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


I have been invited by Jimmy McDonald, director of London Design Fair to do the ART DIRECTION and SET DESIGN for this year’s guest country pavilion at the fair, USA - Assembly. The artists are curated by the establish 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. 


My duties involved collecting all the information from the designer regarding the pieces they are bringing to the fair and figuring 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 2 areas using rented out exhibition walls, by adding only off-white colours to separate the designated area for each designer the overall space read as one entity from the distance, when you are closer to the stand you can see the subtle differences that organise the space.


Due to a very limited budget and quick turnaround (2 weeks for design and production time), I decided to rent out most of the exhibition plinths and work with raw material in building the set. Using concrete masonry blocks and painted ply I elevated the design pieces from the floor to create a gallery like feel to the space.

Using the already existing industrial feel of the exhibition hall (Truman Brewery last floor) I added tropical plants and the LDF brand blue to created 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

info
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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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