Årets juledekoration i Magasin I Interview med designerne I Studio ALOH og Adrian&Gidi

Livsstil

Et juleeventyr fortalt i papirklip

Jul efter jul samles folk foran Magasin Kgs. Nytorv for at betragte den magiske juledekoration. Og heller ikke i år er der skruet ned for magien. To internationale designstudier har overtaget de imponerende butiksvinduer, og efter snart et års juleklip har de udfoldet et sandt juleeventyr i et imponerende, porøst landskab af papir.

Julestemningen spreder sig i Magasin

Det hollandske kreative studie Adrian&Gidi er kendt for deres ekstraordinære landskaber og tredimensionelle figurer af papir, som bl.a. har været udstillet hos Coca Cola, Vogue og Gucci. I samarbejde med designstudiet ALOH Studio har de fået til opgave at bringe julestemningen til Magasin i år. Det er resulteret i en imponerende udstilling, der udspiller sig i fem fantastiske scenografier i hvert af de fem meter høje butiksvinduer i Magasin Kgs. Nytorv.

I et vinterlandskab af sneklædte bjerge, iskrystaller og røde skilifte, der hænger som perler på en snor, er rammerne opfyldt for, at et sandt juleeventyr kan udfolde sig i. Julestemningen spreder sig i en lille skihytte med juledekorationer og fine pakker, der minder os om glæden ved at give gaver til dem, vi har kære. Gennem lysprojektioner kommer vinduerne til live, når scenografien følger årstiden og skifter fra efterårsblæst til vinterhimmel med blødt faldende sne.

Også inde bag bag dørene har julemagien spredt sig. Bevæger man sig op ad stormagasinets fem etager mødes man af de samme elegante, røde skilifte hænge side om side med dekorerede juletræer i det 20 meter høje atrium. Magasin understreger igen, at juleshoppingen skal være en oplevelse ud over det sædvanlige. Hele julen lang vil Magasin byde på en række begivenheder og tiltag, der sikrer enhver at komme i den rette julestemning.

Mød de to designstudier, Adrian&Gidi og ALOH Studio, her og hør om tankerne bag årets juleudstilling i Magasin. Få også Adrian&Gidis skabelon til at lave dit eget juletræ i papir.

Can you tell us about the theme of this year's Christmas exhibition?

ALOH Studio: "We worked with the brief given from the Magasin “Give The Gift” campaign to express a joyful, colourful, intimate and celebratory mood. But it is also as an appreciation for nature, winter holidays and the festive season. Visually, we wished to express togetherness as Magasin has been known for bringing people together for many years. The chosen colour palette matches the Magasin wrapping paper pattern in order to connect with the in-store visuals. Each window focuses on a specific department in the store - womenswear, menswear, homeware, kids and the gifts for everyone. Another highlight of this project is the combination of media, the paper and the video projection mapping. The content was specially designed by the Copenhagen-based video Artist Adam Ryde. The motion provides a transition from winter to Christmas on the window background that makes it all beautifully come to life."

Adrian&Gidi: "Following ALOH Studios’ creative brief, we designed each element in layers which were then cut and assembled to compose the five scenes of the windows. The colours were inspired by the "Give The Gift" campaign colour palette representing white from the snow but also Christmas red, forest green and blue skies."

Can you describe the positive and challenging parts of working with paper for an installation like this?

ALOH Studio: "We used to work with other materials such as clay and wood, but paper proved to be the best material for us as it has a handmade aspect to it that we love and it's versatile. The colour choices and multiple possibilities fascinate us. The challenges are of course the fragility and the delicacy of paper. And in large scales that is even more prominent but when done right, with the right support, it is a wonderful material to work with. Another downside is that it is not waterproof, can be torn very easily and it can change colour over time due to the sunlight. A key element to work with is finding the right mounting technique for construction."

Adrian&Gidi: "We are always exploring different materials but this time, to have this huge project entirely on paper was a really fun challenge. We love the warmth, tactility and vintage look that the paper has. We choose matt, heavy gsm Colorplan paper that could give an almost cotton-like texture to bring the cosiness that winter demands. The sustainable aspect is also key for us. We constantly choose to work with materials with limited environmental footprints and so paper instead of vinyl, foils and plastics certainly is a joy in this case."

How did you feel about creating an exhibition for Magasin du Nord?

ALOH Studio: “It is a great experience to unfold a concept for the window display in such a remarkable department store. It is an iconic location that allows dreams to be expressed and fun scenarios to be experienced.”

Adrian&Gidi: “It was an honor for us to have our work implemented in the most central department store in Denmark. Also, it is a pleasure to know that the work is being displayed in such a historical building. Furthermore, we love the opportunity to connect Amsterdam and Copenhagen as the two cities have so much in common regarding lifestyle and architecture.”

Can you share some tips on how to get started on being creative with paper?

Adrian&Gidi: "We would like to encourage people to search for templates on Pinterest and follow our online courses. There isn’t a high barrier to getting started. You just need your imagination, paper glue and scissors."

ALOH Studio: "Make sure you have a sketch before you start cutting so you know what part goes where and how to compose the overall image with colours and depth. Choose a paper gramatur that is more resistant, so it does not get dirty so easily. Consider testing the glues or tapes beforehand if you are sure it is the right type you need for your project."

Julestemningen spreder sig i Magasin

Can you tell us about the theme of this year's Christmas exhibition?

Can you describe the positive and challenging parts of working with paper for an installation like this?

How did you feel about creating an exhibition for Magasin du Nord?

Can you share some tips on how to get started on being creative with paper?

Få guide og skabelon til udklip her