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

Curated by design duo Sight Unseen it 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 what piece every designer is bringing I had to consider how 13 different style can co-exist in the same space, complimenting each other while still being appreciated as stand alone design objects.


The stand space was separated in two areas using rented out exhibition walls. By adding only off-white colours, the overall space read as one entity from the distance, but when in immediate proximity the subtle differences that organise the space would pop up.



Due to a limited budget and quick turnaround (7 days for design and production time), we rented out most of the exhibition plinths and worked with raw materials in building the set. Using concrete masonry blocks and painted ply we 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) we added tropical plants and the LDF blue to accessorize 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
×

Sketchup model pre-production


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Using Format