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Vienna Design Week 2008: Pure Austrian Design's In The City

by Ami Kealoha
on 13 October 2008

Meeting with Julia and Andrés Fredes, founders of Pure Austrian Design (as well as their own studio Juland), last week was a great introduction to the Austrian design scene, including Vienna's second annual design week and their pop-up installation, " In The City." The showcase of Austrian-designed furniture was housed in a giant bubble smack dab in the middle of the Museum Quarter (a five-year-old cultural complex in the heart of the city) and featured the best of recent Austrian design. As a means of calling attention to Austrian design as a way to make it part of the Austrian fabric of life (something Julia, Andrés and several others I spoke to expressed as a central goal), the exhibit was a success. Check out the above video to get a taste.


Julia and Andrés also introduced me to their 2006 book, "Pure Austrian Design," which is a compendium of Austrian Design that includes pictures, text (in German and English) and an audio CD. The very European multi-disciplinary concept is meant to celebrate all forms of Austrian design and is a great overview. I also liked the felt ribbon Julia was wearing with an over-the-top rhinestone illustration of their riff on the influence of nature on Austrian design (pictured above right). Pick up the book from Amazon or Powell's.

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