Das Haus - Interiors on Stage 2013

Transcription

The imm cologne‘s content
service for design and interior
lifestyle
18_en
Das Haus 2013
Guest of Honour: Luca Nichetto
2 I The imm cologne's content service for design and interior lifestyle: 18_Das Haus 2013
Photo: Constantin Meyer; Koelnmesse; Das Haus 2012
“Das Haus – Interiors on Stage” is the simulation of a
home at the international interior design fair imm cologne. In the middle of the Pure Village hall, the trade
fair erects an approximately 180 m² platform as an open
stage for the installation. Every year, the imm cologne
nominates a new designer whose plans are then used
for the layout and furnishings. As Guest of Honour, he/
she determines what both the architectural elements
and the furnishings for the interior and outdoor spaces
will look like. The furniture, colours, materials, lighting
and accessories chosen by the Guest of Honour add up
to an individually configured interior design. But this holistically conceived proposal isn’t just meant to be forward-looking; it should be practical as well – and above
all authentic. “Das Haus – Interiors on Stage” is both a
designer portrait and a visionary blueprint, an example of how it is possible to create a world of one’s own
that becomes an expression of one’s own personality.
In 2012, London design team Nipa Doshi and Jonathan
Levien were in charge of the new format’s debut. At the
imm cologne 2013, the design event will continue under
the direction of Italian product designer Luca Nichetto.
Contents I 3
Das Haus 2013
4 Editorial
Markus Majerus
A coherent and authentic design
www.imm-cologne.com
www.livingkitchen-cologne.com
www.purevillage.net
6 Portrait Luca Nichetto
The Art of Listening
www.lucanichetto.com
14 Essay
Luca Nichetto: Interaction between inside and
outside
18 Press Release/Overview
“Interiors on Stage” 2013
Luca Nichetto’s “Das Haus”at the
imm cologne 2013 creates a view of the greenery
24 Compact: Das Haus 2013
Luca Nichetto: Letting nature into the house
5
4
rd
va
Bo
Piazza
26 Workshop interview with Luca Nichetto
"I want to show that you have to take care of
your house."
36 Press Release
Pure Editions kicks off with top-notch line-up
www.imm-cologne.com
40 Facts and Figures imm cologne 2013
Hall plan
www.imm-cologne.com
www.purevillage.net
ule
10
42 Interview Dick Spierenburg
“Pure is a format for design quality.”
46 Imprint/Credits
47 Editor’s note
Editorial I 5
Editorial
A coherent and authentic design
We all have a strong need for role models. These days,
however, that need is motivated not so much by the desire to look up to somebody as by the desire to learn
from others’ experience. Today the possibilities available
to us for shaping our lives, as well as the consequences of
choosing which of those possibilities we want to take advantage of, seem so multifaceted, confusing and complex
that we are not able to draw on our own experiments and
experiences as a basis for making the right decisions in
all areas of our lives. This applies not only to the “big”
issues like politics, education or finances, but to the “little” issues as well, which affect things like what we eat
and how we bring up our children or design our homes.
In these areas too, we look for examples and experiments that can help us make our decisions. Perhaps that
is also why the launch of our new design format at the
imm cologne 2012 was such a great success, for rather
than creating an ideal of the future or an abstract enigma,
“Das Haus – Interiors on Stage” creates a scenario that is
both liveable and tangible.
Photo: Markus Majerus; Koelnmesse
It is because we seek the personal example they set that
designers are so sought after today. Ultimately, creativity is their business. They create beautiful things on our
behalf, gather inspiration from all over the world and
endow their objects with something of their personality.
And if we are lucky, they are also willing to risk an experiment and design an entire living environment: based
on a concept that shows us how we could furnish and live
in our own little world.
Luca Nichetto, this year’s Guest of Honour for “Das Haus –
Interiors on Stage”, has done just that – in very impressive fashion. His initial plans and drawings, as well as
his well thought-out explanations, evoke a “Haus” that
invites us to enter a different world: a piece of modern
architecture for humans and nature alike, a virtuoso mix
of beautiful things, progressive ideas and borrowings
both from the relatively young designer’s hometown of
Venice and from Sweden, the country he has adopted as
his second home.
Once again, our Guest of Honour thus embodies a blend
of two different design traditions – that of Sweden and
that of Italy. Apart from that, Luca Nichetto’s design for
“Das Haus” has little in common with the début “Haus”
created by Doshi Levien for the last imm cologne, as you
will see for yourself when you look through this content
folder and come to the trade fair. At the same time, there
is another, entirely different reason why the choice of an
Italian designer seems logical: rarely have there been so
many Italian exhibitors at the imm cologne as there will
be at the coming fair.
Luca Nichetto has taken the highly topical theme of sustainable living and made it his own. The result is a very
personal statement on how living with nature can change
our perception not just of our living space, but also of the
bigger connections between the earth, the climate, mankind, what we eat and the way we live. He has thus opted
for an approach which, unlike the technical sophistication
we strive so hard for in these parts, makes the topic directly accessible to us by appealing to our emotions.
Thank you for your interest. Enjoy the read!
Markus Majerus
Photo: Luca Nichetto; Markus Mostro
Portrait Luca Nichetto I 7
Portrait Luca Nichetto
The Art of Listening
Photo: Luca Nichetto; Koelnmesse, Andreas Körner (IMM13_DH0401_01)
Luca Nichetto is actually a designer of the old school. That
seems to be at odds with his reputation as a rebel and a
representative of a new generation of Italian designers
that is trying to emancipate itself from the Milan scene.
And yet the Venetian deliberately refers to role models
like Achille Castiglioni or Vico Magistretti. Not to their
signature style – because, Nichetto emphasises during
the talk in his studio, they didn’t have one; style only
started to gain importance after Memphis. Instead, he is
referring to the way they saw themselves. “My approach
is the same: first I listen to what the client wants … and
then I try to understand the material. Ultimately, the
form is the result of what is possible.”
The craft tradition of Murano, the glass-making island
where he was born, continues to influence Nichetto’s understanding of design even today. When it comes to details
like the arrangement of the folds in the fabric of a piece of
upholstered furniture, he doesn’t rely on computer simulations but trusts instead in the magnificently crafted miniature model of the armchair, chair or sofa made for him by
Francesco Dompieri, a designer and partner at Nichetto’s
studio. This gives rise to furniture like the La Mise sofa for
Cassina, which features a cover made from a single piece
of fabric and outsized decorative zigzag stitching along the
outer edges of its silhouette.
