projects

LA CURA
A project by Studio Toogood with NIVEA
MILAN 2012
LA CURA was an antidote to the chaos of Salone del Mobile – a hospital for the senses.

Whilst experiencing a therapeutic sound and light composition, visitors were presented with a ball of white clay to shape it into something that reflected their own expression. These artworks were collected and clustered together during the course of the week to create a collective sculpture.

Photography Alessandro Maria Nacar

LOCATION: MOST Exhibition, Milan
TYPE: Exhibition / Performance / Event
TIMESCALE: 1 week
SCOPE: Concept Design, Detail Design, Installation, Styling
COLLABORATORS: Arabeschi di Latte (food), Kite & Laslett (lighting & sound), 12.29 (olfactory)
SPONSOR: Nivea
NUMBERS: 30,000 visitors

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THE CURES
Visitors were presented with a ball of white clay to mould and shape into something that reflects their own individual expression and mood. These artworks – called ‘The Cures’ – were collected at the end of each performance and clustered together in the ‘Pavilion’ during the course of the week to create a collective sculpture.

THE CARETAKERS
During the installation, ‘Caretakers’, dressed in outfits designed by Faye Toogood, attended to, maintained and safeguarded ‘The Cures’.

SPADE CHAIRS
Guests were seated on 40 ‘Spade Chairs’ by Faye Toogood, each one protected using dressings made from felt, tyvek, canvas, sheepskin, feathers, latex, gauze and bandages.

LA CURA BOOKLET
The Studio worked with graphic designer Jenny Eneqvist to create the ‘la cura’ booklet. Featuring a photo shoot by Marius W Hansen and behind the scenes imagery showing how the project came to life.