Following London design team Doshi Levien's successful launch of a 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 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.
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