The Finnish Institute's design event, REDDRESS, mesmerised audiences during the London Design Festival, 22.-25.9.2011.
Designed by Aamu Song, REDDRESS, became one of the festival's highlights both with the media and among the festival audience. For the second year running, Finnish design is being showcased at one of the world's most important annual design events, as a successful successor to Institute's 2010 project HEL YES! restaurant and exhibition.
REDDRESS was exhibited in such a large scale for the first time; hosting a variety of events over four consecutive days. The international festival audience enjoyed concerts, talks, REDBOOK book launch, REDLOOKS workshop by Hel Looks and the REDSHOP in the legendary boxing venue York Hall in East London.
Both UK and international media were intrigued and excited by REDDRESS. Vogue, Elle Decoration, Harper's Bazaar, LivingEtc, TimeOut, Guardian, Telegraph, Independent and the online magazines Dezeen, Design Week, Frame and Graphik Mag among others picked REDDRESS as one of this year's top events. In the opening week, REDDRESS was on the cover of Financial Times and the acclaimed architecture and design magazine Blueprint published an extensive article on REDDRESS and Aamu Song and Johan Olin's COMPANY in their October issue. In total REDDRESS was featured in well over 70 news pieces and, in addition to the UK, media from over ten different countries covered the event.
The debut collaboration between vocalist Emma Salokoski, guitarist and composer Jarmo Saari and the innovative Britten Sinfonia string quartet offered the REDDRESS evening concert audience an intimate and unique experience. "REDDRESS performance leaves the audience spellbound," praised the Because London online magazine in their review of the concert.
"I was surprised how openly people express their emotions in London! Feedback from journalists and the audience is really important for REDDRESS. The Finnish Institute were like family to Johan and me - and their trust in us was the greatest source of energy during the project. I am grateful to have been able to share this wonderful experience with so many in London," Aamu Song says.
REDSHOP sold red products designed by Aamu Song and Johan Olin's COMPANY and guest designers. The shop offered, for example, a limited red edition of Vuokko Nurmesniemi's 1960's Myllynkivi Dress exclusively designed for the event, ‘Hot Legs' woollen leggings by COMPANY, ‘Winter Tie' and unique red ‘Mitsumaru' wooden clogs by Nene Tsuboi.
REDDRESS London is part of the international programme of the World Design Capital Helsinki 2012.
For further information on the designers and event partners: http://www.reddress.fi