ROSAN BOSCH ROSAN BOSCH PRØVESTENSBROEN 3A, STUEN DK-2300 KØBENHAVN S T+45 3379 1939 [email protected] WWW.ROSANBOSCH.COM A chair is not just a chair. It is built for someone. For whom? And why? What does identity mean for the design of a chair? Identity De/Coding is a project that focuses on what design is all about: Identity. The project begins at the entrance to Copenhagen International Furniture Fair, where you choose one of five identities that you will adopt for the duration of your visit to the fair. The identities are stereotypes that have been developed on the basis of profiles of the different people who visit the fair. The different types are depicted on banners in the vestibule. From the banners you choose the type that best suits you. Then you take a key strap in one of the five co- lours – yellow, light blue, brown, orange or pink – and follow the five-coloured flooring. The type you picked will identify you as a visitor to Copenhagen International Furniture Fair, and the key strap signals to everyone what type you identify with the most. At the same time, your key strap serves as a personal souvenir from Project Identity De/Coding. Networking is an important part of trade fair culture and takes place not only at the stands. In the Centre Hall, you find the nerve centre of Copenhagen International Furniture Fair: Gras- slandscape – a furniture-free part of the furniture fair! Here, you also find the INDEX: stand, cafe, and stage as well as the sound theatre ‘What goes on behind the scenes?’ What if, upon reflection, you decide that your chosen identity is not to your liking? What if you do not like being categorised as a given type? In this case you should visit the INDEX: stand, where there is a “Decoding” function; here, instead of a one-coloured key strap you will be issued with a five-coloured one. Note that decoding can only take place at the INDEX: stand and nowhere else. INDEX: is all about ideas. About how design can improve our lives. About how, for instance, design can shape society or solve global problems or alter your identity. Rather than illustrate what design is, Copenhagen International Furniture Fair and visitors to the fair will form one big, living design work. Client Bella Center & Copenhagen International Furniture Fair/ Year 2005 / Location Bella Center, DK / Project Installation, living design piece / Design Rosan Bosch & Rune Fjord IDENTITY DE/CODING

IDENTITY DE/CODING - Rosan Bosch Studio · ROSAN BOSCH ROSAN cOSha iRrsnSonNScROnN tAj SounN .Ibltff IrcnNaAsN S omeF ttw? d?t? yNWOgROSANcOShaDhO/ CCCD ROSANcOSha DhO/ A …

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ROSAN BOSCH PRØVESTENSBROEN 3A, STUEN DK-2300 KØBENHAVN S T+45 3379 1939 [email protected] WWW.ROSANBOSCH.COM

A chair is not just a chair. It is built for someone. For whom? And why? What does identity mean for the design of a chair?

Identity De/Coding is a project that focuses on what design is all about: Identity. The project begins at the entrance to Copenhagen International Furniture Fair, where you choose one of five identities that you will adopt for the duration of your visit to the fair. The identities are stereotypes that have been developed on the basis of profiles of the different people who visit the fair. The different types are depicted on banners in the vestibule.

From the banners you choose the type that best suits you. Then you take a key strap in one of the five co-lours – yellow, light blue, brown, orange or pink – and follow the five-coloured flooring. The type you picked will identify you as a visitor to Copenhagen International Furniture Fair, and the key strap signals to everyone what type you identify with the most. At the same time, your key strap serves as a personal souvenir from Project Identity De/Coding. Networking is an important part of trade fair culture and takes place not only at the stands. In the Centre Hall, you find the nerve centre of Copenhagen International Furniture Fair: Gras-slandscape – a furniture-free part of the furniture fair! Here, you also find the INDEX: stand, cafe, and stage as well as the sound theatre ‘What goes on behind the scenes?’

What if, upon reflection, you decide that your chosen identity is not to your liking? What if you do not like being categorised as a given type? In this case you should visit the INDEX: stand, where there is a “Decoding” function; here, instead of a one-coloured key strap you will be issued with a five-coloured one. Note that de-coding can only take place at the INDEX: stand and nowhere else. INDEX: is all about ideas. About how design can improve our lives. About how, for instance, design can shape society or solve global problems or alter your identity. Rather than illustrate what design is, Copenhagen International Furniture Fair and visitors to the fair will form one big, living design work.

Client Bella Center & Copenhagen International Furniture Fair/ Year 2005 / Location Bella Center, DK / Project Installation, living design piece / Design Rosan Bosch & Rune Fjord

IDENTITY DE/CODING