010 – deconstructions campaign.


Deconstructions Campaign
photographer – Joseph R. Webb
Styling and Concept – AANDERSSON + Joseph R. Webb
The Deconstructions campaign, photographed in the fall of 2016 by Joseph R. Webb, was inspired by settings with ageing 1960’s-1970’s modernist American design details. Our intent was to juxtapose old and new and allude to the inevitable ageing process that AANDERSSON’s designs will also undergo alongside these once modern interiors. The campaign ultimately highlights the powerful and continual influence of design trend on the visual identity of history. Imagery consists of a series of still life images and videos, giving enough context and texture to convey the oddly nostalgic vibe of the each setting featured.
About Deconstructions: Ceramic tableware traditionally utilizes a circular form for the most efficient containment and control of a material. These deconstructed forms represent an attempt to discover the same level or even more utility in a disrupted circular vessel. A total of ten solid clay positives were thrown on the wheel then cut in half. Plaster mold negatives were then made and prototypes were cast from clay slip. Each of the vessels were tested for utility. The mug is one of the more obvious examples of a form’s enhanced utility because of deconstruction, where the shifted upper half perfectly makes room for the mug’s handle. Porcelain clay and gloss white glaze were the chosen materials for this collection because of their durable, simple and traditional nature. Porcelain, however, is prone to dramatic warping during the firing process so a special porcelain clay body was formulated to resist warping and help achieve the crisp lines in the form.