Designer Tom Dixon’s Hologram Launches ‘CLOUD’ Collection in Stockholm

We’ve seen quite a few clever concepts for overcoming travel restrictions and social distancing. But British designer and OBE Tom Dixon went and took it to a whole other level last week.

He had recently embarked on a series of single-day events to promote his new CLOUD collection, with ’24 Hours Copenhagen’ followed by ’24 Hours Paris.’ But when it came to ’24 Hours Stockholm,’ scheduled for last Thursday, February 11 – which was the official launch date of the new line – for safety’s sake, he sent a hologram of himself instead. It was an indication, surely, of the concern resulting from a re-escalation of coronavirus cases throughout Europe.

The one day program included an auction of signed CLOUD prototypes at fine art auction house Bukowskis, an Architects & Designers talk with Mr. Dixon on heritage, legacy and sustainability (“I think the answer lies in creating communities, and also thinking big. High caliber in possible when scale is brought into the equation.”), and a live conversation with artist Berndnaut Smilde, whose installations, sculptures and photography are inspired by the de-construction/re-construction of materials, light and space.

Oh, and a live disco with Swedish synthesizer purveyors Teenage Engineering. You know, for fun.

The event was pegged to Stockholm Design Week, and Tom Dixon CEO Hans Hoegstedt (who is Swedish) enthuses, “The relationship between Tom Dixon and Sweden has always been warm and fruitful, and Stockholm was the ideal backdrop to celebrate the world premiere of CLOUD. We wanted to show our commitment to the Nordics during this unprecedented period.”

The collection itself includes nature-referencing (in their shapes and curves) sculptural pieces of highly reflective polished aluminum, hammered and braised by artisans in India – at once subtlety beautiful, but also genuine statement pieces in any room. Of course, since the quarantines are still going to be carrying on for awhile longer, and we’re all stuck mostly indoors likely through the summer, we definitely need shiny, new and gorgeous things to brighten our lives.

Hoegstedt concludes, “Tom and I are proud of our team and our partners, who refuse to give up despite the global pandemic, and instead choose to innovate, provoke and celebrate extraordinary design. With ’24 Hours’ we want to send a message of hope to our friends in the design industry and beyond.”

And surely, we’ll take all the hope we can get.



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