Photo: Peter Röberg; Robo; Offecct (2010)
Luca Nichetto (*1976) is famous for doing things his
own way. He attended the Art Institute in Venice, partly
financing his subsequent studies with design drawings
for glassmakers Salviati. In 1999, this resulted in his first
successful product, the Murano vase Mille Bolle. After
graduating as an industrial designer from the University
Institute of Architecture of Venice (IUAV), a period with
Foscarini where he worked in product development and
materials research, and his first successes as a designer,
he remained in Venice, founding design firm Nichetto &
Partners in city’s Mestre harbour in 2006 and opening
a second studio in Stockholm in 2011. His company develops designs for everything from sofas, chairs, office
furniture, lamps and carpets all the way to glasses, vases
and kitchen accessories. He is widely regarded as one of
the most sought-after young designers in Italy and collaborates with a multitude of international brands, including Bosa, Casamania, Cassina, De Padova, Established
& Sons, Foscarini, Fratelli Guzzini, Glass Idromassaggio,
Globo, Italesse, Kristalia, La Chance, MG Lab, Moroso,
Offecct, Tacchini, Venini and Petite Friture. It is, he says,
his experiences with the design culture that permeates
everyday life in Sweden that motivate him to combine the
modern, functional and democratic design philosophy of
Scandinavia with the emotional, flamboyant tradition of
Photo: Lepel; Casamania (2012)
Photo: Jason Strong; Les Poupées; Gallery Pascale (2012)
Italy, which is geared towards craftsmanship just as much
as it is towards speed.
Luca Nichetto is one of the most productive designers in
the field – you encounter his products at all the world’s
trade fairs. One of his recipes for success is a constant
change of perspective: he makes things appear in a new
light by reducing them to a simple, sensuous form and
producing them in new materials. He also likes to equip
his creations with intelligent functions or instinctively accessible stories. Nichetto brings together materials and
functions that develop an unusual aesthetic language:
glowing objects made of suitcase covering fabric or plastics from the automobile industry, chandeliers in plastic,
stools in ceramic or concrete.
With his latest project, the “Das Haus – Interiors on Stage” installation for the imm cologne 2013, Luca Nichetto is again
changing his perspective – in two respects. Firstly, he can
devote his attention to a theme that has become increasingly important to him since his orientation towards
Scandinavia: sustainability in design. And secondly, he
can explore the way his creations interact with one another on a larger scale – in the interior of a house of his
own design. He will, however, be sharing this house with
an abundance of plants… and around 100,000 visitors.
Editor’s note:
The DVD contains numerous product photos from Luca
Nichetto in print-quality resolution, as well as text material
by the designer.
Press contact:
Elena Freddi
Email: press@lucanichetto.com
Tel.: +46 (0) 73 5507 446
“You can help people change
the world by using good
products to give them a
good feeling and a reason to
smile.”
Luca Nichetto
Photo: La Mise; Cassina (2012)
Photo: Peter Guenzel; Dame; Established & Sons (2011)
Photo: Plass; Foscarini (2011)
Photo: Massimo Gardone; Stewie; Foscarini (2012)
Photo: Stanislas Wolff; Float; La Chance (2012)
Photo: Hangar; MG Lab (2012)
Photo: Railway; De Padova (2012)
Photo: Affetto collection; Globo (2012)
Photo: Swell; Petite Friture (2012)
Photo: Arillo; Venini (2010)
Photo: Koelnmesse; Andreas Körner; Design: Luca Nichetto (IMM13_DH0701_01)
Essay I 15
Essay
Interaction between inside
and outside
Venetian designer Luca Nichetto is creating “Das Haus –
Interiors on Stage” for the imm cologne 2013. In this
essay, he explains the underlying ideas behind his
design, his opinions on sustainability and his understanding of his role as a designer.
Our cities are artificial worlds – habitats without a natural
biosphere in which the apparent chaos of flora and fauna is replaced with the equally unfathomable chaos of the
traffic. The more modern our homes are, the more the
nature in them seems like an alien element. That was my
starting point.
But does it have to be that way? What happens when a
designer takes a closer look at this relationship between
man and nature, between the way we live and the environment? This in turn raises other questions: why on earth
would a designer want to choose such an ambitious and
ideologically charged subject as “eco-compatible living”
for a project like the imm cologne’s “Haus”? Does he perhaps just want to jump on the sustainability bandwagon?
Is he trying to make a ground-breaking contribution to
ecological architecture? Or does he just want to present
yet another sustainably produced new chair after all? In
the end, a sense of foreboding looms: is he perhaps a
starry-eyed idealist who’s trying to make the world a better place?
Don’t worry. “Das Haus” for the imm cologne 2013 hasn’t
turned out to be a model for improving the world. Instead it
is a personal statement, a temporary realisation of a dream
about how we might live in the future. I don’t want to design
a house that changes people’s lives; that’s quite simply
beyond my capabilities. At the end of the day, a designer’s
passion is always his profession too, and the best thing he
can do is to make each and every new chair as good as he
possibly can. That’s the most honest way of dealing with
people’s expectations of him. In my opinion, a creative’s
responsibility lies in ensuring his work is contemporary
and adopting a strong position.
Essay I 17
“Nature and our environment have to be treated with
more respect.”
Luca Nichetto
Today, being contemporary means changing the way you
think – and changing the way you think as a designer
as well. Nature and our environment have to be treated
with more respect. That’s why my “Haus” directs its attention to the natural system that surrounds us and the
conventional barriers that exist between the places we
live in and the open space that is nature. When I was
working on my design, I had the modernist architects of
California in mind, as well as the works of the Japanese
masters and the buildings of Carlo Scarpa. In all these
works, I see the constant presence of nature flanked by
architecture. In contrast, our living culture normally identifies nature with “outside” and the dwelling with “inside”.
When parts of the outside world make their way into the
interior, then only ever as purely decorative elements.
Why not redefine this relationship for our homes? What
if, as in the film “Powers of 10” by Ray and Charles Eames
(made in 1968, released in 1977), we consider the relationship between the micro and macro systems and use
it as a starting point for seeing the earth as a role model
for the organisation of our own little world? What if we
interpret the home as a habitat organised around a green
heart? Just as the equatorial forests supply the overall
system of the earth, this heart would supply the home
with energy in the form of light, oxygen and emotions.
Then dark corridors, the perpetual one-sided orientation of the entire house towards the south-facing balcony
and, to some extent, even the very walls might become
superfluous. That opens up totally new possibilities for
organising the space, for the flexible allocation of functions and, last but not least, for the way we live together.
That is the idea behind “Das Haus 2013” – an experiment
on what living with nature might look like. It dispenses
almost entirely with closed walls so as to emphasise the
concept of merging the “inside” with the “outside”. The
living area forms the heart of “Das Haus”, its centre – and
not just metaphorically speaking. All the other rooms are
connected with this heart. The entire central living area
is surrounded by nature, the presence of which delimits
the space without the dividing line becoming a wall.
We can’t all live in a natural idyll, in wooden buildings and
eco-developments on the outskirts of the city. In order to
change our living culture, we have to find small-scale
solutions that are transferable – to different countries, to
a different climate and to structures with different degrees of urbanisation. Even in a small apartment, integrating nature and plants can enrich the way we live. And
why shouldn’t it be possible to live with nature even in an
urban habitat? The modernist architects or the organic architecture movement exemplified by Carlos Scarpa
worked in this direction, just as Jean-Marie Massaud,
Michael Sorkin or firms like MVRDV Architects are doing
today.
