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    mail:hanna@seelemann.de    phone:+491629789049    Leipzig—Amsterdam—Reykjavík    Visual Library
© 2019 Johanna Seelemann

The Ministry of Icelandic Vegetables

x Búi Bjarmar Aðalsteinsson
x Björn Steinar Blumenstein
x Þura Stína Kristleifsdóttir
x Gabríel Markan
x Védís Pálsdóttir 








The Ministry of Icelandic Vegetables is a collective of designers, intervening the local food industry. Their aim is to map out production chains, propose farmers and producers new pathways for 'lost' harvest. The designers work as a bridge between the different interest parties. The project engaged with B-class Rutabaga. Hundreds of tons go to waste annually, classified as 'underweight'. Joining various specialists from different fields, the group produced syrup for soft drinks and the first 100% locally sourced alcohol from the dismissed root vegetables.













Development, Design:
Johanna Seelemann, Björn Steinar Blumenstein,
Gabríel Markan, Védís Pálsdóttir, Þura Stína Kristleifsdóttir

Concept: Búi Bjarmar Aðalsteinsson

Client: Icelandic Research Fund, 2016







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