Everybody’s Free by HOOD: CDW15
This year Strata Tiles collaborated with Alana Madden of HOOD to create a unique install for Clerkenwell Design Week 2015, called Everybody’s Free. Touching on to subject of what is it that makes our homes personal, domestic spaces, and how, for that matter, do we define anything as a personal space; conceptual artist, Madden, installed a series of ‘personas’ in our Clerkenwell showroom, Studio62, using materials such a concrete, porcelain and marble from our UK exclusive suppliers. Referencing overpopulation, social housing, ownership and the privatisation of public space, Everybody’s Free attempts to explore possible answers to the above questions.In the store front windows, tiling offcuts are arranged to mirror dense urban environments seen from the air, whilst downstairs objects are used to form three shrines, each revealing an intimate personal portrait centered around a product (concrete, marble or ceramic) at its core.
In dark contrast, the basement annex space is devoid of any physical objects. It uses simple outlines, instantly identifiable as ‘the home’, revealing the ultimate individual space as homogeneous in the extreme.
The title, Everybody’s Free is intended with irony – we are all individuals with free will, yet our boundaries and actions are shaped and controlled by external forces, from our governments, to our prescriptive media and culture. For those who missed the opportunity to view the piece during Clerkenwell Design Week, the install will be available to view throughout the month of June (2015). For more information or a press pack on the install please contact [email protected] More images for all the activities from CDW 2015 here