How to be cool and stylish?

Fashion and art, like water and fish, are hard to separate.

The Milan design week, which has been designed as an art gathering, has been more than just a showcase since 1961. It's more like a party around creativity and design.

COS, the Swedish fashion brand, has participated this year for the fifth time in the form of an art project.

In 2012, COS invited young designers and artists GaryCard to design a wooden structure, a pop-up store full of deconstructed qualities, during the design week.

After that, the French art group Bonsoir Paris brought COS with the same minimalist and capable display design as the brand.

In 2014, in order to match the COS white shirt that never left behind a single product, they have known as "step back" design of the Japanese design studio Nendo; two American group Snarkitecture is the brand with the white ribbon several thousand meters long created to let the viewer experience in 2015.

Last year, the Forest of Light device, which co operated with COS, a famous Japanese architect, transformed Fujimoto Sosuke into a building structure.

COS several times in Milan design week project, from the beginning of several years more service to clothing display design, to these years and art and space more bold blend, left a deep impression.

The creations of these artists and designers add to the COS's "cool" and full of textures, echoing the tone of the brand in terms of visual presentation and creative ideas.

This year, COS invited the Studio Swine, the art portfolio for life and work in London, to bring a dreamy and thoughtful device, New Spring.

COS X Studio Swine New Spring | device

Studio Swine (Super WideInterdisciplinary New Explorers) is composed of Japanese architect Azusa Murakami and British artist Alexander Grove. Their creations are not limited to the medium of creation, involving contemporary art, design and film.

The installation works New Spring, presented in Milan's old theater CinemaArti in 1930s. Into it, as if the line of white tree sculpture, slowly falling white bubbles, "flowers."".

When the bubbles fall on the fabric of the audience, they remain the same, and they pop up gently. When the bubbles touch the skin, they melt into mist and disperse in the air.

New Spring creates an immersive new sensory experience for the audience, as if it were a "flower see" (full of Japanese traditional flower customs) with a sense of modernity and technology.

The Bund this time interviewed COS's creative director, Karin Gustafsson and Studio Swine, about this collaboration, COS's aesthetics and brand orientation, and the artist's creative ideas.

The Bund X Karin Gustafsson

Karin

Q: in recent years, the design week in Milan, COS cooperation artists, architects, mostly from japan. Is COS becoming more and more inclined to the Japanese design style in her creative ideas - simplicity, strength and simplicity?

A: after I joined COS, are very fortunate in that and many inspirational artists, especially in recent years our project at the Milan Furniture Fair in to have with the essence of Japanese culture, Japanese artist architect.

COS brand temperament can be summarized as modern, free from restrictions, full of texture, but also functional, we use creative technology to customize COS apparel and single products.

Our Japanese artists and architects who have worked together for several years, such as Fujimoto Suke, Nendo and so on, have seen the makings of COS brand aesthetics.

And this year with Studio Swine and Studio COS cooperation, Swine has the phase values, we also are not satisfied with the popular, we also want to use a humor attitude to bring out the practical works, in the product.

We are also interested in exploring new and unknown materials, so naturally this partnership has been created.

The Bund X Studio Swine

Q: is the new art installation in this New Spring different from your previous work and blended with the COS?

A: This is by far the largest project we've ever done on a scale, and for this, it's a completely new area. We used to focus on the integration of products, furniture, and design, but this time it's about creating a multiple sensory experience.

We also want to integrate COS's simplicity and its brand of quality and time into the creation.

Q: "see" in Japanese culture refers to the art of cherry, whether the device also contains a "see" the cultural meaning behind it?

A: The Cherry Blossom Festival in Japan is only a week away, and then you can only expect the coming of spring. We hope this work will be created for only a week, and then it will be lifted into the air.

Another similarity is that the Cherry Blossom Festival in Japan attracts people of all ages and in Beijing. We also hope that this device will attract children and adults to participate in the Milan design week.

Q: the ball that is gradually generated from the device falls gently. Is it related to the speed of cherry blossoms falling by one second of 5cm?

A: the rate at which the bubbles and cherry blossoms fall is not exactly the same. In fact, we've added some weight to the bubbles so they don't look like regular soap bubbles.

We hope that this form we created is both extraordinary and familiar, like petals falling from a tree, but not the same as the tradition.

Q: when the falling sphere touches the garment, it bounces lightly, but becomes mist in hand. What meaning does the artist want to leave behind?

A: because we want to create an interactive experience, the audience dressed in different bubble clothes made of all the reactions, and meet the skin into the fog represents a kind of life existence in nature is short and fragile.

On the other hand, since the display of the device is only a week away, we hope that this piece of work can be left without a trace in a reasonable way. This is rarely seen in the world we live in now. Some products still exist after they are no longer useful, such as disposable plastic bags.

Q: the COS is still BRELA and Venice Street shop at Studio Swine exhibition selected works, is how to choose?

A: this time there are two main pieces: Hair Highway produced by real hair, Fordlandia in 2014 and 2016. The selection of these two is mainly due to the exploration of materials for materials and the sustainable use of materials.

Art is probably COS's forever chic and unique magic weapon

Since its founding in London in 2007, COS has been attracted by media and fashion professionals and enthusiasts for its "frigidity" style.

COS has been in the market strategy did not use the traditional advertising and fashion show, but the choice is consistent with their own values and aesthetic appreciation, or designers, artists and architects to work together, so as to affect the real target groups - those who love creativity, advocating the texture of the consumers.

The first show at the Royal College of Art (COS Royal Acedemy), also support and participate in the famous Serpentine Gallery in London (Serpentine Gallery) on Park Nights project, has maintained close cooperation with worldwide designers, artists, architects.

Marie Honda, director of COS, said in an interview that art and design had a critical impact on the COS brand.

If the fashion is always chasing, perhaps only forget the fashion, have their own time beyond the brand value, to go more than fashion.

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