Ioana Lupascu Art Direction -- London Design Fair 2017 -- Assembly USA pavilion -- Photography by Dan Weill
Set Design | Art Direction | Curating for London Design Fair 2017 -- Assembly USA pavilion | Photography by Dan Weill
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LONDON DESIGN FAIR 2017


Jimmy McDonald, director of London Design Fair invider me to do the Art Direction and Set Design for this year’s guest country pavilion, USA - Assembly. The artists are curated by design duo Sight Unseen and include some of the most forward-looking work in the contemporary scene : Christopher Stuart, John Hogan, Bower, Ladies & Gentlemen, Pat Kim, Studio Proba, Earnest Studio, Slash Objects, Chen Chen & Kai Williams, Eric Trine, DAMM, Iacoli & McAllister, and Steven Haulenbeek. 


After collecting all the information  regarding the pieces the designers are bringing I had to figure out how 13 different style can co-exist in the same space, complimenting each other while still being appreciated as stand alone pieces.


The stand space was separated in two areas using rented exhibition walls, by adding only off-white colours to separate the designated area of each designer, the overall space read as one entity from the distance, when closer subtle differences that organise the space can be seen.


Due to a very limited budget and quick turnaround (4 days for design & logistics and 2 days production time), we rented out most of the exhibition plinths and work with raw material in building the set. Using concrete masonry blocks and painted ply we elevated the design pieces from the floor creating a gallery like feel to the space.

Using the already existing industrial feel of the exhibition hall (Truman Brewery last floor) we added tropical plants and the LDF brand blue to create accents in the space.

 Ioana Lupascu Art Direction -- London Design Fair 2017 -- Assembly USA pavilion -- Photography by Dan Weill

Set Design | Art Direction | Curating for London Design Fair 2017 -- Assembly USA pavilion | Photography by Dan Weill

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 Ioana Lupascu Art Direction -- London Design Fair 2017 -- Assembly USA pavilion -- Photography by Dan Weill

Set Design | Art Direction | Curating for London Design Fair 2017 -- Assembly USA pavilion | Photography by Dan Weill

info
×
 Ioana Lupascu Art Direction -- London Design Fair 2017 -- Assembly USA pavilion -- Photography by Dan Weill

Set Design | Art Direction | Curating for London Design Fair 2017 -- Assembly USA pavilion | Photography by Dan Weill

info
×
 Ioana Lupascu Art Direction -- London Design Fair 2017 -- Assembly USA pavilion -- Photography by Dan Weill

Set Design | Art Direction | Curating for London Design Fair 2017 -- Assembly USA pavilion | Photography by Dan Weill

info
×
 Ioana Lupascu Art Direction -- London Design Fair 2017 -- Assembly USA pavilion -- Photography by Dan Weill

Set Design | Art Direction | Curating for London Design Fair 2017 -- Assembly USA pavilion | Photography by Dan Weill

info
×
 Ioana Lupascu Art Direction -- London Design Fair 2017 -- Assembly USA pavilion -- Photography by Dan Weill

Set Design | Art Direction | Curating for London Design Fair 2017 -- Assembly USA pavilion | Photography by Dan Weill

info
×
 Ioana Lupascu Art Direction -- London Design Fair 2017 -- Assembly USA pavilion -- Photography by Dan Weill

Set Design | Art Direction | Curating for London Design Fair 2017 -- Assembly USA pavilion | Photography by Dan Weill

info
×
 Ioana Lupascu Art Direction -- London Design Fair 2017 -- Assembly USA pavilion -- Photography by Dan Weill

Set Design | Art Direction | Curating for London Design Fair 2017 -- Assembly USA pavilion | Photography by Dan Weill

info
×
 Ioana Lupascu Art Direction -- London Design Fair 2017 -- Assembly USA pavilion -- Photography by Dan Weill

Set Design | Art Direction | Curating for London Design Fair 2017 -- Assembly USA pavilion | Photography by Dan Weill

info
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