We developed this interior decorating project using the slogan “thinking of you”. The project was based on a full-scale reproduction of an architectural plan of a fully furnished home, in order to show the home as the heart of everyday living. Here the slogan can be individually interpreted by each visitor, more concretely; they can become the protagonist of a live film which is then shown on a screen in the corridor. In reality, we are referring to a play without actors, or rather, without a predetermined list of actors. The actors are the visitors themselves, who play characters in a simulated reality.
On the other hand, artistically speaking, it could be said that this is linked to Dogma cinema, a cinematographic concept created by Lars Von Trier, director of the film Dogville, where a daily reality was recreated in a scene where plans were drawn on the floor but lacking in real objects. In our own Dogville space, the only real things (i.e. not drawn) are Electrolux household appliances, while the plans were drawn directly onto the natural wooden floors. As an extra touch, we designed an entire working kitchen in glass, so that only the household appliances would stand out. This was also helped by the fact that the predominant colour in the project was white.
In any interior space, the lighting is extremely important; it owns the scene, and in this case spotlights and a trust suspended from the ceiling were used to accomplish this. This lighting changed colour as the day went on and was accompanied by the sounds of daily life (eg. In the mornings, you hear the coffee machine, birds, the shower, the radio...).
In short, what this project was doing, more than just presenting the household appliances, was telling a story, not about life surrounding these appliances, but about a life in which they play a vital role.
Photography by: Héctor Rubio