Milan – Each collection from designer Faye Toogood, the brains behind Studio Toogood, features repetitions, familiar shapes and motifs presented with sublime sensory experiences, but the mood is always re-invented.
Toogood embraces contrasts and this was evident at this year’s Salone Internazionale del Mobile in her washed out white fantasy called La Cura, sponsored by Nivea.
The installation consisted of a 20-minute performance in which participants were treated to what Toogood described as a Hospital for the Senses. Visitors were given a white ball of clay to mould and treated to an aural soundscape.
All elements were created to echo the ‘nourishment, care and cleansing’ qualities of Nivea to restore the audience, most of whom, according to Toogood, ‘are not used to relaxing, not used to stopping, thinking and being creative’.
Innovative designers are increasingly creating sensory experiences to fully engage with their customers. To find out more, read our Synaesthetic Selling microtrend.