GamFratesi&P: An East–West Hybrid Design Studio. Part 2.
- Paul C.
- Dec 23, 2023
- 2 min read
Updated: Oct 2
An interview with GamFratesi&P, a Seoul-based design studio born from the collaboration between Scandinavian design studio GamFratesi and Korean digital artist Paul C.
by Design+ Article
The Collaboration between GamFratesi&P and Hermès
Q. GamFratesi has long overseen window design and store projects for Hermès. In particular, the recent Hermès Amsterdam window display marked the very first collaboration between your two teams.
Enrico: Hermès has been an important partner of ours for many years. We have worked on store design and window displays across Japan, Eastern Europe, and parts of Italy. Recently, we created a very special art window exclusively for Hermès Amsterdam. This store is located in the Crystal Houses, a townhouse designed by the renowned architecture firm MVRDV. The façade is built entirely of transparent glass bricks, giving the store an extraordinary sense of luxury.
For this project, Hermès gave us one requirement: to use only paper. So, we created paper sculptures of trains, carriages, and horses set against a 19th-century backdrop, reflecting the history of Hermès from its founding years.
We saw this as a perfect opportunity to bring in Korean digital artist Paul C. to add a digital dimension to the window display. While we used delicate paper techniques—folding, twisting, and sculpting—to craft surreal objects, Paul C. completed the scene with a three-minute digital media piece projected as the view outside the moving carriage window. Horses galloped past, and the landscapes of Amsterdam unfolded, creating a truly magical visual experience.
Although this was our first collaboration, the quality was exceptionally high. The combination of our ideas, materials, and Paul’s media artistry blended seamlessly, resulting in a project we consider one of great success.
Q. What is the ultimate goal of GamFratesi&P?
Paul C.: Our goal is to combine the principles and values of Scandinavian design—which distinguish GamFratesi—with the expertise of Beam Interactive in creating sensory experiences through digital technology. We aim to focus on interior design, installations, and product development in Korea, and look forward to presenting a wide range of projects.
Editor | 하지영
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