Not Another: The project calling out over-exposed design trends
By Sarah Housley

Do we really need more design featuring Memphis, pineapples and coloured foam? WGSN Lifestyle Editor Sarah Housley applauds Daniela Treija and Sara Sturges’ latest creative venture

Oct 21, 2015
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Not Another design project Daniela Treija
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Designers Daniela Treija and Sara Sturges have created an installation and magazine series poking fun at some of the most over-exposed design preoccupations of the moment. From Memphis to the ubiquitous pineapple, Not Another explores a convergence of tastes and aesthetics that has been spurred by digital visual culture – in particular the allure of things that will look good (and share well) on Instagram, Pinterest or Tumblr.

Not Another

Not Another

Not Another

“It’s absurd how repetitive design trends have become,” the designers write. “Where did all the pineapples come from all of a sudden? And what about all the products made from coloured foam or marble?” Not Another proposes enriching the debate with a monthly magazine that focuses on a different trend each time, with the topic decided via social media vote.

Not Another

Not Another

Not Another

The irony of the project, inevitably, is how good it looks in a photo. Grids, Memphis, painted fruit, brass, marble and artfully positioned plants all in the same frame? An Instagram dream!

WHAT’S THE NEW PINEAPPLE? Find the next buzz-fruit – and much more – in WGSN Lifestyle & Interiors’ Print & Pattern directory.

LIFESTYLE, DECODED: From design to food to the way we live now and why, our lifestyle and interiors experts can keep you ahead of what’s next. Sound good? Join WGSN.


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