Objects-codes and objects-talismans: Ukrainian messages in the European space

/ Decor /

Hands create objects-codes, and the information space is coded for a certain message to the world from Ukraine. But do we want to talk to everyone only about our otherness or a land rich in tradition and generous in energy? We probably still have many messages that are ready to be "sent".

Can modern business be successful without creativity and design? Obviously not, and it is clear to all players. Design is an integral part not only of everyday life, but also of creative business and state cultural policy.

Anastasia Biletska, creative director of MAЇNO Design Ukraine. Photo: Marcel Steiner

The time has come when there is an increasing understanding in Ukraine that the design sector is an effective link between creativity and the economy. The proof that the field of design, which is experiencing a period of rapid development, is becoming one of the promising directions for both investment and the presentation of Ukraine at the international level, is the holding of the First International Forum Design Invest 2019, initiated by the Ministry of Culture of Ukraine in partnership with the Design for Association Ukraine.

Created at the end of March 2019, the Design for Ukraine association aims to develop and implement comprehensive measures designed to streamline the system and establish all necessary network connections, both local and international. The main ambitious goal of Design for Ukraine is to build a Design Center institution. The center will consolidate the knowledge base of the industry, develop development programs for other sectors of creative industries taking into account design-thinking approaches, and curate programs for the implementation of design in various spheres of public life. Also, the Center should constantly monitor the functioning of the design sector in order to timely identify new and useful innovations and methods of practical application.

OM SHUMELDA design and architecture studio. Spouse Maryan and Oksana Shumelda. VERETENO bench (concept)

Design-art object "In love and free". The author is Inna Pedan

Design Invest 2019, which is scheduled for autumn, is intended to be a place of meeting, interaction and synergy of representatives of creative business, state institutions and the Ukrainian design sector, which is one of the most important components of the sphere of creative industries.

The design industry in Ukraine is developing rapidly - this is evidenced by the rapidly growing number of prestigious awards of Ukrainian designers on the international arena, successful participation in landmark international projects, as well as resonance in the professional international community and influential international media. Design is turning into a new language of cultural diplomacy, which is understandable to Europeans and gives the prospect of commercial realization and monetization of creative potential and maintaining a positive image of the country.

Several large-scale projects in the field of creative industries will be presented at the forum; the most relevant issues are highlighted and the best and most promising cases are presented.

BUHAY ceramic decor with a wooden lid and horsehair, inspired by the ancient friction musical instrument of the Ukrainian Cossacks, which in timbre resembles the roar of the bugai. FAINA brand, designer Victoria Yakusha
The PAMPUKH sofa with soft geometric shapes honors the rich traditions of hospitality in Ukraine

Projects that are currently being developed by the team of the Design for Ukraine association will also be presented, including the catalog "Ukrainian ethno-romantic design", which should be the beginning of the cataloging of objects created by modern Ukrainian industrial designers. The organizers are also planning a small exhibition-demonstration of several articles from the catalog.

The idea of ​​creating a catalog became a solution to a more global task of the association, which is in the plans for the coming years — the establishment of the Design Museum. And, of course, if we talk about the Museum, it is worth starting with the history, traditions and crafts that inspire modern artists.

"We remember the vibrations of natural elements and mother's lullaby," say Inna Pedan's objects

In Ukraine today, there are three major thematic fields in which subject designers work. At one time, the idea of ​​finding certain characteristic descriptive common features for Ukrainian designers, in order to speak more clearly to the European audience, became the starting point of a large study of the subject world of Ukrainian design. By its direction, "segmentation" aims to convey knowledge about a different way of thinking of Ukrainians to the "knowledge base" of the European design community. And also — the formation of the concept of "Ukrainian style", a kind of "own imprint" like "Scandinavian", "Japanese", "Italian". And already now, the European mass media note the peculiarity of the "Ukrainian-speaking" objects that were selectively chosen by the company Maino France, which is currently the only "conscious" dealer of Ukrainian design, for its first "capsule collection" of Ukrainian objects precisely on the basis of the "Ukrainian sound".

SNOP chandelier, Svoya Studio

The "Terra incognita" collection, which was presented a year ago at the September Maison&Objet salon in Paris, included separate "Ukrainian-language" items by Serhiy Makhn, Victoria Yakusha, Yuriy Ryntovt, the MZPA brand, and D. Borisov. The French received the collection with surprise and interest and within six months had already tasted Ukrainian subject delicacies.

Actually, if we continue to think that design is becoming a universal language that is understood all over the world, the thematic catalogs of Ukrainian design will allow us to form clearer, targeted messages. Europeans will be allowed to "taste" according to their preferences, choosing a taste - "more saturated" or "more continental".

