There was something really strange about this picture. Has there been a time travel in both directions, where it’s possible to make a sculpture which then magically transforms into a product? I thought that a car was the most difficult thing to design in terms of complexity, impossible to be tackled with clay, but seeing this, really made an impression. It looked like anything could just be solved by making a sculpture. There I was, fascinated by this clay model and I got interested in the history of the profession of the car designer. And the question that drove it was: How does the designer know when to stop?
© 2019 Johanna Seelemann    Curricilum Vitæ    phone:+491629789049    Leipzig—Amsterdam—Reykjavík    Visual Library
© 2019 Johanna Seelemann

Banana Story
x Björn Steinar Blumenstein

Banana Story is a collection of alternative made-in labels for the world's most popular fruit. Supermarket shelves lined with banana bunches - anywhere in the world - can largely be traced back to a system that practically enables our modern lifestyle, cargo shipping on a grand scale. A spotless fruit peel and a sticker, however, do not communicate the complexity of the encounters from over 12.534 km from Ecuador to Iceland. A journey, halfway over the globe, is lost in the bananas’ new magical scenery: the supermarket. Any evidence of the 33 people that handled it along the way remains hidden.

The investigation started off, confronted with huge amounts of food waste in Iceland. Situated in harsh climatic conditions, local fruit and vegetable production takes a great effort. Icelandic supermarket dumpsters full of immaculate fruits, are therefore a strange paradox.

The Banana Passport and a Banana Made-In Label for a standardized Cavendish banana raise a call to embrace the complex back story of an object that is easily taken for granted.

Concept, Design: 
Björn Steinar Blumenstein and Johanna Seelemann

Made-In Label Illustration:
Magnús Ingvar Ágústsson

Client: Banana Made-In Label for
the Victoria & Albert Museum London

Year: Ongoing since 2016