A project like “Das Haus” is not real architecture, it is an
installation at a trade fair that is seen by thousands of
people. “Das Haus” counters this artificial trade fair city
with an architectural tableau that is filled with life – with
plant life. The idea of an energy-saving, eco-compatible
house implemented in the form of a modern yet cosy interior design is definitely more attractive than a demonstration of sustainable technologies. Emotions have always been more convincing than arguments.
This can be applied both on a large scale and on a small
one. You can help people change the world by using
good products to give them a good feeling and a reason
to smile. But it isn’t the products that change the world.
In its current form, our civilisation, which defines itself
via consumption, is gradually nearing its end. The solution can only be to produce fewer and better things and
not lose sight of the bigger picture – the materials, production, lifespan, tradition, living culture, architecture and
natural surroundings. That is a challenge for any designer
who concerns himself with this topic. But ultimately, that
is precisely what constitutes ambitious design: the fact
that it asks itself questions like these.
Text: Luca Nichetto
Support: Claudia Wanninger
Interiors on Stage 2013
Luca Nichetto’s “Das Haus”
at the imm cologne 2013
creates a view
of the greenery
• A model for an integral architectural
concept in close touch with nature
• In 2013, “Das Haus” will be showing an interior design dominated by
Italian brands and numerous new
products
• Together with Pure Village, the
large-scale living space scenography
is moving from Hall 3.2 to Hall 3.1
Following London design team Doshi Levien’s successful launch of the new design event at the imm cologne 2012, the trade fair has nominated designer Luca
Nichetto as its Guest of Honour for “Das Haus – Interiors on Stage 2013”. In his design, the Venetian focuses
on solutions that are intended to enable occupants to
live in direct contact with the plant world.
In Nichetto’s “Haus”, plants appear as an integral element of the architecture and interior design: in specially
created pots, they adorn not just the walls of the façades,
the louver-like structure of which is dotted with transparent gaps and spaces for plants; inside too, they take
on specific functions that improve the indoor climate. In
the form of big plant pools, planted courtyards and integrated terraces, they fill the interior with greenery,
allowing its architecture to stage the interplay between
indoors and outside.
Scandinavian simplicity with Italian inner workings
The simple architecture of the “Haus”, which has been
designed using natural materials and colours and creates
a rather reserved impression, provides the setting for the
furnishings, most of which are Luca Nichetto’s own designs. Once again, the project is enjoying wide-ranging
support from manufacturers in this respect. In addition,
there will be a whole series of products and prototypes
specially designed and produced for “Das Haus”, as well
Press Release_Overview I 19
Illustration: Luca Nichetto; Koelnmesse (IMM13_DH0201_03)
as items loaned from Nichetto’s artist and designer friends
who support his vision of living in close touch with nature.
“I wanted to be able to see the green outside through every
big window. This creates the atmosphere of a connection
to nature while fostering a sense of intimacy at the same
time. I want to live in a modern home, but I also want to
feel at home,” says Luca Nichetto, describing a style of living that many people can identify with. At the same time,
his design largely dispenses with enclosed spaces: “There
are classic, separated living areas, but they don't necessarily require walls to separate them,” Nichetto says. “For
one thing, plants change the perception of a room, and
the furniture, of course, shows you what area of the house
you're in. I like the idea that the furniture gives the space
its function.”
An authentic statement on forward-looking interior
culture by a contemporary designer
“Das Haus” is the new imm cologne format for large-scale
design installations. At its premiere in 2012, “Das Haus”
turned into a real crowd-puller that fully justified its location in the midst of Pure Village, the trade fair’s lively
forum for interior design. In particular, the new conceptual approach of adopting a less abstract stance than previous formats and instead aiming to furnish the artificial
architectural framework in lifelike fashion was welcomed
across the board.
“Of course ‘Das Haus’ is about tendencies in current product and interior design as well,” says the imm cologne’s
Creative Director Dick Spierenburg, summing up the public interest in a nutshell, “but what really makes this format so interesting for visitors and the public is that it is
filtered through the personality of the guest designer.”
Luca Nichetto is famous for doing things his own way. He
stayed in Venice, founded his own design firm in the city’s
Mestre Harbour in 2006 and opened a second studio in
Stockholm in 2011. His company develops designs for everything from sofas, chairs, office furniture, lamps and carpets
all the way to glasses, vases and kitchen accessories. He
is widely regarded as one of the most sought-after young
designers in Italy and collaborates with a multitude of international brands, including Bosa, Casamania, Cassina,
De Padova, Established & Sons, Foscarini, Fratelli Guzzini,
Glass Idromassaggio, Globo, Italesse, Kristalia, La Chance,
MG Lab, Moroso, Offecct, Taccini, Venini and Petite Friture.
It is, he says, his experiences with the design culture that
permeates everyday life in Sweden that motivate him to
combine the modern, functional and democratic design
philosophy of Scandinavia with the emotional, flamboyant
tradition of Italy, which is geared towards craftsmanship
just as much as it is towards speed. As in 2012, the imm
cologne has thus selected a representative of the younger
generation of designers who nevertheless has sufficient
experience to largely furnish even an extensive living
space installation like “Das Haus” with his own products.
Luca Nichetto sees “Das Haus” as a holistic experiment
With his plans for “Das Haus”, Luca Nichetto wants to pursue his growing interest in sustainable design. What particularly appeals to him about the project is the possibility
of conducting a holistic experiment that goes far beyond
the scope of pure product design. “Nature is often regarded as a combination of different elements located outside.
Occasionally nature is there just to accomplish decorative
functions, thus losing its vital essence and characteristics,” believes Luca Nichetto – and makes a counterproposal: “Why not redefine this relationship for our homes?”
A new location for “Das Haus” as of 2013
At the next imm cologne in January 2013 Pure Village,
where “Das Haus” is located, will be moving to Hall 3.1,
along with the “D3 Design talents” exhibition and the lecture forum “The Stage”.
Pure Village was launched in 2010 as a conceptual and
spatial extension of the Pure segment. With its systematically planned trade fair architecture and extended interior design offering, it has proved an ideal addition to the
large-scale brand presentations on three levels of Hall 11.
Under the title Pure, the imm cologne brings together
presentations by brand-name manufacturers who feel a
special commitment to design. The great demand for premium exhibition space calls for targeted expansion of the
Pure format. Pure Editions, a platform for creative brands
with visionary products and product concepts, will make
its debut in 2013.
The next dual trade fair
imm cologne // LivingKitchen will take place from:
14th – 20th January 2013
Further information:
www.imm-cologne.com
www.purevillage.com
“There are classic, separated living areas, but
they don’t necessarily require walls to separate them,” says Luca Nichetto. “For one thing,
plants change the perception of a room, and
the furniture shows you what area of the house
you’re in. I like the idea that the furniture gives
the space its function,” adds the designer.
