Working with paper as the raw material, UNFURLED is a feature installation taking over the front window at Gaggenau London during the London Festival of Architecture 2022. Made of a series of recycled Gaggenau catalogues that have been meticulously folded and placed across the existing structural framework of the showroom, UNFURLED creates a bold architectural gesture that speaks to a zero-waste methodology.
The artwork itself takes on both a 2d and 3d form as catalogues are stacked and folded transforming into a 3-dimensional artwork, reflected and refracted in the mirrors behind and enhanced at night with dramatic lighting. Through its re-use and non-obstructive installation methodology, UNFURLED is a playful and sustainable installation aligning with Gaggenau brand principles whilst activating the architectural space of the front window.
Interview with HagenHinderdael designers
From your experience, what do you believe sustainable design is?
We believe that sustainable design is not only about being environmentally conscious, but repurposing materials to create elements that are both appealing in their form and functional in their output. Particularly within the market of high-end design, we focus on pushing the envelope blending both craft and technological advancements in order to achieve new designs that have the incentive of a continuous afterlife; through being both resourceful and thought out.
How important is sustainable design today?
Design is integral to our everyday life, and as such thinking with a sustainable output is too. We are earth-conscious designers of the future, and with a global increase in activism for climate change can also see a shift in consumer behaviour – in favour of products that are environmentally friendly, over readily available. This trend is only getting stronger, forming the heart of conversations by both commercial and start-up companies alike. It is no longer enough to offer green design, but instead we need to be looking at the full life cycle of a design – from the take and make production process down to how the end products are packaged and being distributed to consumers.
How do you feel sustainability is progressing in the market?
Although there have been milestones in development, there is still a lot of exploration to be done. Particularly we can see a market shift in exploration of new materials to extend lifespans of objects and repurpose them into new forms. From material research and development, to technological advancements in 3d printing, it is still very early but we can see progress in a positive direction.
What was the inspiration behind the showroom showcase at Gaggenau London?
We were inspired by the Gaggenau core principles of attention to detail, sustainable output, and Bauhaus thinking. The design itself creates powerful gestures in its form whilst reusing waste materials and applying meticulous folding and craft to each catalogue to create a strong architectural form in the shop window at Gaggenau Wigmore Street.
How has “unfurled” developed?
The design was developed through a series of complex 3d modelling studies in which we looked at how we could fold the repurposed 2021 catalogues in varying ways to achieve furls in both the vertical and horizontal plane – laying these across the existing shelving units at Gaggenau. To enhance the effect, we apply both mirrors and lighting that elevate the experience and provide moments for reflection and deconstruction within the installation. Following on a formwork, we then had to realise what the unfurled structure of each catalogue would look like. Through a series of practice folding techniques we developed a ‘rule’ by which we meticulously fold each page of the catalogues to achieve the furls within the book – thickening the spine whilst celebrating and being able to see the Gaggenau appliances and range in the unfurled form. Each book takes just under an hour to fold and celebrates the loving attention to detail and craft that is a core principle of Gaggenau.
What prompted you to repurpose materials for installation?
Our studio ethos focuses on products and installation designs that have the incentive of a continuous afterlife. Having reviewed the core principles of Gaggenau, we felt a strong synergy and immediate connection to the sustainable narrative of the brand and knew that in this way – repurposing materials would become integral to our installation design. From the recycling of old catalogues that were destined for landfill, to the re-use of mirrors and lighting from previous installations – UNFURLED has a full-circle narrative at its core.
Are there particular materials you have been wanting to work with?
The theme of the LFA open call was to look at using paper as the core material within the installation. When we thought about this further, we immediately knew we wanted to do something that celebrates origami-like craft and attention to detail – but we did not know what form it would take until we were partnered with Gaggenau. As artists, we are always exploring new materials and methodologies – blending craftsmanship and technology to create our products and installations. Upcoming materials in our pipeline include hemp, fermented sugar and wood, and 3d-printed clay.