The largest gallery event organized by Tent Exhibitions, Superbrands London was initiated to provide international design-brands with a new and exciting place to exhibit during the London Design Festival, with a focus on furniture and interiors.
Situated at the iconic Boiler House at the Old Truman Brewery, the setting was designed by architect Anna Termite, Art Director at MVDV, a young British design-marketing consultancy founded by Mirko van den Winkel. The installation emphasizes the extreme height of the unique space (7m high) by adding a subtle play of different layers of fabrics. It leaves the industrial character of the location intact, but softens it sufficiently to allow for a neutral exhibition space, thus rendering the brands’ products the real highlights of the show.
Jimmy MacDonald, Director of Tent Exhibitions says, “Larger brands have always visited Tent London because of its eclectic mix of designers, companies and gallery events, but with the inclusion of Superbrands London, we are providing a befitting exhibition environment for them to now want to participate.”
Each of the participating brands are as varied and diverse as the design market itself, but all share in common a strong identity and powerful vision for the future. Whether the focus is on innovative design or specialist knowledge of materials; such as Karboxx with their carbon fiber lighting or Quinze & Milan’s trade-marked foam spraying technology, their craftmanship, engineering and production capacity is what makes them ‘super’. Italian craftmanship combined with a new design philosophy are also the basis of success for Erba Italia and Segis.
There was also a Talks Programme during the event, which included discussions led by Mirko van den Winkel on the co-operation between brands and designers on the constraints for growth of British design-brands. Speakers included Patrizia Moroso (Art Director, Moroso), Ben van Berkel (co-founder, principal architect, UNStudio Amsterdam Shanghai), Anna Lombardi (italian design critic and communicator) and Gitta Gschwendtner (Designer & Public Artist).