¡VIVA LA DIFERENCIA!

 In Search of Customisation in Design

 

¡Viva la diferencia! is an exhibition that focuses on customisation and the battle against standardisation, one of the chief concerns in the world of contemporary design.

 

Curated by Ana Domínguez Siemens, it presents some thirty international projects, both experimental and commercial, in the form of original pieces and videos

 

It focuses on one of the primary concerns in the world of contemporary design: the battle against standardisation. Curated by Ana Domínguez Siemens, the exhibition showcases experimental projects and commercial designs that have already been developed which promote personalisation and customisation and provide an answer to consumers’ desire to abandon an undifferentiated domestic landscape and express their own individual identities.

 

The exhibition will be held on the 4th floor of CentroCentro from 16 February to 20 May, as part of the programme of the first edition of the Madrid Design Festival.

 

Singularity and Diversity

“The appearance of the industrial production of serially manufactured, identical products in the 19th century was seen at the time as a major leap of progress which not only provided the consumer with more democratically-priced items, but with items that were also “perfect”. The mistakes inherent to traditional manual craftsmanship were eliminated”, explains the curator. “Over time, the notion took shape in the world of design that perhaps these ‘despised’ imperfections had a positive side, as they gave the item in question a human touch as well as some diversity”.

 

In the 1970s the designer Gaetano Pesce, a pioneer in the anti-serialisation school of thought, was already advocating the malfatto, i.e. the badly made or imperfect things, as a positive trait that could be celebrated. “His goal was always to determine how to achieve the desired or coveted singularity that makes items unique, using the industrial production platform as a means of production that could yield a more fitting reflection of our society, which is unmistakeably –and fortunately– diverse”, explains Domínguez. He then created two projects for the company Cassina, the Dalila chair –displayed in the exhibition– and the Sit Down chair. He left it to factory workers to decide the final shape of these chairs, so that each would be slightly different from the others. In addition to the Dalila chair, other pieces by master designer Pesce will be displayed at CentroCentro, such as the Fontessa shoes he created for the company Melissa and the prototypes of his Dear Diversity chairs.

 

These days, technology has made it easier to manufacture non-standardised products and many designers offer differentiated products or products that can be adjusted to suit the end consumer's individual requirements. ¡Viva la diferencia! displays a selection of some thirty products, including furniture and items whose aesthetic is inspired by the user’s physical traits: the colour of their eyes, X-rays of their bones, the shape of their body or head (Cloning Series, by 5.5 designers). It also showcases items whose production takes its lead from the audience, with colour and size variations introduced depending on the interest they arouse (Collective Works, by mischer’traxler), as well as lamps that allow for over ten billion possible combinations (Alphabeta lamp, created by Luca Nichetto for HEM), tables whose materials, finishes and up to twelve different leg styles can be chosen by the user, changing the look of the end product (Multileg table, by Jaime Hayon for BD Barcelona Design) and unique hand-knotted rugs that display the weavers name, age and the number of hours spent making the rug (Day by Day rug, by mischer’traxler for Nodus).

 

The exhibition, which is conceived as a three-dimensional discourse on diversity in the production of furniture and objects, guides visitors down a path that simulates an assembly line, the unmistakable symbol of standardised production, which stands in contrast to the items that are exhibited. The entire installation is made from panels of recycled wood and 1,300 cardboard tubes. It has been designed by Ciszak Dalmas.

 

Year: 2018

Client: Madrid Destino

Adress: Centro Centro Cibeles, Madrid

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SELECTED WORKS

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GISELA
New flagship store design for GISELA Lingerie Brand, Calle Nueva 9, Malaga.
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HOFF
New flagship store design for the HOFF Brand, Calle Velazquez 39, Madrid.
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MALABABA
New flagship store design for the Madrilenian brand Malababa, Calle Serrano 8.
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VIVA LA DIFERENCIA
Exhibition design at CentroCentro Cibeles, curated by Ana Domínguez Siemens, that focuses on one of the primary concerns in the world of contemporary design: the battle against standardization.
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NINAMUR FOR MUSEO THYSSEN BORNEMISZA
Limited eyewear collection designed for Museo Thyssen, Madrid. The experimenting process was about mixing resins, minerals and other materials to create new textures and unpredictable effects.
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MAX&CO.
A new concept for the Italian Max&Co. firm stores worldwide, counting 500 single- label boutiques. Developing of a completely new retail experience, interior, furniture and lighting system design.
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MURO.EXE
Design of a hybrid footwear, creative direction and leading of a multidisciplinary design team. Muro is a hybrid between a shoe and a sneaker, conceived and designed for a daily use. It’s a unique model, it’s pure and timeless.
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LIBROS MUTANTES
Exhibition design for the Libros Mutantes Book & Art fair at La Casa Encendida, Madrid. Adaptable furniture to multiple configurations providing a solution to the excessive waste of material in ephemeral trade shows.
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ZARA "JOIN LIFE"
Zara invites us to research new possibilities for re-using the shipping cardboard boxes. Every time you receive an online order it comes in a box with a past.
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AMBROSIA
Retail design for the Ambrosia store, the new women fashion multi-brand promoted by Yusty in the Madrilenian Calle Claudio Coello.
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TORTUGA LIVING - DUMBO COLLECTION
Set of bookends manufactured in simple and sturdy steel shapes for the New York design firm.
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HEAD x AESOP
Window display for Aesop Genève with HEAD students.
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BABY SWING
The Baby Swing by La Clinica Design is designed for both indoor and outdoor use, for children that loves swinging from 6 months to 3 years old.
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ESSENCE DIFFUSER BY BOSA
Every precious thing needs protection, a shell, a case which keeps it safe. Aura is an imaginary bottle whose content is the essence of a fragrance, dispelled through evaporation.
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LOPE DE VEGA 21
Interior design viewed from an experiment practice perspective, retooling interior textures from past occupants.
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LA CLINICA COLLECTION
Timeless furniture with fine regard for the details, handmade in Spain. If simplicity is the ultimate sophistication, La Clinica pieces result into beautiful and simple artifacts.
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CABARET BY BITOSSI
A metal trays collection distinguished by a mixed of geometrical shapes, soft surfaces and color shades.
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IL CARRELLO BY LA CLINICA DESIGN
Adaptable display carts for both public and domestic situations.
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BIKE SHOWER, MATADERO MADRID
A refreshing water gate for city bikers. The event pretends to increase consciousness on more sustainable means of transportation in our cities.
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CHUS BURES
Design exhibition for the Spanish jewelry designer. Conceived as a landscape of different displays manufactured in blowing glass technique by La Real Fabrica de Cristal in Segovia.
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HOME-1 BY RUGINE
Each piece of furniture introduces the use of metal as a warm material for our home interiors.
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I OWE YOU
Branding, product and interior design for the clothing brand that celebrates uniqueness and artisanship.
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TALISMAN
Contemporary Symbolic Object is a group exhibition curated by Barbara Brondi & Marco Rainò. For the occasion Ciszak Dalmas designed “The Talisman of Abandon” for he who begins a path seeking his own spirituality and inner peace, beyond the perceptible experience and the material context.
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THE LONDON RITUAL
A ritual designed for the London N.1 gin brand presenting a collection of symbolic and functional objects for the best tasting of the gin&tonic.
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ANOTHER TERRA
Arca is a portable storage where the seeds of a universe, made of earth related images and memories, are preserved.
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