Raw + Delicate Austrian Design
corporate design for Austrian Design at La Pelota, Milan 2012
client: Advantage Austria
For the Milan Design Week the Federal Economic Chamber of Austria organised a broad exhibition for the best design companies, the latest trends and innovations. The designers Nina Mair, Georg Oehler and Horst Philipp of Pudelskern were commissioned to create a concept and the exhibition design, including the complete graphics, location and publicity consulting. The show unites 51 design companies and studios.
The concept for the exhibition of raw and delicate draws a metaphorical arc between two poles - nature and culture, country and city, the rough and the refined, the tempestuous youth and the precise wisdom of the aged. Among the objects one finds very fresh pieces from young and thrilling designers as well as highly elaborate pieces of the finest of handicraft tradition to be found in Austria. The raw and the delicate are not irreconcilable opponents in this exhibition but are in constant communication with each other.
Raw + Delicate stands for the two sides to Austria: the original, wild and natural that is found in its landscapes, and the refined, sophisticated and traditional that shapes urban culture.