Chest of drawers W60, designer Yuriy Ryntovt, Ryntovt Design

The first catalog "Ukrainian ethnoromatic design" - what is it about? About "incognito" subjects for Europeans who fall in love with modern Ukrainians, who surprise not only with their traditional mental peculiarity and rich, deep culture. And also completely modern, progressive and fresh thinking, sometimes completely rational, but at the same time, such that it preserves natural emotionality.

It is a design inspired by crafts, objects vibrate with energy, and things surprise with their uniqueness and sometimes frighten with their depth. In my segmentation, I tentatively call those designers who create similar things "green pyramids". They use materials and techniques specific to the ethnic group in a specific area. One of the distinctive features is the use of elements of manual work, love for nature, for simple and familiar materials - wood, clay, leather, stone, wool, felt, natural fabrics (linen, hemp). "Pyramid designers" allegedly "talk" to objects using the mysticism of their roots, traditional ancestral connection with the primordial forces of nature, demonic forces of the elements, etc. It is worth mentioning here this year's Milan Design Week, where the series of FAINA vases by Victoria Yakushi was selected by the authoritative Italian "witches" from the design of Arianna Lelli Mama and Chiara Di Pinto (STUDIOPEPE) for their exhibition Les Arcanistes.

TR ETHNO textile collection from MORGENTAL
TR ETHNO textile collection from MORGENTAL
TR ETHNO textile collection from MORGENTAL

Khrystyna Haydamaka, art carpet "Quantum of Life" (fragment), created together with the Zv'yazani weaving workshop

"We remember the vibrations of natural elements and mother's lullaby," say Inna Pedan's objects.

"We respect our native land," whispers things created by Yuri Ryntovt.

So when we collect such objects in a single exhibition and show them in other countries, foreigners understand on a subconscious level what it is about: about tradition, about the energy of human hands, about long roots and something big and strong that they may not know how to describe It is something that cannot be said in words, and only when you touch the object can the message be delivered.

VIL chair (concept), designer Yana Molodikh

European architects have already longed for talismanic utilitarian things in their projects, and we can see this in the examples of mass "implantation" of craft and technocraft items in most of the interiors displayed at world awards. Let's recall the award The Architecture MasterPrize, which the interior by Sergey Makhno Architects received in 2018. The object won in the Residential nomination next to studios from China, Singapore and America. If earlier a luxury interior had to contain an art object, now art is added as a special chic, let's call it "reinterpreted ethno", "traditional-romantic design".

Ceramic lamps GRANNY'S, Sergey Makhno Architects
Ceramic lamps GRANNY'S, Sergey Makhno Architects

Such objects have a history based on tradition, "ethnic memory", the energy of nature and human hands, the energy of folklore. These objects are talismans of space in the metaphysical sense. And even in the literal sense - "body amulets", if it concerns clothes made of hemp or linen.

Bright creators of this category of designers are Victoria Yakusha, Yuriy Ryntovt, Inna Pedan, Olena Shabaltas, Mykhailo Samoriz, "Velika Bohaiha" and her ceramics. Among the objects with a Ukrainian code that came to the attention of the catalog "Ukrainian ethno-romantic design" are the carpet collection "Autumn" by Khrystyna Haydamaka, created together with the Zv'yazani weaving workshop, the VIL chair by Yana Molodyh, the modular bench "Vereteno" by Mar' Yana and Oksana Shumelda, interior objects and accessories from the GUNIA project, decorative ceramics from Nadiia + Masha Reva, a collection of wooden toys from the lislis office, a collection of textiles from Kateryna Morgental.

We are integrated into the world context, but far from understanding the world's demand and our own treasure

Ukrainian designers also produce items with the message "you and I are made of the same dough, we have common values, we understand you, you can trust us." And there are some that you might think are from the future. And these items can be used when it is necessary to speak the language of future innovative times and future platforms for design accelerators.

We are truly integrated into the world context, but at the same time so far from understanding the world's demand and our own treasure... We are different, and this sometimes leads to unpleasant surprises, when the dreams of some are used as "fuel" for the vague messages of others.

Vatra hanger, SAMORIZ design

Collection "Forest sounds" (roar, crackle, rustle), Bureau of toys lislis

My own goal and motivation is to create understandable, clean and clear and humane Ukrainian messages, and Ukrainian design objects are a great material and an effective tool. And for this, there is still a lot of work to be done on creating the conditions of a clean environment for the growth of designers and the industry in general and, as a result of clean messages and codes, the sector of effective production of conditions for improving people's lives. But about them - in the following materials.

Decorative interior objects from the GUNIA project

Text: Anastasia Biletska