In my next life, I want to work at SOFTlab. These guys look like they have a great time doing everything they do. And what they do is everything. For them “a good idea does not discriminate between any medium or any type of project, it just works for everything.” That includes design of furniture, a website, a brand, a video, a gallery installation, a store display, and pretty much anything else that can be designed. Their approach is to make design customizable; it should allow for change, or growth, and be adaptable.
Just visiting their site is an immensely entertaining experience beginning with the computer animated video on their home page. Unknowingly, I was already familiar with (and a fan of) some of their work such as the colorful taped projection mapping of the New Museum as part of Festival of Ideas for the New City.
Above are just four of SOFTlab’s projects.
From top to bottom: CHROMAtex.me, a site specific installation for the bridgegallery, LES, New York. Photos: Alan Tansey
(n)arcissus, a site specific installation for NODE10 at the Frankfurter Kunsteverein in Frankfurt, Germany. Photos: Marius Watz.
POLYP.lux, a hanging installation for School Nite, part of the Festival of Ideas for the New City, NYC. Photos: Alan Tansey
CHROMAesthesiae, an installation for Devotion Gallery in Williamsburg, Brooklyn. Photos: Alan Tansey
There are plenty more interesting projects on their website.