Nature, spontaneity, lightness. These are the concepts at the core of Spontaneum, the communication project conceived by Marsèll to present its Spring/Summer 22 collection through photography, video, music and design.
@awoiska_vandermolen
@pietoudolf
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Installation photos by Lorenzo Capelli
Spontaneum consists of seven images shot by photographer Awoiska van der Molen in Piet Oudolf’s private garden in Hummelo and a music score composed by the Soundwalk Collective.
“We contacted Piet last April”, recalls Marsèll. “We exchanged emails and phone calls to figure out when would be the best time to capture Hummelo, while respecting and celebrating the evolution of its plants.”
Produced over the course of three days in September 2021, the project is the outcome of the encounter between Awoiska, a Dutch photographer renowned for her black and white photographs of remote locations, and Oudolf, an award-winning Dutch landscape designer who is globally renowned for his ability to recreate the natural order by utilising perennial plants in their natural ecosystem and respecting the cycle of the seasons.
“Spontaneity has been part of my design since the 1980s and that approach has evolved over time into the gardens I create today”, explains Oudolf. Over the years, his gardens have complemented the architecture at London’s Serpentine Gallery (2011), New York’s Highline (2006), Basel’s Vitra Design Museum (2021) and many other art and design institutions worldwide.
“When I was invited by the Marsèll team to photograph the home garden of Piet Oudolf and his wife Anja, I wondered whether I would be able to fully immerse myself in a ‘controlled space’ such as Hummelo”, recounts Awoiska. “For a couple of days, I spent the mornings and evenings in silence in the natural world created by Oudolf. The sense of intimacy gradually increased and I was able to get lost in this wild territory, unenclosed by protective hedges.”
Piet Oudolf’s garden was also the inspiration for Marsèll’s Spring/Summer 2022 collection, which celebrates the ever-changing colours and shapes of nature.
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