modebranchen.NU NU International June 2018 | Page 41

FREAKEBANA IS PRONOUNCED
"FREAK-EH-BA-NA"
BY HELLE MATHIESEN
The FREAKEBANA-tendency is the new ugly but HOUSE
the weird cousin to Ikebana, which is a hundred BANA
cool way of organising flowers. If you have not
OF
been introduced to this phenomenon yet, it is like FR E A K E -
FREAKEBANA allows you to combine everything F ORM -
year old Japanese art form of organising flowers.
from fruits and vegetables, scrub sponges and
bricks to flowers. The boundaries are only limited
L A N D
by the imagination.
- It is a naturel response to the perfect lifestyle
that we are acting out online. We are bombarded
with status updates from YouTube, Facebook,
Instagram, Snapchat, blogs and vlogs, where we
stage our lives and homes through filters and ap-
plications, which digitally manipulate our lives in
ideals and push the boundaries and that is why we
are seeking the imperfect and playful, explains
the trend duo Studie Flyhelsted.
The phenomenon goes well with the spirit of the
time.
- We see a growing self-confidence and indivi-
order to look perfect. We need to search for new
duality. This gives us the courage to mix different
styles e.g. Art Deco, Retro, Romance, Scandina-
vian minimalism and so forth. With an artistic
and crazy approach everything is allowed and the
expression gets strong and personal, Studie Fly-
helsted says.
Symbol of the imperfect
- HOUSE OF FREAKEBANA is where we play with
new combinations of products. This is where
we dare to combine squares and flowers. This is
where we break the standards and “business as
usual” and where visitors get a unique experi-
ence that brings smiles to their faces. HOUSE OF
FREAKEBANA is imperfect, foolish, liberating
and sometimes odd and provoking – it pushes the
boundaries and it stages the daily life through
which new inspiration is generated, says Studie
Flyhelsted.
The trend area becomes an abstraction of a home.
The homely frame is staged in a clash of materials,
surfaces and colours. The fuzzy boundaries bet-
ween the rooms create visual experiences, which
may inspire to an exhibition in the store or a new
window display.
Formland takes place in Herning the 16-19 August
2018.
MODEBRANCHEN.
| ISSUE NO 03 JUNE 2018 | 41