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V&A Modernism Sponsorship
Microsite copy explaining the principles and relevance of Modernism to Habitat’s customers, following Habitat’s sponsorship of the V&A’s Modernism exhibition.
Modernism at the V&A
Habitat are proud to be sponsoring 'Modernism: designing a New World, 1914-1939'
Running from 6th April to 23rd July 2006, this groundbreaking exhibition is the first ever to define Modernism from a truly international perspective.
It's an all-encompassing review of the movement that has given us everything from fitted kitchens to streamlined cars - even our obsession with sunbathing and gyms - and has probably done more to shape the way we live and work today than any other.
The exhibition takes us from Modernism?s origins in Germany's famous Bauhaus schools, through its growing mass-market acceptance in the 1930's, right up to the present, showing how this highly distinctive style and attitude still dominates design today.
What is Modernism?
Modernism first emerged in the aftermath of the First World War. For its pioneers, the key to a new, better world lay in looking forward, not backwards.
They were convinced that good, modern, design - and the improvements in technology that made these designs possible - could transform the way that people lived. Helping create an environment where life would be healthier, brighter, more efficient and more rational.
The resulting streamlined, graceful designs - from Marcel Breuer's iconic cantilever chair to the white geometric planes of Le Corbusier's houses - formed the basis for a new aesthetic.
In stark contrast to the ornate, highly-embellished style of much of what had gone before, this was a no-fills, clean-lined beauty, where form followed function. It was a celebration of concrete, glass and chrome, of light-filled interiors, bare walls, wooden and tiled floors, geometric rugs, of the steel-framed chair and the anglepoise lamp.
Today, though the Modernists' Utopian dream may have faded, the designs that it inspired have proved to have lasting appeal and influence. In our high streets, in our homes, offices and shops, in the cars we drive, in the way we live, Modernism's legacy is clear for all to see.
Modernism in the UK
In addition to the new 'Modernism: Designing a new world 1914-1939' exhibition at London's V&A, Britain still has its share of original modernist gems to enjoy.
For some of the best examples, check out:
- Berthold Lubetkin?s Penguin Pool at London Zoo
- 2 Willow Road, Hampstead, London NW3, the original home of Erno Goldfinger, now managed by the National Trust.
- The newly restored De La Warr Pavilion, Bexhill on Sea East Sussex.
Habitat and Modernism
Terence Conran opened the first Habitat in 1964, with the mission to make fresh, exciting, inspiring modern design available and affordable to the public at large.
It's still our mission today, And it's evident, not only in our product and store design but also through our commitment to supporting art and design both in the UK and abroad.
So we're delighted to sponsor Modernism: Designing a New World, 1914-1939 at London's V&A, an in-depth look at a movement whose principles are so fundamental to our own. We hope that through this groundbreaking exhibition, the spirit of Modernism will excite and inspire you as much as it has us.
And today, over 40 years after the first Habitat store opened, our collections continue to celebrate Modernism's appeal. From lasting favourites, like the Robin Day Forum range, acknowledged as a modern classic, to more recent designs - our new Tanna desk, Bobby lamp, Influence shelving and Serene tableware, to name just a few.
You'll find many more in our store, our catalogues, and of course here on our website. (Just click here for our full product range)
Modernism at the V&A
Habitat are proud to be sponsoring 'Modernism: designing a New World, 1914-1939'
Running from 6th April to 23rd July 2006, this groundbreaking exhibition is the first ever to define Modernism from a truly international perspective.
It's an all-encompassing review of the movement that has given us everything from fitted kitchens to streamlined cars - even our obsession with sunbathing and gyms - and has probably done more to shape the way we live and work today than any other.
The exhibition takes us from Modernism?s origins in Germany's famous Bauhaus schools, through its growing mass-market acceptance in the 1930's, right up to the present, showing how this highly distinctive style and attitude still dominates design today.
What is Modernism?
Modernism first emerged in the aftermath of the First World War. For its pioneers, the key to a new, better world lay in looking forward, not backwards.
They were convinced that good, modern, design - and the improvements in technology that made these designs possible - could transform the way that people lived. Helping create an environment where life would be healthier, brighter, more efficient and more rational.
The resulting streamlined, graceful designs - from Marcel Breuer's iconic cantilever chair to the white geometric planes of Le Corbusier's houses - formed the basis for a new aesthetic.
In stark contrast to the ornate, highly-embellished style of much of what had gone before, this was a no-fills, clean-lined beauty, where form followed function. It was a celebration of concrete, glass and chrome, of light-filled interiors, bare walls, wooden and tiled floors, geometric rugs, of the steel-framed chair and the anglepoise lamp.
Today, though the Modernists' Utopian dream may have faded, the designs that it inspired have proved to have lasting appeal and influence. In our high streets, in our homes, offices and shops, in the cars we drive, in the way we live, Modernism's legacy is clear for all to see.
Modernism in the UK
In addition to the new 'Modernism: Designing a new world 1914-1939' exhibition at London's V&A, Britain still has its share of original modernist gems to enjoy.
For some of the best examples, check out:
- Berthold Lubetkin?s Penguin Pool at London Zoo
- 2 Willow Road, Hampstead, London NW3, the original home of Erno Goldfinger, now managed by the National Trust.
- The newly restored De La Warr Pavilion, Bexhill on Sea East Sussex.
Habitat and Modernism
Terence Conran opened the first Habitat in 1964, with the mission to make fresh, exciting, inspiring modern design available and affordable to the public at large.
It's still our mission today, And it's evident, not only in our product and store design but also through our commitment to supporting art and design both in the UK and abroad.
So we're delighted to sponsor Modernism: Designing a New World, 1914-1939 at London's V&A, an in-depth look at a movement whose principles are so fundamental to our own. We hope that through this groundbreaking exhibition, the spirit of Modernism will excite and inspire you as much as it has us.
And today, over 40 years after the first Habitat store opened, our collections continue to celebrate Modernism's appeal. From lasting favourites, like the Robin Day Forum range, acknowledged as a modern classic, to more recent designs - our new Tanna desk, Bobby lamp, Influence shelving and Serene tableware, to name just a few.
You'll find many more in our store, our catalogues, and of course here on our website. (Just click here for our full product range)
© Justin Rogers 2024
Justin Rogers Copywriter
+44 7976 810 787
justin@justinrogers.co.uk
justin@justinrogers.co.uk