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Viktor & Rolf Innovate The Baby Carriage
November 16, 2012 2:34 PM
Designer collaborations are a dime a dozen these days, but this recent collaboration between Viktor & Rolf and Bugaboo (a luxury baby carriage brand) is particularly noteworthy as it allowed designers Viktor Horsting and Rolf Snoeren to exhibit their design prowess in an arena far from the world of fashion. Of the collaboration, Horsting and Snoeren explained, “Working on this collaboration with Bugaboo was a creative challenge for us as it’s out of our immediate design sphere, which always proves to be interesting as you can think about objects differently. In doing so, we envisioned a My First Car Bugaboo –a luxurious and innovative vehicle which is the ultimate in mobility design. There is a slightly ironic and unexpected twist as this Bugaboo takes to the open road –but we love the idea of any design object being transformative.”
The designers took inspiration from the feelings evoked when one gets their first car: freedom, exhilaration, and empowerment. Naturally, then, the designers took the classic Bugaboo carriage and updated it with sports car-style fabrics and a faux leather canopy and wheel skins. For finishing touches a cheeky “bb <3 V&R” license plate was emblazoned on the carriages rear and the designer’s logo was inconspicuously branded on the silver alloy wheels.
To promote the exciting collaboration, Amsterdam’s Random Studio created an installation piece and subsequent short film playing up the concept of “My First Car.” Mike Pelletier and Barnaby Monk worked on the design and production of the installation sourcing automotive headlights from an auto-scrap yard and replacing the bulbs with high-powered halogens. Each headlight was synched to a different note associated with Brahms’ Lullaby creating scattered fulgurant flashes that circled the carriage, which was propped up on a rotating pedestal. The result was the perfect promo highlighting the designer’s unique vision for Bugaboo’s newest limited edition stroller.
WRITTEN BY: MICHAEL COSTA
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