Andrew Taylor-Parr tells us about his experience in the visual merchandising world, his approach to design and the focus and inspiration of his last project, Peruffo Jewelry’s booth, newly presented at Vicenzaoro.
How do you think you can fully express yourself?
When I am given the opportunity to be free. In the case of my work when I am free in understanding the idea of the concept.
If you should choose a symbol to represent yourself, what would you choose?
It would be a square as I identify mostly with the symmetrical geometric nature of it. This due from a my many years at Comme des Garçons where geometry and form were integral in my learning and practice.
If you could subvert the rules, which law would you overturn?
There are no rules that I would like to break up however my desire to combine elements and materials in unusual ways, that would not usual be alongside together is the closest to this.
Why do you decide to start working as a creative director and visual merchandiser?
I did not decide to this, in fact it came about by accident, working for Marc Jacobs arranging hand bags and accessories – understanding the various ways products could be displayed and then going on to further develop this by designing the environments for the products and how far I could take the experience.
Tell us about your most successful project and your personal way to design.
I have thankfully been part of many successful projects however recently for Honey Dijon’s product launch at Dover Street Market was quite significant to me. It was a collaboration between long standing friends; Honey Dijon, Adrian Joffe, Katerina Jebb and all the great teams at the Dover Street Markets.
What is matter for you?
Philosophically the material is the key component of communicating the message of the concept as the selected material is chosen to engage the audience on different levels.
Compositionally the material I like the most is concrete.
Tell me about a contemporary artist and a designer you find important and why.
Olafur Eliasson because of his vision and ability of reinterpreting natural beauty and Rei Kawakubo because of her ability to create new beauty.
The Peruffo Jewelry project, which is the focus of the installation?
The focus would be the central installation which refers to the collection that will be showcased within it however combined with the surrounding space will be composed of a material that highly contrasts.
– Interview by Federica Tattoli
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