Hasta La Ideas

London designer Benjamin Hubert created a screen of branching modular structures to surround the auditorium at trade show 100% Design during the London Design Festival (+ movie).

Called Amass, the modular system comprises three different components that can be configured in several orientations.

“The branched form of Amass was inspired by the controlled randomness found in nature and the building blocks of life,” said Benjamin Hubert.

For 100% Design, 46,000 pieces were hung in curtains around the stage and seating area to create a permeable visual barrier defining the space.

“The brief called for a visually iconic space that would create a reference point within 100% Design,” Hubert explained.

“Based on observations from previous years, the auditorium needed to accommodate an audience for the seminar programme without excluding passers-by.”

Although other modular plastic partitions already exist on the market – Algue by the Bouroullec Brothers perhaps being the best-known example – Hubert points out that his system can be used to create structural compositions like walls and corners as well as simple curtains.

“Amass was created to build architectural structure as apposed to other modular plastic products, which only act as simple curtains or dividers,” he said.

“The Amass geometry allows for walls of varying thickness and corners to be created, forming three-dimensional structures.”

The parts are made of injection-moulded polypropylene, which can be recycled, but they are also reusable.

“Each year, trade shows reportedly generate more than 600,000 tonnes of waste, much of which comes from the exhibition design and structure,” Hubert noted.

After an event using his system, the whole installation can be taken apart and reassembled elsewhere.

Following its debut hosting the talks programme at 100% Design, the product will be made available for space division in commercial and contract interiors. It has applications ranging in scale from one square metre to over 100 square metres.

100% deign took place from 18 to 21 September as part of the London Design Festival, and also featured a pavilion made from 1500 metres of undulating paper strips.

Elsewhere at the festival, Hubert showed his expanded Pelt collection of furniture for De La Espada and what he claims is the world’s lightest timber table as part of a solo show at Aram Gallery.

See more design by Benjamin Hubert »
See more coverage of London Design Festival 2013 »

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