Compact: Das Haus 2013 I 25
Compact: Das Haus 2013
Luca Nichetto: Letting nature into the house
“Das Haus – Interiors on Stage” is the large-scale staging of a living situation based on the very personal ideas
of an internationally influential designer who changes every year. Following London design team Doshi
Levien’s successful launch of the imm cologne’s new
design event at the beginning of the year, the trade fair
has now nominated designer Luca Nichetto as its Guest
of Honour for “Das Haus – Interiors on Stage 2013”. In
his design, the Venetian focuses on solutions that are
intended to enable occupants to live in direct contact
with the plant world.
In Luca Nichetto’s “Haus”, plants appear as an integral element of the architecture and interior design: they sit in the
exterior walls, the louver-like structure of which provides
plenty of space for light and plants and, inside the house,
take on specific functions that improve the indoor climate.
In the form of big plant pools, planted courtyards and integrated terraces, they fill the interior with greenery, allowing its architecture to stage the interplay between indoors
and outside.
Scandinavian simplicity with Italian inner workings
The simple architecture of the “Haus”, which has been
designed using natural materials and colours and creates
a rather reserved impression, provides the setting for the
furnishings, most of which are Luca Nichetto’s own designs.
The project is enjoying wide-ranging support from the
mostly Italian manufacturers in this respect. In addition,
there will be a whole series of products and prototypes
specially designed and produced for “Das Haus”, as well as
items loaned from Nichetto’s artist and designer friends
who support his vision of living in close touch with nature. “I wanted to be able to create the atmosphere of a
connection to nature while fostering a sense of intimacy
at the same time. I want to live in a modern home, but I
also want to feel at home,” says Luca Nichetto, describing
a style of living that many people can identify with. At the
same time, his design largely dispenses with enclosed
spaces: “I like the idea that the furniture gives the space
its function.”
An experiment in living by an inventor of beautiful forms
Luca Nichetto is famous for doing things his own way. In
2006, he founded his own design firm in Venice, opening a
second studio in Stockholm in 2011. His company develops
designs for everything from sofas, chairs, office furniture,
lamps and carpets all the way to glasses, vases and kitchen
accessories. He is widely regarded as one of the most
sought-after young designers in Italy and collaborates
with a multitude of international brands, including Bosa,
Casamania, Cassina, De Padova, Established & Sons,
Foscarini, Fratelli Guzzini, Glass Idromassaggio, Globo,
Italesse, Kristalia, La Chance, MG Lab, Moroso, Offecct,
Tacchini, Venini and Petite Friture. With his plans for “Das
Haus”, Luca Nichetto wants to pursue his growing interest
in sustainable design and explore the possibilities of living
in close contact with nature.
A new location for “Das Haus” as of 2013
At the next imm cologne in January 2013 Pure Village,
where “Das Haus” is located, will be moving to Hall 3.1,
along with the “D3 Design talents” exhibition and the lecture forum “The Stage”.
www.imm-cologne.com
www.purevillage.net
Workshop interview with Luca Nichetto
“I want to show that you have to take care of your house.”
Luca Nichetto, whose choice of location well away from
the Milan scene is not entirely coincidental, shows us
his designs for “Das Haus – Interiors on Stage” at his
studio in Venice’s port district of Marghera. The largescale installation of an artificial living situation is to be
erected at the next imm cologne. In the studio beneath
the roof of a renovated old commercial building, there
are stacks of models and prototypes; every wall is full
of drawings, photos and plans. Luca Nichetto doesn’t
leave anything to chance. With obvious passion and
animated gestures, he talks of his idea for a form of
living in which the coexistence of man and nature enriches people’s lives.
Luca Nichetto speaks about modernity and wellness in
architecture
Ultimately, I prefer a really clean space. That's why the
basic idea for my imm cologne “Haus” is also quite
simple: It consists of two volumes that are created like
a cross with the living room located in the centre, and
with a kind of skin around it which encloses the adjoining
rooms in the corners of the cross. But I also wanted to be
able to see the green outside through every big window.
This creates the atmosphere of a connection to nature
while fostering a sense of intimacy at the same time. I
want to live in a modern home, but I also want to feel at
home.
… about the combination of super clean and super
decorative
The intrinsic character first becomes apparent with the
furniture, the accessories and the personal objects. For
example, I have asked my friend Jaime Hayon to provide
me with some of his objects for “Das Haus”. I like this
combination of super clean and super decorative.
… about his dream of living in “Das Haus”
Of course I would like to live in my imm cologne “Haus”.
That would be fantastic! I even hope that someday I really
will have such a house. At the moment, things are going
quite well. Many people think that architects and designers are superstars who live in homes like in Hollywood.
But that's not true; we live a very normal life.
Workshop interview with Luca Nichetto I 27
“Houses need to be built in a way that you can do what
you want.”
Luca Nichetto
… about his invitation as Guest of Honour from the
imm cologne
I am very proud that the imm cologne asked me to do
this project for two reasons: first, because I'm the first
Italian designer (laughs), and second, because the fair
gives me the opportunity to experiment with and develop
my approach to interior design. It’s not just about designing an interior – it’s about doing a real architectural
project. And it's not so easy to find an opportunity like
this. So I’m really very happy to be able to do “Das Haus”.
… about his plans with regard to interior design
Interior design is exactly the direction I want to take. I’m
very interested in how the products I design can work
together. That’s something I can evaluate in Cologne. My
“Das Haus” needs to be neutral, because I think that it's
the furniture which should determine its character. After
all, I'm not an architect, I’m an industrial designer. I don't
want to design a house that's an object. I prefer the clean
architecture of the Japanese masters or of John Pawson.
For me, “Das Haus” is a kind of experiment in which I
want to demonstrate that you can understand the personality of the people who live in a house by the way
they decorate and furnish it. This is certainly also the idea
behind “Das Haus”.
… about his goals in this project
I want to learn from this project. And I want to show that
you have to take care of your house. Many people believe
that to have a nice house, all you need to do is spend
enough money to build it and put expensive things in it
and you’re done. This is not true. I think if you live together with nature - in and around your house - then it
changes your basic perception of the house.
… about a vision of a slow food house
I like the idea of having vegetables and herbs growing
right in front of your kitchen. That's why I have so many
planters hanging from my kitchen window. You might
even say that “Das Haus” is a manifestation of the slow
food concept. We live in a global world. If you go to the
supermarket, you can get tomatoes from Spain, Holland
or Germany, but it’s hard to find the ones from Sicily, for
which Italy is so famous – in comparison to those from
Holland they’re just too expensive. It is so strange. I like
the idea of living on what you grow at home. Plants give
us the opportunity to take care of our house and, at the
same time, to realize that nature is something really important. Not only for your house, of course, but for the
rest of the world. I think that “Das Haus” is a kind of educational house.
… about sustainability as a topic and a motivation
Maybe it is because I come from Italy, where the idea of
taking care of the environment was ignored for a long
time. I first realized this in Scandinavia. That was the
first time a company decided to kill one of my projects
because the transportation itself – aside from the costs –
would have had too much of an impact on the environment. You can’t really say anything bad about that, you
can just accept it and learn from it. That was my first project for Offecct. At the end of the process I had the Robo
chair. At the beginning it is certainly somewhat difficult to
rethink your views, but it's worth it!
