Digital rising
Alongside real-world exhibits, new show on the block Tent London is preparing for a distinctly digital theme to this year’s event. ‘We intentionally attracted digital content this year,’ as co-founder and director Jimmy MacDonald puts it. ‘The merging of architecture and digital capabilities [will be] the future of how buildings are designed.’
One highlight will be Sony Ericsson’s 300m2 exhibit showcasing its new Xperia X1 multimedia mobile phone, which launches this autumn. It’s influenced by the idea of infinity, a key inspiration for the device, and will feature mirrored surfaces to extend visually nine zones within the Tent space. Visitors can personalise the environment by using the X1 to change the lighting in three central areas. And Japanese motion graphics company Wow will create a projection installation that will interact with an X1. Other launches away from the digital realm include an intriguing collaboration between textiles duo Timorous Beasties and Italian group Nobody & Co, and Tent’s Your Space zone has again attracted exhibitions from different countries, including Create Berlin and Portugal Brands. The latter will show new products, from the established, such as Boca do Lobo, to newcomers, including Munna, which launches its Fetishe collection at the show. Add to that the wider mix of vintage and contemporary furniture and the emerging talent zone, and Tent’s remit of providing an eclectic, yet consumer-friendly, event is amply fulfilled. Tent London is at the Truman Brewery, 91 Brick Lane, London E1, from 18-21 September
By Anna Richardson
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