Ben Aranda and Chris Lasch
Fendi has teamed up with artists from a variety of fields and Design Miami (the “hipper” version of Art Basel) for innovative projects in the past. After completing a successful project with OKGo during Design Miami 2009, the brand turned to architect duo, Ben Aranda and Chris Lasch of the New York firm ArandaLasch, to launch a multi-city tour, Modern Primitives, based on a concept that was implemented at Design Miami 2010.
Silvia Venturini Fendi
Modern Primitives debuted abstract, yet functional, structures at Venice Biennale 2010 and then took them to Design Miami, where the pieces were draped with fur and Selleria leather covers created by Silvia Venturini Fendi (the genius behind Fendi’s gorgeous bag designs). The Fendi and ArandaLasch collaboration has resulted in a stunning combination of old world craftsmanship and modern day techniques: whereas all the Fendi elements were handmade, the architects' pieces were manufactured.
Modern Primitives will take the installation on tour this spring, making stops in Aspen, Beverly Hills, Costa Mesa, New York, Houston, and Las Vegas. A Fendi craftsman and ArandaLasch will both be on site at each location working together to build, cut, sew, and create contemporary design pieces. The Fendi craftsman will be using bright colored Selleria leathers that reference Fendi's seasonal hues and celebrate the brand's Spring/Summer 2011 Selleria offerings.
Continuing the interactive experience of the installation, guests (the events are open to the public) will be invited to create, customize, and purchase their own Modern Primitive piece via a specially designed interactive iPad application.
The New York Modern Primitives Event is on Thursday, March 24 from 1 to 8pm at the FendiI 5th Ave boutique.
On a side note ArandaLasch created a limited edition Peeakaboo handbag as part of the installation. Unfortunately, it isn't for sale.