… about the interaction between inside and outside
and transparent walls
I think it is wrong to act as if nature stops at the borders
of our cities and doesn’t concern us any more beyond
them. And beside that: When we consciously integrate
nature within our own four walls, it can be more than just
a decoration. “Das Haus” will be able to demonstrate this.
It deliberately plays with the transition between inside
and outside. The construction of the rooms themselves in
“Das Haus”, with two axes which intersect and with large
windows on the end walls, was selected so that from
every point in the home there is at least one view outside.
Even the walls of “Das Haus” aren’t hermetic but rather
allow, depending on your vantage point, a perspective of
the outside. They have a double-walled construction, with
vertically fanned elements offset diagonally – like horizontally-mounted venetian blinds. This is how transparency is simulated. For the spaces in between, I could imagine partially filling them with glass panels or shelves
which would be more or less populated with things like
books, ceramics or plants. It depends on how much of an
inside and outside view the inhabitants want to allow in
that area.
… about better living with plants
“Das Haus” is full of plants. But the placement is not random. Each plant has a special function which improves
our quality of life. It’s like a symbiosis. There are plants
which absorb noise, plants which absorb the smell of
ammonia, and others which have a calming effect, etc.
A long time ago, people believed that it was impossible
to have plants in the bedroom, although there are plants
which can clean the air at night. It's not just about their
corrective use, though. Plants improve the quality of life.
Perhaps not everyone can make such a large platform in
their living room as in the imm cologne “Haus” or like
the home of Ray and Charles Eames, which I had in mind
while I was creating my design; but even a small living
room with a lot of plants would make a big improvement
in the quality of life. I really don't know why we nearly lost
this part of our culture. It's time to rediscover it.
… about the work on "Das Haus" and his sources of
inspiration
Actually, I prefer to work with a clear briefing, which is
why the work was unusual and more difficult for me. But
in the end that was an advantage, because I could incorporate a lot of things which are important to me: Carlos
Scarpa's houses, for example, and the modern architecture of the 1950’s in California. The Japanese masters superbly understood how to create very functional,
simple architecture in which the borders between inside
and outside become blurred. You can see the influence
from Scandinavia and from my homeland in the “Haus”. I
tried to pick the characteristic elements of these and put
them together. One example is the entry of light through
the double-walled construction, which creates fantastic
shadows on the inside, similar to the Japanese approach
to working with light and nature. An important element
which nature contributes to the architecture as a design
element is a reference to the Scandinavian pavilion at the
Biennale in Venice: the windows in the roof with large
plants beneath them. The principle of the floor plan is
more modern, with two volumes which basically intersect each other in the middle.
… about materials and colours that have a history
Basically we looked for materials which show respect for
nature, which is why we have a typical Scandinavian colour scheme in “Das Haus” – bright, natural, neutral. But
also the materials that were often used in Venice, such
as wood greyed through aging and washing, so-called
“Briccole” wood, and white stone which reminds you of
Venetian palaces and church facades.
… about “Das Haus” as a metaphor for the lifeline of
the earth
The architectural structure in and of itself is a reference
to the environment, a picture which intrinsically suggests the changed perception of nature. The separation
of inside and outside, of modified space and natural surroundings is, of course, conventional. When we see ourselves as a part of nature and the earth as an overall
structure in which forests are as important for the vitality of the planet as the heart is for an organism, then it
seems reasonable that a house also has a centre which
fills the home with life. As such, “Das Haus” is not just a
suggestion of how one can live, but also a metaphor. The
point where the two axes intersect is the life hub of the
house – a central living area which seamlessly merges
with the terrace through a large glass window and creates a single visual entity. All other rooms are connected
to the central living area. It is the heart of the house, surrounded by nature.
… about open living and traditional forms of living
Of course, most people hold onto the traditional forms of
living, but there is a group that doesn’t want this at all. I
don’t see it like that. “Das Haus” isn’t a loft, because the
structure does offer a matrix for differentiated rooms or
at least room functions, but it doesn't specify a conventional pattern like “3 rooms, kitchen, hall and bath”. I’ve
tried to mix these two types of living areas: There are
classic, separated living areas like the living room, bedroom, kitchen, bath and garden terrace, but they don’t
necessarily require walls to separate them. For one
thing, plants change the perception of a room, and the
furniture, of course, shows you what area of the house
you’re in. I like the idea that the furniture gives the space
its function.
… about relaxation and media consumption
This was done quite deliberately – I simply didn’t want to
have a television in “Das Haus”. I think it is important to
be active in your home, even while relaxing. That's why
there’s a terrace for relaxing with a table and chairs and
even a lounge chair, and for the indoor relaxation area
there’s a library, but no television. As an Italian, I know
how dangerous too much TV consumption is for a society.
… about an open bathroom and intimacy
I put the shower outside on the terrace, because you can
only use it for a short time during the year. Inside it is much
more ecological to have a bath than a shower because
the water consumption is less, which is why there’s only
a bathtub indoors. I prefer not to have the bathroom completely in the open. The way I see it, it’s the game of what
you see and what you don’t see that makes the intimacy
between a couple so alluring rather than blatant nakedness.
“I like the idea that
the furniture gives the
space its function.”
Luca Nichetto
Photo: Dick Spierenburg, Luca Nichetto; Koelnmesse, Andreas Körner (IMM13_DH0501_06)
… about variable areas in “Das Haus”
I see “Das Haus” as a flexible space, the parts of which
have no specific functions. They can be exchanged at any
time, depending on how the needs change – for example,
if you need an office instead of an extra relaxation area,
or a children’s room instead of a changing room or a
second bath, and so on. But the living room will always
remain at the heart of the house.
… about the living situation and architectural challenges
of the future
I think that you will be very lucky to have a house with
200 m² of living area in the future. Places to live will become smaller and smaller, especially in the city. This is
for two reasons: first, the cost of energy, and second, the
available space in the city. The division of the rooms is
something completely different. Why are bedrooms so
big when we could make better use of the space in the
kitchen, bath or children's room? Today it is not possible to
change rooms easily when you want to, due to the location of the utility shafts and all the connections for water,
gas and electricity. This is something which needs to be
changed in the future. Houses need to be built in a way
that you can do what you want.
Interview: Claudia Wanninger
A glimpse behind the scenes: Luca Nichetto talking to
Dick Spierenburg. Together with a team of journalists, the
Creative Director of the imm cologne visited the designer
in his Venice studio to discuss the project.
Illustration: Spierenburg Studio; Koelnmesse (IMM13_DH0901_01)
Press Release Pure Editions I 37
imm cologne 2013:
Pure Editions kicks off with top-notch line-up
• “Pure Editions” already set to become an exclusive platform
when it premieres in 2013
• Vitra decides in favour of a presence at the imm cologne
The imm cologne has a new stage for exceptional interior
design concepts – for products that embody a vision,
for design objects that set benchmarks, but also for innovative materials and experimental studies. The new
format met with a good response as soon as it was presented, especially amongst leading brand-name companies who find the concept of an open platform with a
gallery-like character highly appealing.
