LONDON DESIGN FESTIVIAL Jaime Hayon Installation User Guide
- September 19, 2024
- LONDON DESIGN FESTIVIAL
Table of Contents
LONDON
DESIGN FESTIVAL AND FORTNUM &
MASON ANNOUNCE MAJOR INSTALLATION BY
JAIME HAYON CELEBRATING 25 YEARS OF HAYON STUDIO
Jaime Hayon Installation
14-22 SEPTEMBER
2024londondesignfestival.com #LDF24
22 August 2024 – London, UK: London Design Festival and Fortnum & Mason today
announce details of an immersive installation by renowned artist and designer
Jaime Hayon. Taking over the store windows and atrium of Fortnum & Mason’s
flagship store on Piccadilly, this vibrant display celebrates the British
luxury retailers’ longstanding commitment to design and craftsmanship and
marks the 25th anniversary of Hayon’s distinguished art and design studio.
Jaime Hayon’s work takes root in a deep respect for tradition and
international artistry, to which he applies his distinctive style and
innovative approach. Drawing inspiration from a rich tapestry of geographical
influences, ancient techniques, and common folkloric themes, Hayon is
recognised as a pivotal figure in the dialogue between art, craftsmanship and
design. He began producing his significant body of work 25 years ago,
constantly developing his aesthetic across various disciplines, including
design, sculpture, and painting.
The window installation titled ‘Celebration I’, will comprise of a
retrospective of decades of radical creative innovation through silhouettes in
motion, odd shapes, bright hues and friendly beasts, showcasing a wide
spectrum of materials—ceramics, bronze, glass, and wood—each chosen as
examples of Jaime Hayon’s creative virtuosity. The installation will also
feature ‘Malabarista,’ an intricate laser-cut panel taking over the Fortnum &
Mason atrium. Depicting a man juggling stars and celestial elements,
‘Malabarista’ symbolizes Hayon’s perspective on creativity as a dynamic
juggling act, where materials and experiences serve as tools for artistic
exploration. Jaime Hayon describes his journey as akin to that of a juggler in
life, skillfully playing with the myriad opportunities that come his way.
Drawing inspiration from his travels, diverse cultures, and engaging
conversations, Hayon’s approach to creativity is rooted in hands-on
experimentation and continuous learning.
Fortnum & Mason, an icon of British luxury and craftsmanship, has long been
celebrated for its dedication to artistry and innovation. Continuing its
tradition of inspiring installations with leading artists and designers, the
renowned retailer presents ‘XXX’ as the latest in its series of collaborations
with the London Design Festival. This installation follows from previous
works, including ‘Mellifera’ by Arthur Mamou-Mani, ‘iri-Descent’ by Liz West,
and ‘Time for Tea’ by Scholten and Baijings.
The 2024 installation marks Fortnum’s most ambitious project to date,
transforming both the atrium and window displays of its Piccadilly flagship.
This expansive showcase not only highlights the creative synergy between the
visionary Jaime Hayon and Fortnum & Mason but also invites visitors on an
extraordinary journey through the realms of art, design, and imagination.
Liz Darran, Chief Creative Officer, Fortnum & Mason, said: “Just like a
trip to Fortnum’s, Jaime Hayon’s bold and playful work evokes a tangible sense
of wonder and joy. Happily blurring the lines between art and design across
his interiors, product designs, installations and paintings, Jaime reflects our
own love for both modern creative approaches and traditional craft – and we’re
incredibly excited to be teaming up with London Design Festival this year, to
welcome Jaime to Fortnum & Mason, and to share his endlessly colorful,
arresting and expressive work with our customers.”
Jaime Hayon, said: “For me, Celebration I is a way to look back on 25
years of Hayon Studio while also pushing forward into new creative territory.
It crystallises everything I love – art, design, craftsmanship – all coming
together in a way that I hope will inspire everyone who sees it. It’s an
honour to be collaborating with Fortnum & Mason, known for their longstanding
history of excellence, during the London Design Festival – and I’m thrilled to
create something truly special together.”
NOTES TO EDITORS
For further information, please contact Bianca Gidwani on +447853848640 and
bianca@londondesignfestival.com
All images and assets can be downloaded
here.
ABOUT LONDON DESIGN FESTIVAL
Established in 2003 by Sir John Sorrell CBE and Ben Evans CBE, London Design
Festival celebrates and promotes London as the design capital of the world.
London Design Festival has since earned the reputation as a key calendar
moment of London!s autumn creative season, alongside London Fashion Week,
Frieze Art Fair and the London Film Festival, attracting the greatest
thinkers, practitioners, retailers and educators to the capital, in a citywide
celebration. #LDF24 Website:
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ABOUT FORTNUM & MASON
Fortnum & Mason is essential for anyone seeking extraordinary food, joy-giving
gifts, unforgettable experiences, and exceptional service. First founded in
London in 1707, after Queen Anne permitted her footman William Fortnum to sell
discarded candles from St James!s Palace, Fortnum!s has forged a close
relationship with the British Royal household ever since. Fortnum & Mason
holds two Royal Warrants, one from His Majesty The King and one from Her
Majesty The Queen. A London retail institution and pioneer in the hospitality
sector, innovation has always been a central pillar at Fortnum!s. From
inventing the Scotch Egg and providing supplies to the 1922 Everest expedition
to beekeeping in Piccadilly!s rooftop hives and launching the Food & Drink
Awards to celebrate people and talent, Fortnum!s has been a trusted disruptor
and authority in the food & drink space, at home and internationally, from the
very beginning. Every year, millions of people from around the world visit
the Piccadilly flagship to enjoy Fortnum!s famous Afternoon Tea and shop its
extraordinary food, gift and fragrance halls.
The iconic brand is celebrated for its teas, Scotch eggs, hand-made
chocolates, and wicker hampers – each playing a large part in its centuries of
history – and remains committed to imagination and discovery today.
In April 2023, Fortnum’s opened its Food & Drink Studio as a space dedicated
to the search for extraordinary food and drink experiences. Visitors can
enjoy unmissable masterclasses and intimate dining experiences hosted by some
of the world’s best chefs, watch live demonstrations led by major names in
food and drink, and listen to illuminating conversations with makers and
creatives who share our passion for all things delicious.
Proud of its storied past and innovation, Fortnum!s mission remains to make
joy for every customer, whether they!re shopping in-store or from around the
world at the awardwinning
www.fortnumandmason.com. Follow Fortnum!s on
Instagram and Facebook (@fortnums)
ABOUT JAIME HAYON
Jaime Hayon (b. 1974), Madrid-born creative all-rounder, stands at the
forefront of contemporary design and art. His work transcends traditional
boundaries, merging the freedom of contemporary art with the tangible
engagement of traditional crafts and the functionality of design. He is known
for his holistic and intertextual approach, reflecting his belief that every
detail is an opportunity for unique and experimental creation.
For the last 25 years, his work had blended bold shapes, colors, and motifs,
and has been shown in prestigious galleries and museums worldwide. Hayon’s
deep commitment to craftsmanship and creative innovation has fostered
collaborations with major brands, elevating him as a leading figure who merges
art with design. His achievements have earned him international awards,
reflecting his significant impact on contemporary design culture.
Website:hayonstudio.com
Instagram: @jaimehayon
Press inquiries :sofia@suttoncomms.com