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Edward van Vliet presents new designs in Milan

Fourteen years after he first presented in Milan, Edward van Vliet will show new pieces this year during the furniture fair for a range of companies including Moroso and Quasar.

By Jeanne Tan /asdf 25-03-2009

Edward van Vliet seems to be one of the quieter achievers in the world of Dutch design.

You might not have seen his name too much in the media and his work doesn't need to scream for headlines but since setting up his practice Studio Edward van Vliet (SEVV) in 1990, his multidisciplinary studio has been steadily building up an impressive portfolio of work in product and textile design and interiors. He counts as his clients furniture labels including Moooi and Moroso and a string of Dutch and international hotels and restaurants including Stayokay, Hotel NL, Hotel Derlon and the soon to be opened Coral Lodge in Mozambique.

It is clear from Van Vliet's projects that textiles, patterns, colours and multilayering play a big role. His background started in textile design before evolving to include product design and interiors. After graduating from the Design Academy in 1989 he established his studio the following year. Van Vliet was one of the first Dutch designers to have a solo show in Milan, first exhibiting in 1995 and continuing to show successively over the next few years. Fourteen Milans later, he will once again present new pieces, this time with several companies: additions to the Sushi collection for Moroso, new chandeliers for Quasar, furniture for Palau and Casamilano and Van Vliet will design the exhibition stand for Coco-Mat the Greek design label for whom he does much creative direction.

For his clients, Van Vliet develops integrated interior concepts ranging from single furniture pieces to complete interior environments where almost every single element is custom-designed. His ability to create a holistic package for the client stems from the desire to create extra dimensions and add different layers. "For my studio, I never focused on one direction, it was more a mixture of disciplines", Van Vliet says. "As a result, things went less fast and took more time to develop but then you become an expert in different fields. In this way, combining them allows the interior concepts to have a stronger identity. It's very important to me that a product or an interior has a soul." For this, the custom designing of an interior incorporates everything from the lighting, to carpet, wallpaper, linen, furniture to floor surfaces and corporate identity.

As a contrast perhaps to the reality TV style fame of younger designers today, the studio of Van Vliet developed very gradually, where the process is integral to the projects. "I'm not really the kind of guy to be in the press all the time, I prefer to focus on the work", he continues. "For me, I really went step by step. Something like the Sushi collection for Moroso is the logical process of my research from the last ten years." For this collection, Van Vliet designed furniture pieces and modular seating units and the textiles used for the upholstery, a carpet and lamp. "Edward has a very light, free and easy approach to designing, and he also has a talent for amalgamating very different elements. The contrast highlights their differences and, as in life, it becomes the most attractive and interesting side of things," Patrizia Moroso says adding, "he likes to lose himself in details, he studies the shades of colours, he merges inventiveness and simplicity in a beguiling fusion effect unpreoccupied with matching schemes".

Image 1-3: Sushi collection, Moroso
Image 4:Rattan fauteuil and chair, Coco-Mat
Image 5: Interior NL Hotel
Image 6: Kaipo, Moooi
Image 7: Interior, Nooon
Image 8: Spirocube carpet, ICE
Image 9: Interior Stayokay

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