Following the launch of the new Pure Village format three
years ago, the latest project from the imm team under the
direction of Frank Haubold and his Creative Director Dick
Spierenburg looks set to be a success as well. With Pure
Editions and the restructuring of the Pure segment, the
two of them are again demonstrating their sure instinct
for innovative formats and impeccable timing. Within just
a few weeks, Koelnmesse had received bookings for the
newly designed Hall 3.2 from several of the interior design
sector’s leading design companies. The exclusiveness of the
format and the installation-like character of Pure Editions
seem to be thoroughly in tune with the times and are
proving particularly attractive to new exhibitors such as
Capo D’opera, Extremis, Serralunga, Slide and Vondom.
For Vitra, it was the launch of the new format that clinched
its decision to participate in the imm cologne again after
three years of abstinence. “Vitra has decided to take part
in the imm 2013 and will have a presence in the new Pure
Editions section. The concept is all about new, creative
forms of presentation and inspiration. The format, consisting of open, inviting booth structures with complementary
installations, underscores these aspirations and promises an exciting, varied atmosphere that visitors will find
highly attractive. Vitra supports Koelnmesse’s approach
and wants to help the format establish itself convincingly,” says Rudolf Pütz, CEO of Vitra. But the imm cologne’s
long-standing customers can also identify with the new
concept. E15, Interstuhl, Flötotto and Thonet are prominent
Pure delegates who want to make the most of the new
format’s potential, which lies not only in its systematically
planned yet freely interpretable trade fair architecture
but also in the fact that it will provide visitors with multifaceted inspiration in the form of platforms for design
installations.
Pure Textile, which will be located in the same hall,
depicts the wide variety of high-end decorative fabrics
that are becoming increasingly important for the interior design context that exclusive furniture is embedded
in. From 2013, top brands Christian Fischbacher, Création Baumann, JAB Anstoetz, Kinnasand, Nya Nordiska,
Sahco, Chivasso, Wellmann and Zimmer + Rohde will
be occupying approximately one quarter of Hall 3.2 with
booths grouped around a space-defining central axis.
“We’re delighted that, with Pure Editions, we are able to
establish a new format that is proving convincing for
long-standing exhibitors of Pure’s Hall 11 as well,” says
Frank Haubold of the development. “Their move to Hall 3.2
means we have been able to free up urgently needed
space in Hall 11 for the many interested companies
whose requests we haven’t been able to meet in the past.
This shift comes at just the right time, because there has
again been increased interest in a presence in the Pure
Illustration: Spierenburg Studio; Koelnmesse (IMM13_DH0901_02)
Photo: Frank Haubold; Koelnmesse; (IMM13_DH0901_05)
segment at the 2013 event, especially from brand-name
manufacturers from Italy. Our structural and spatial expansion of Pure thus seems likely to provide a genuine
benefit for all the Pure segment’s exhibitors,” anticipates
Frank Haubold.
“Pure is a format for design quality,” says Dick Spierenburg in explanation of the imm cologne’s plans. “We don’t
just want to expand it in terms of space, we want to enhance it in terms of quality as well. With something like
this, you can’t just keep building higher and higher without widening the foundations – by means of diversification,
expansion and innovation. And that’s precisely what we’re
doing with formats like Pure Village, Pure Editions and
Pure Textile, by offering exhibitors settings that meet their
specific needs or inspire them to come up with new presentation concepts.”
Pure Editions thus also provides leading brands with a
new platform for self-development. An offer that creative brands are more than happy to take advantage of.
“We were immediately enthusiastic about the Pure Editions concept,” says Peter Thonet, CEO of Thonet GmbH.
Photo: Dick Spierenburg; Koelnmesse; (IMM13_DH0901_06)
“It seemed to have been tailor-made for us because, for a
brand like Thonet, this form of presentation provides better
opportunities for creating a differentiated presentation and
generating a strong image. We’re hoping that Pure Editions
will result in each and every exhibitor’s brand identity being perceived in more concentrated form. We’re very curious about how the result will turn out and, even at this
early stage, are very much looking forward to the imm
cologne.”
As Vice President, Frank Haubold likewise believes the
success of the new formats is due to the changes taking
place in the interior design market: “The world is becoming increasingly individualistic. At the end of the day, this
segment is thus just a reflection of developments in the
market and in society. We are creating more individuality within an artificial framework that concentrates diverse
formats, product ranges and target groups within a restricted space. Ultimately, that’s what a trade fair is.”
Besides attractive presentations of ground-breaking design
objects and new editions of classics that were visionary
in their day, visitors to Pure Editions can also look for-
Press Release Pure Editions I 39
Photo: Florian Böhm, Vitra; Grand Repos, Design: Antonio Citterio (IMM13_DH0901_04)
ward to flamboyant interior design concepts and trend
installations that will provide designers and interior
decorators with a source of ideas for their day-to-day
work. The open architecture and spacious atmosphere
will also help ensure this hall has a character all its own.
