Interview with designer Marco Vanucci (MV), regarding views on design, and for the award-winning design Dice Retail Display.

 
 
 
 
 
 
For High-Resolution Images & More Info Visit: http://www.adesignaward.com/design.php?ID=48233

Interview with Marco Vanucci at Thursday 21st of April 2016: DI: What is the main principle, idea and inspiration behind your design?
MV : DICE is a spatial installation designed to mark the entrance of the a Chinese fashion retailer. The artwork is a modular construction of reflective polyhedra. Dice takes inspiration from the contemporary flair of the fashion labels on display. Dice aims at creating a resonance with the other-worldlyness of the fashion avant-garde providing an alien backdrop within the shop. Dice resembles the form of a primitive crystalline formation, such as the natural crystals and the rocks that can be found across the vast Chinese landscape.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
MV : The main focus was to create a spatially engaging structure, a bold statement to enhance the presence of the boutique during Shanghai Fashion Week and beyond.

DI: What are your future plans for this award winning design?
MV : We are planning to continue the collaboration with our Chinese client and possibly, through this, extend our presence in China. Also, the project gave us the opportunity to bring this expertise back to London, the European capital of fashion and retail.

DI: How long did it take you to design this particular concept?
MV : The project was developed over a period of 6 month, from the first meeting with the client to completion.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
MV : The client had recently refurbished the flagship store which is located within the Xintiandi luxury mall in Shanghai. The client wanted to emphasize and give more presence to the entrance which is facing away from the main atrium of the building. This was the set brief we were given by the client and, from there, we started exploring the possibility to construct a 3-dimensional installation made out of simple multifaceted components. We also wanted to create a resonance between our artwork and the aesthetic of the boutique: the mirrors, the leather and the studs of the clothes, the silver jewelry.

DI: What made you design this particular type of work?
MV : I'm very interested and inspired by the natural world. In particular, I'm fascinated by fractals. I'm interested in the simplicity of the single unit or cell and, at the same time, the lawful intricacy of their geometry when they form into large assembly. In my design I'm interested in this tension between simplicity and complexity. This fascination is pursued through the study of mathematical patterns and the development of computational algorithms to turn pattern into spatial structures.

DI: Who is the target customer for his design?
MV : There main target are the customers of the fashion boutique: the young, fashion-savvy, Chinese and International crowd that go to the shop to get inspired by its beautiful clothes, its objects and its furniture.

DI: What is the most unique aspect of your design?
MV : The result is a bold, shiny structure that captures the attention of the customers and creates a playful interaction with the lights and the reflective mirrors it sets against to. It is, at the same time, a sculpture, a piece of furniture and a display element.