Fendi & Design Miami 2010

Fendi collaborates with the architectural studio ArandaLasch on a multi- media installation and performance at this year’s Design Miami/. Part of a two-stage project, Modern Primitives features a collection of furniture and objects that resemble over-scaled minerals, first launched at the 12th Venice Biennale of Architecture in August and culminating at Design Miami/ this December.

In its debut at the Venice Architecture Biennale, the project is installed as a landscape, with the mineral furnishings dispersed loosely across the entry of the Palazzo delle Esposizioni in the Biennale Giardini, creating a garden lounge that Biennale visitors are encouraged to explore, use and enjoy throughout the exhibition.

At Design Miami/, the project develops into a collaborative performance that exposes the design process behind the furniture. The pieces initially displayed in Venice are  transformed by Silvia Venturini Fendi through the application of Fendi fur and leather. During Design Miami/, ArandaLasch will work on site to construct new designs, growing the installation space itself over the course of the 5-day event, where the fair’s visitors are invited to participate in the performance by creating their own designs.

Together, the different aspects of the installation comprise a synthesis of ArandaLasch’s technologically- informed design with Fendi’s legacy of  craft – an experimental exploration of the creative space shared by architecture, design and fashion.