The next dual trade fair
imm cologne // LivingKitchen will take place from:
14th – 20th January 2013
www.imm-cologne.com
Photo: Koelnmesse; imm cologne 2011, Pure Village, Thonet (IMM13_DH0901_03)
www.imm-cologne.de
www.imm-cologne.com
www.livingkitchen-cologne.de
14 – 20 JAN. 2013
14 – 20 JAN. 2013
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DIE INTERNATIONALE EINRICHTUNGSMESSE
THE INTERNATIONAL FURNISHING SHOW
1, 2
Global Furniture Expo
Internationale Wohn- und Schlafraummöbel
International living room and bedroom furniture
11
Pure
Modernes Einrichtungsdesign mit Premiumanspruch und komplette Wohnphilosophien
Cutting-edge premium design and interior concepts for the entire home
3.1
Pure Village
Kreatives Interior Design repräsentiert durch Highlight-Produkte aus Möbel, Bad, Leuchten,
Accessoires; „Das Haus“; „The Stage“ · Creative interior design represented by product highlights
from the categories furniture, bathroom fittings, lighting and accessories; “Das Haus”; “The Stage”
3.1
D3 Design Talents
Prämierte Produkte junger Designer und Young Professionals
Award-winning products from up-and-coming designers and young professionals
3.2
Pure Editions
Zeitlos-visionäre Produktkonzepte mit Editions-Charakter
Timeless and visionary product concepts with special-edition character
3.2
Pure Textile
Plattform für textile Raumgestaltung durch Stoff-Editeure
Platform for textile furnishings by leading fabric brands
6, 10.2
Comfort
Polstermöbel – Sitzgarnituren, Sessel, Liegen, Einzelsofas, Funktionscouches
Upholstered furniture – suites, armchairs, divans, stand-alone sofas, sofabeds
7, 8
Smart
Junges Wohnen, SB-Möbel, Schlafzimmereinrichtungen, Fachsortimente
Young lifestyles, self-assembly furniture, bedroom collections, furnishing accessories
9
Sleep
Matratzen- und Schlafsysteme, Betten, Wasserbetten, Bettwaren, Bettwäsche und Accessoires
Mattresses and sleep systems, beds, waterbeds, bedding, bed linen and accessories
5.1, 10.1
Prime
Moderne Wohn- und Schlafraummöbel, Massivholzmöbel, Kindermöbel, Fachsortimente, Tische,
Stühle, Speisezimmer, Stil- und Reproduktionsmöbel
Modern living room and bedroom furniture, solid wood furniture, children’s furniture, furnishing
accessories, tables, chairs, dining rooms, period and reproduction furniture
DAS INTERNATIONALE KÜCHENEVENT AUF DER IMM COLOGNE
THE INTERNATIONAL KITCHEN SHOW AT IMM COLOGNE
4.1, 4.2,
5.2
Stand · Status 7.2012
LivingKitchen
Küchenmöbel, Küchengeräte, Spülen, Küchenarmaturen, veredelte Arbeitsplatten,
Accessoires/Zubehör, Licht, Dienstleistungen, Information & Organisation
Kitchen furniture, kitchen appliances, sinks, kitchen taps and fittings, high-performance worktops,
equipment/accessories, lighting, services, information & organization
Facts and Figures imm cologne 2013 I 41
Photo: Koelnmesse; Andreas Körner (IMM13_DH0601_01)
Interview Dick Spierenburg I 43
Interview Dick Spierenburg
“Pure is a format for design quality”
On its way from a furniture fair to an interior design
fair with a holistic approach, the imm cologne is increasingly changing its face – also with regard to the
architecture of the Pure segment, where brand-name
companies with a primarily design-based orientation
have traditionally exhibited their products. This is evident from the various Pure offshoots that have been
established with the aim of opening the segment up to
other interior design ranges (Pure Village) or providing an exclusive platform for special product assortments (Pure Textile). It was Dick Spierenburg who, as
external consultant and Creative Director, developed
the trade fair architecture for the Pure Village format
that was launched three years ago. In the course of
the trade fair management’s ongoing development of
the Pure segment, he has now undertaken to devise
another Pure component: Pure Editions provides makers of visionary furniture concepts with a gallery-like
stage and will premiere in 2013. Judging by the positive response from exhibitors, its debut certainly looks
set to be a success. In addition, “Das Haus – Interiors
on Stage” – the design event that was initiated under
Spierenburg’s creative direction – will be opening its
doors in Pure Village again next year too, thanks to the
successful start it got off to with Doshi Levien in 2012.
This time round, it will be based on the plans of Italian
design star Luca Nichetto.
 The imm cologne clusters all brands with a designoriented product offering under the umbrella brand
Pure. How did that come about?
 In Cologne, we look back on a long tradition that
started out as a furniture-only trade fair. The Pure segment has historically grown into a neighbourhood of
brands who, more so than others, take their orientation from social and aesthetic developments in the way
we live and who play a more accentuated role in those
developments. The continuity of this segmentation process and the attraction this group of exhibitors holds
for the public indicate that the need for design-oriented
products has grown continuously too. That’s why the
Pure segment at the imm cologne is quite simply a reflection of the market in the interior design sector and
is occupying an increasingly large amount of space.
 Isn’t one of Pure’s main attractions for exhibitors
its reputation as a high-end segment?
 That’s not the decisive factor. It’s design that plays
the crucial role. Of course you find a great many highend brands here, firms who sell top-quality products
with a correspondingly high price. But you’ll find quality
products in the other segments of the imm cologne too. I
believe that, more than anything else, it’s the concentrated
neighbourhood of companies who are likewise guided by
design principles that makes Pure so attractive.
 Why are there now four different sections of Pure?
 We see that our exhibitors opt for different ways of
pursuing design as a competitive factor. We know what
our exhibitors’ needs are and offer them different trade
fair formats accordingly. A young, creative start-up furniture company wants to make an entirely different kind of
appearance at the imm cologne and position itself differently than a well-established top brand that works with
star designers.
 Why do you decline to make a qualitative assessment of the exhibitors?
 I think the segmentation we’ve come up with is very
good. In our experience, there are many reasons why
a trade fair corporation should not presume to assess
the quality of a brand’s design. We should leave that assessment to the visitors and not split exhibitors up into a
class society by for instance allocating them to different
categories of design quality. Especially as the sometimes
very lifestyle-oriented market is constantly changing.
These changes can be observed very clearly in Pure Village: as well as firms that have exhibited in Pure Village
three times in a row, you also find a juxtaposition of established and young brands, some of which might opt
for a different format next time or not come back at all.
And of course we have a particularly wide variety of different product ranges within this format too. That’s why
Pure Village looks totally different from one year to the
next, and you can discover a wealth of new things there.
We as a trade fair corporation are happy to encourage
this impression because we want to ensure the attractiveness of the exhibition. But I also think that potential
exhibitors develop a good instinct as to which of the imm
Photo: Dick Spierenburg and Luca Nichetto; Koelnmesse; Andreas Körner (IMM13_DH0601_02)
cologne’s segments is the most promising for their particular brand. That, of course, is something we’re always
talking to our customers about.
 The Pure Village concept is mainly aimed at interior designers and architects. What kind of feedback
do you get from them about the creative booth architecture concept?
 The reactions I’ve been getting have been very positive. It really is a totally new and different format, and the
way it was perceived in the hall was thoroughly inspiring. Many visitors and company representatives were
surprised that something like this exists. On every day of
the fair, there was a balanced mix of interior designers,
architects and dealers, who were joined by consumers
during the Public Days. That suggests that what was on
offer went down well with all the different target groups.
And with the new “Das Haus” event format and our D3
platform for young newcomer designers, we’ve got two
other crowd-pullers in Pure Village as well. So it’s a
well-rounded proposition for exhibitors too.
 You’ll be setting up the “Das Haus” event format
at the imm cologne 2013 for the second time – with
a different designer than in 2012, Luca Nichetto from
Venice. Will the new “Das Haus” be able to make its
own mark and differentiate itself sufficiently from the
first one?
 That was a gripping question for us, too. But Luca’s
designs really do show a totally different structure; in
one way it’s a more classic structure than that of Doshi
Levien in 2012, and yet at the same time it’s more progressive too, more radical – for instance in its interpretation of walls and the way it integrates nature. With Luca
Nichetto, we have engaged a young, up-and-coming top
designer who represents an industrially-oriented form
of product design and, in “Das Haus”, adopts an approach
to interior design that is all his own. It will be particularly
interesting to see how Luca deals with the issue of Green
Design and sustainability. On top of that, he is bringing
some totally new ideas to the project and is having numerous prototypes that he has developed specially for
“Das Haus 2013” made by furniture manufacturers, interior design firms and accessories brands. For all the
architectural clarity of his design, he has given thorough
consideration to a great many details as well. I can’t wait
to see the result.
 You want to establish another innovative format at
the imm cologne 2013: Pure Editions. What’s the idea
behind it?
