companies
that want to give a new breath of
life to their products. Like most of
his colleagues, Rashid predominantly
works in the interior and
furniture industry, and he created
irresistible lamps for Flos, Artemide
and Foscarini, which have become
objects of adoration. However, he
is just as good when it comes to
designing little boxes for perfumes
Kenzo, Davidoff or Issey Miyake or
creams YSL, as well as wristwatches
for Alessi or mp3 players for Sony…
He has some fashion success in
his resume as well, such as the Hypermix
collection for house Pia Myrvold;
he also created a series
of t-shirts for Lacoste, sunglasses
models for Swedish
manufacturer Sceye,
footwear for Italian manufacturer
Fessuro… This versatile
Egyptian lives in
Canada, and he
learned his trade
in Milan with Gaetano
Pesce and
Ettorre Sottsasso,
which resulted in
him being one
of the most successful
people in
the business. All it
takes is glancing
at his incredibly
long list of clients.
Jasper Morrison