Celebrated at the venice architecture biennale
Strong wool has been celebrated as a hero fibre for the built and interior environment at the 2016 Architecture Biennale, Venice.
“Wool’s use in the built environment is a significant focus for The Campaign for Wool, says Mr Craig Smith, Chair, Campaign for Wool New Zealand Trust.
“Honing our efforts on raising awareness of wool’s attributes amongst specifiers of the built environment is key to our work going forward. This compliments and is a natural progression on from the consumer awareness raising work we have done over the past six years, since the CFW launched in 2010, says Smith.
Strong wool makes up more than 80% of the New Zealand clip.
“If we can inspire architects, interior and product designers, particularly those in wool’s growth markets, to specify wool, then we can really make a difference for wool growers and those commercialising wool innovations for the built environment, says Smith.
“We recently partnered with the New Zealand Institute of Architecture and put wool into the New Zealand Room at the Venice Architecture Biennale, which runs for six months and attracts 125 pax visitors per day on average, says Smith.
The Biennale attracts a global audience of architects, engineers, academics, research institutes and interior designers – specifiers and innovators who are looking for aesthetically pleasing, natural, sustainable, safe, strong and healthy solutions.
As well as supplying 30m of felted wool draping, which has been hung in the New Zealand Room, the breakout room next to the Futures Islands exhibition at the Palazzo Bollani, the Campaign for Wool sent out information to 32,500 architects globally, via AIT, along with 1400 members of the NZIA, government representatives and those in the wool industry who have links to Europe inviting them to attend a series of presentations, which ran during a wool focused hosting week Sept 12 – 18th ( see invite attached).
In addition, over 1000 postcards and 100 copies of ‘Wool in Architecture and Interior Design’ will be gifted to visitors of the Biennale over the six months. This coffee table book, printed following the visit of 14 international architects to New Zealand, illustrates the collection of ‘wool in architecture’ ideas and tells the story of wool from New Zealand’s grassroots.
One of the architects featured in this book, Lars Vejen, Architect and Designer, Aarhus, Denmark, was a guest presenter during the hosting week, along with Stephen Fookes, Director Paragon Wool, and DR Julia Gatley, Assoc Professor, Head of Architecture, Auckland University.
Lars Vejen, Architect and Designer, Aarhus, Denmark
“To have people like Lars Vejens join us at the Biennale in Venice to share his passion for architecture and wool shows the reach a ‘goodwill’ campaign offers the industry, collectively, says Smith.
“Unlike other marketing approaches, which rely on logo placement, the Campaign’s reach is primarly achieved through a shared passion and ambassadors gifting their voice to the ‘choose wool’ movement. For wool, this is gold,” says Smith.
Wool elements installed in the New Zealand Room included felted yarn wool rug, wool felt draping, wool knops, solidwool chairs and wool felt bowls.
SolidWool chairs, Wool Felt Bowls, Core Felted Wool Yarn Rug.
The Campaign for Wool has put strong wool at the heart of consumer choice when it comes to meeting demand for sustainable, healthy and biodegradeable , as well as beautiful solutions to the built environment and now it is doing the same for a very influential partner – those who specify for the built environment.