 Maybe the best way of explaining Pure Editions is
to compare it with a gallery where different brand-name
manufacturers can present their idea of visionary design.
The trade fair provides a homogeneous framework that
Interview Dick Spierenburg I 45
gives the exhibitor a maximum degree of creative scope.
That allows the brand to portray its profile more clearly. On
the other hand, the amount of space per exhibitor is limited, and there are certain restrictions to ensure the booth
doesn’t lose its open character. As in a gallery, the visitor
can take in a huge variety of different design installations
at a single glance: unusual standalone objects, design collections with a special focus, innovative concepts, design
studies, as well as design icons past and present. With
regard to exhibitors, the format is aimed at brand-name
manufacturers or brands who define their self-image directly in terms of design and want to point the way ahead.
Pure Editions brings them together on the basis of their
innovative character whilst simultaneously highlighting
their uniqueness. We need a forum like this in Cologne,
a platform that allows exhibitors to approach the design
scene directly rather than “just” addressing the market.
for Cologne and put together his own personal tour of the
wide-ranging offering presented by the more than 1,300
exhibitors.
 At the imm cologne 2013, the fabric brands will be
located in Hall 3.2 as well…
 Yes, and we’re really delighted about that. Pure Textile
premiered in 2011. We got together with the top brands and
created a very upscale ambience with a specific architecture that not only meets their needs but clearly differentiates them from the other areas of the fair as well. And yet
they’re still very much in the thick of things, especially at
the next imm cologne, where Pure Textile and Pure Editions will be sharing a hall. For us, this is of course a very
attractive addition to our interior design spectrum and will
provide a compelling, decorative highlight.
Interview: Frank A. Reinhardt
Photos: Andreas Körner
 Is Pure Textile the only format in the Pure segment
that focuses on a certain specific range?
 So far yes, but we’re considering the acquisition of
other range categories too. We could for instance certainly
envisage devoting more attention to the theme of bathrooms at the imm cologne 2014.
 Last but not least: Hall 11 is the focal point of Pure.
How are you dealing with the high demand from exhibitors?
 We are of course delighted about the gratifyingly
high demand. But unfortunately, it also means we can’t
meet all the requests for space. The design brands’ presentations are particularly popular with the public because
this is where they can find concentrated clusters of innovations, unusual product displays and lifestyle. We could
certainly use even more exhibition space in this area.
With the introduction of new formats like Pure Village or
Pure Editions, we can absorb some of the new enquiries
or persuade established exhibitors to switch to a different
Pure format. But I think you can find top-quality design
and well-crafted products in many other areas of the imm
cologne and LivingKitchen, which takes place parallel to
it. I would advise any visitor to allow himself plenty of time
 Why don’t you just increase the amount of space
dedicated to the Pure segment?
 Pure is a format for design quality. We don’t just
want to expand it in terms of space, we want to enhance
it in terms of quality as well. With something like this,
you can’t just keep building higher and higher without
widening the foundations – by means of diversification,
expansion and innovation. And that’s precisely what
we’re doing with formats like Pure Village, Pure Editions
and Pure Textile, by offering exhibitors settings that meet
their specific needs or inspire them to come up with new
presentation concepts.
Der Content-Service
der imm cologne zu Design
und Wohnkultur
The imm cologne‘s content
service for design and interior
lifestyle
Imprint/Credits
imm cologne 2013
14. - 20.01.2013
www.imm-cologne.com
www.livinginteriors-cologne.com
www.purevillage.net
Your contact for enquiries:
Julia Degner
Tel.: + 49 221 821-2333
Fax: + 49 221 821-3417
Email: j.degner@koelnmesse.de
Markus Majerus
Tel.: + 49 221 821-2627
Fax: + 49 221 821-3417
Email: m.majerus@koelnmesse.de
Koelnmesse GmbH
Messeplatz 1
50679 Cologne
Postfach 21 07 60
50532 Cologne
Germany
Tel.: +49 221 821-0
Fax: +49 221 821-2574
info@koelnmesse.de
www.koelnmesse.de
Management:
Gerald Böse (Chief Executive Officer)
Katharina C. Hamma
Herbert Marner
Chairman of the Supervisory Board:
Jürgen Roters, Lord Mayor of the City of Cologne
Place of business and (legal) domicile:
Cologne - Amtsgericht Köln, HRB 952
Concept:
FAR_consulting
Acency for Content Generation and Implementation
Frank A. Reinhardt
Dillenburger Str. 83
51105 Cologne, Germany
Tel.: + 49-2 21-620 18 02
Fax: + 49-2 21-962 45 39
content@far-consulting.de
www.far-consulting.de
Editorial team:
Frank A. Reinhardt
Claudia Wanninger
Editorial assistant:
Lars Mörs
Translation:
Alison Du Bovis, Jork
Dale Provost, Buxtehude
Layout:
Karsten Jipp, Berlin
Cover photo:
Andreas Körner; Koelnmesse (IMM13_DH0001_01)
Signed articles represent the opinion of the author,
not necessarily that of the editorial team. All contributions are protected by copyright and are for press
use only. Journalists can use all articles and photos
free of charge on condition that they provide two
specimen copies of the corresponding publication. It
is not obligatory to name the authors. Image copyrights are held by the originators and by Koelnmesse as tagged. We thank the photographers and
manufacturers for kindly providing the pictures and
request that they be credited accordingly. The place
of performance and jurisdiction is Cologne.
Imprint/Credits, Editor’s note I 47
Dear Journalists,
This Content Folder on “Das Haus 2013” is a compilation of
the information, texts, illustrations and photos that are currently available and of relevance to the press. Please feel free
to make use of the many different components in whatever
way suits your needs – we would be delighted if you decide to
report on the imm cologne’s recently launched design event.
The implementation of “Das Haus 2013” is now in the hands
of the imm cologne’s creative team and this year’s Guest of
Honour Luca Nichetto. Construction will get underway just
before Christmas. As at the imm cologne 2012, we are planning a press conference with the “Das Haus” designer on the
second day of the fair, at which Luca Nichetto will be available to answer your questions. You will receive a separate
invitation to this press conference in the run-up to the imm
cologne 2013. The night before the trade fair opens, “Das
Haus 2013” will be photographed by renowned Cologne photographer Constantin Meyer. The pictures will be exclusively
available at the press conference on 15.01.2013.
As always, all the texts, photos and illustrations in this content
folder can be used for editorial purposes free of charge; we
would be delighted to receive specimen copies of any publications or notification of any online publications.
Please do not hesitate to contact us if you have an idea for
other ways of using the material or if you require any assistance or further information.
The Content Service Team
imm cologne 2013
14. - 20.01.2013
www.imm-cologne.com
www.livinginteriors-cologne.com
www.purevillage.net
Koelnmesse GmbH
Messeplatz 1
50679 Cologne
Postfach 21 07 60
50532 Cologne
Germany
Tel.: +49 221 821-0
Fax: +49 221 821-2574
info@koelnmesse.de
www.koelnmesse.de

Das Haus - Interiors on Stage 2013

Transcription

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