GTV and Front @Biennale Internationale Design Saint-Etienne 2015 (France)

Coat rack bench designed by FRONT for Wiener GTV Design has been shown in the exhibition Serial Beauty curated by Giovanna Massoni with Dieter Van Den Storm (March 12th – April 12th 2015) during last Saint-Etienne International Design Biennial. Serial Beauty presents a collection of industrial design products which bear witness to the necessary link between diversity and seriality, regionalism and globalism, creativity and industry. The sense of what is beautiful thus becomes the locus of experience, the space – public and private – where individuals and communities can understand and interact with each other. Through a selection of recent products by twenty international designers working for sixty companies in different countries with different types of production systems, the objects in the exhibition tell stories of convergence and conflict: they testify to the skill with which designers and industrialists are escaping from anonymous consumerism to construct a new ethics of the product and a new industrial culture.