MILAN DESIGN WEEK | Studio Droog | PORTA VENEZIA
Hidden in the back streets of Porta Venezia we stumbled across the crew from Studio Droog, who had taken over a tiny little hardware store to showcase their new range called “Construct Me!’. Ferramenta Alfredo Viganò at Via Panfilo Castaldi 40 Milano, showcased Droog’s smallest presentation to date in Milan. Yet it had such wit and charm with Australian communications manager Lara and Droog designer Henry from New Zealand putting their quirky spin on the installation and working the shot.
Construct Me! Hardware Collection by Studio Droog – Products shown (L-R): Flat Cross Screw X-Large; Wing Nut Large; Wing Nut Medium; Double Tie Wrap; Flat Cross Screw Large; Nail Holder with Cross Head Nail; FlatMesh Nail; Pattern Hinge (combination); Emoticon Screw (smile); Pattern Bracket One. Their screws, hinges, nuts, nails, brackets and other hardware are all super functional and in some cases they even extended their function. Their simple, kwirky forms add value, character and a richer narrative to your usual basic hardware supplies. Within the full collection you will find nails that reduce the risk of hitting your finger, two way tie wraps, fancy hinges and screws that smile at you. They totally give flavour to simplify your usual DIY work and completely revive existing furniture.
The collection of the 210 hardware items was so cleverly presented in its natural habitat, an ordinary hardware store. The locals were a little confused as to why they could not shop at their usual hardware store but we loved the space and also were thrilled to spend just 1 Euro to take a little memento away with us: “screwy” smileys from the gumball vending machine, GOLD idea.
Also fresh gossip of the Milano design trail. Construct Me! Hardware Collection by Studio Droog won the Best Tech for the 5th Edition Milano Design Awards 2015!!!! We totally knew they were going to be a hit this year, with their choice to completely change direction from previous Milan shows obviously paid off. By taking a risk and working on a ‘mirco’ dimension, discreetly showing how simple technology infused into design is, was the key to success this year in Milan for Studio Droog. Through experimental and innovative products they were able to create extreme poetic gestures that also remained highly technical, check out the video below to, hats off to them we say.
Images by Emma Elizabeth
Exterior & Interior location shots by Ki Leung & Studio Droog
Deep Etch product shot by Ilco Kemmere
© LOCAL DESIGN
