Amass by Benjamin Hubert
for 100% Design

| 16 comments

London designer Benjamin Hubert created a screen of branching modular structures to surround the auditorium at trade show 100% Design during the London Design Festival (+ movie).

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

Called Amass, the modular system comprises three different components that can be configured in several orientations.

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

"The branched form of Amass was inspired by the controlled randomness found in nature and the building blocks of life," said Benjamin Hubert.

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

For 100% Design, 46,000 pieces were hung in curtains around the stage and seating area to create a permeable visual barrier defining the space.

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

"The brief called for a visually iconic space that would create a reference point within 100% Design," Hubert explained.

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

"Based on observations from previous years, the auditorium needed to accommodate an audience for the seminar programme without excluding passers-by."

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

Although other modular plastic partitions already exist on the market - Algue by the Bouroullec Brothers perhaps being the best-known example - Hubert points out that his system can be used to create structural compositions like walls and corners as well as simple curtains.

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

"Amass was created to build architectural structure as apposed to other modular plastic products, which only act as simple curtains or dividers," he said.

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

"The Amass geometry allows for walls of varying thickness and corners to be created, forming three-dimensional structures."

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

The parts are made of injection-moulded polypropylene, which can be recycled, but they are also reusable.

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

"Each year, trade shows reportedly generate more than 600,000 tonnes of waste, much of which comes from the exhibition design and structure," Hubert noted.

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

After an event using his system, the whole installation can be taken apart and reassembled elsewhere.

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

Following its debut hosting the talks programme at 100% Design, the product will be made available for space division in commercial and contract interiors. It has applications ranging in scale from one square metre to over 100 square metres.

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

100% deign took place from 18 to 21 September as part of the London Design Festival, and also featured a pavilion made from 1500 metres of undulating paper strips.

Amass modular space divider by Benjamin Hubert for 100% Design's auditorium

Elsewhere at the festival, Hubert showed his expanded Pelt collection of furniture for De La Espada and what he claims is the world's lightest timber table as part of a solo show at Aram Gallery.

See more design by Benjamin Hubert »
See more coverage of London Design Festival 2013 »

  • Sarah

    Spectacular. And good moral compass.

    • George

      The piece has some graphic potential but not sure where the moral compass bit comes from when producing an injection moulded ‘temporary’ item. These types of objects have a very limited second function. To me, it does not come close to the poetic Bouroullec design.

  • Guest

    Vitra Algues by Ronan and Erwan Bouroullec?

  • craig

    Isn’t this very Bouroullec brothers?

    • I’d

      Exactely my first thought.

  • des

    Similar perhaps in typology to bourrellec – but it does reference that in the story. I think it is an interesting solution and creates function above and beyond the current options on the market. Plus it is beautiful.

  • RJT

    If you read the text, Hubert addresses how this differs from existing systems such as Algue..beautiful and original work!

  • Cheesemonger

    This is a Hubouroullert project ?

  • senato

    Why not read the description? And see how it does and does not relate to the french brothers. Incredible video!

  • franc

    That is an amazing stop motion!!

  • paul

    Wow! I went to 100% design and it looked incredible.

  • Alan

    Very very nice, great resolution and even though it isn’t in the same typology as the cotta stuff, it is still a good progression.

  • Rich

    I think it is a smarter solution than the Vitra products.

  • Opinion

    He may not have invented the typology of a plastic modular screen. But this a fine piece of work that visually and functionally shows differentiation to the existing market.

  • puddinga

    “Hubert points out that his system can be used to create structural compositions like walls and corners as well as simple curtains….” exactly like the Bouroullec’s project. So I still don’t understand in what way it differs.

  • Matteo

    Please….