On 20th september 2012 the first batch of brand new second hand furniture is presented in a pop-up shop during a festive launch party. For this occasion, i29 interior architects designed an installation to present the new AsGoodAsNew furniture label.
Four years ago, i29 where asked to design a new office for Gummo; the recycled office, an advertising office in Amsterdam. As Gummo were only going to be renting the space on the first floor of the old Parool newspaper building in Amsterdam for two years, i29 convinced Gummo to embrace the mantra of ‘reduce, reuse, recycle’ to create a stylish office space that would impact as little as possible on the environment or their wallets. i29 developed a theme that reflects Gummo’s personality and design philosophy – simple, uncomplicated, no-nonsense, yet unquestionably stylish with a twist of humour. Everything in the office conforms to the new house style of white and grey. All the furniture was locally sourced via Marktplaats (the Dutch eBay), charity shops and whatever was left over at the old office. Everything was then spray painted with polyurea Hotspray to conform with the new colour scheme house style. The interior of the office was, just like the building itself, re-used.
It was a sensation on- and offline, so a lot of praise and a few awards later, we've now decided to make a range of brand new second hand furniture available to the public. It's made in exactly the same way as everything in the award-winning office - We find old stuff we like. We fix it. We cover it with our special blend of solvent-free grey matter. Then it's As Good As New. Now, another shared collaboration between Gummo, i29 and Krimpex resulted in the online AsGoodAsNew shop: www.thisisasgoodasnew.com
and a pop-up shop in SPRMRKT. To present our new label, i29 collected all different kind of 'home accesoires' such as vintage sofa’s, chairs and lamps to create an installation as a substitute of a living room, fully wrapped in a grey coating.
"Everything in SPRMRKT’s recycled home is covered in a mat, dark grey nuance, which gives the little shop a highly conceptual look with arty vintage furniture mixing in perfectly in SPRMRKT’s high-fashion universe. " - Nelleke Strijkers, owner of SPRMRKT.
Under the motto ‘reduce, reuse, recycle’, As Good As New collaborated with the design company Vipp. A limited edition of customized vintage Vipp pedal bins is available in the ‘AsGoodAsNew’ pop-up shop in fashion- and vintage store SPRMRKT.
Where do the products come from? All products where selected from charity shops, Marktplaats (the dutch e-bay), and vintage markets like the IJ-hallen in A'dam North, NDSM area.
- What is the grey coating and why did you choose this material?
The grey coating is a solvent free polyurea coating. It comes from the heavy industry, normally used for covering swimming pools, load trucks etc. We chose this material because it sticks on almost everything, and is very durable (long lasting).
- What message would you like this work to convey?
Selecting these items, was an adventure by itself. We selected quite outspoken and weird items. The collection of second hand furniture in one and the same finish becomes a powerful unified sculptural image, it has an surrealistic alienating effect. It is very surprising that such a small operation has such a big impact. The funny thing is that especially the off-pieces, the pieces that normally are rejected in modern interiors become the more interesting ones. But the message of this work is mostly about giving some attention to re-used and recycled furniture. We are giving these items a second life. And in the case of the more vulgar pieces we even up-cycled them in an esthetical sense (haha).
- How did the collaboration with SPRMRKT come about?
Looking for a good place to launch our new label, we searched for a vibrant place where lots of people come by who are searching for unique and high end second hand items. SPRMRKT is exactly such a place, and Nelleke Strijkers (owner) was very positive about our pop-up installation. Also, thanks to Nelleke As Good As New collaborated with the design company Vipp. A limited edition of customized vintage Vipp pedal bins where integrated in the ‘AsGoodAsNew’ pop-up shop. Behind the 'AsGoodAsNew' furniture concept are Dutch agencys Gummo, Krimpex Coating Systems and i29 Interior Architects who has realized the installation in SPRMRKT.