'Potentials' is a project by Studio Johanna Seelemann, commissioned by Dutch fashion brand G-Star Raw for 'The Art of Raw'.
'Potentials' emphasizes the integration of material cycles in the design of future consumer objects. At the same time, conventional object typologies in the workplace are examined and reinterpreted, using deadstock denim.
The collection includes five pieces of office furniture whose character is defined by the manufacturer's untreated leftover denim, which are framed by indigo-colored ash wood. The objects' structural dependence on denim fabric is a central principle. Here, the fabric is barely worked and only temporarily incorporated into the structure through wrapping, stapling and filling. The various designs present different ways in which the fabric is temporarily integrated into the design.
The stool, standing bench and room divider explore the concept of borrowing, altering the denim fabric as little as possible to maximize its potential for future reuse.
The room divider serves as a floating element in the space, constructed by weaving fabric into a lightweight frame. It is both an interior design component and a decorative element.
The stool serves as a contrast to the usual office chairs, offering a perspective that differs from a conventional sitting posture at work. Two wooden elements are tied together by the rolled-up fabric.
The leaning bench, the most communal object, promotes a resting position that is neither fully standing nor fully sitting. It provides an opportunity for gathering and conversation. The leaning surface was wrapped on both sides with one textile piece.
To highlight the remarkable stability of the material, the floor mat and valet stand use filling techniques with an interplay of weight to support the structures. Equal to the use of pants, the contents can be emptied, and the cover can be transported in a compact form.
The valet stand is a structure of two parts that stabilize each other. Due to the weight of the filled denim, the wooden frame holds its position.
The floor mat is a reinterpretation of the typical anti-fatigue mats, designed to improve comfort when standing for long periods at work.
Client: G-Star Raw, The Art of Raw
Design, Concept, Production: Johanna Seelemann, 2023
Assistance: Mathilde Drouhain, Gigi Totaro
︎︎︎ G-Star Raw Headquarters, Amsterdam, May 2023