Design Insight - MINIMALISM Collection

Minimalism originated as an art form in the USA after World War 2 and peaked in the 1960s and early 1970s when it spread towards Europe. The art movement is often seen as a reaction to abstract expressionism and a further reduction of modernism. The term "minimalist" often colloquially refers to anything that is spare or stripped to its essentials, which is one of the essentials of this style.

Prominent artists representing Minimalism are Frank Stella or Donald Judd. Swiss architect, designer, artist and lecturer Max Bill (1908-1994) instilled Minimalism in all his works – which ultimately was crucial to define the typical, reduced style of Swiss design.

Max Bill created the sculpture “Kern aus Doppelungen” (Core of Doublings) in 1968. The artwork is a key work of Swiss minimalism and indicates well how the artist was able to blend the different trades of architecture, art and design in his work. The sculpture itself has been auctioned to the Museum of Modern Art in Zurich by Christie’s in 2011.

Our MINIMALISM design is inspired by Max Bills “Kern aus Doppelungen.” The artwork is not so much about the absolute reduction per se that counts but the reduction of an idea to its essentials. Also the architectural spirit captured in his work is something that has been applied in our design: the links show the beauty of engineering and naturally integrate in the over-all appearance.

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