Prostoria celebrates Zagreb roots and a decade of design


Prostoria celebrates its modernist roots and a decade of design

“Prostoria 10” is a project marking ten years of the Croatian furniture brand and its link with the rich modernist architectural heritage of Zagreb

In partnership with Prostoria

Prostoria’s decade of transformation in the furniture manufacturing industry is celebrated in a project that offers a diverse examination of the culture, aesthetic process and philosophy of the Croatian business.

“Prostoria 10” – recently exhibited at the Meštrović pavilion in Zagreb – includes new content as well as existing projects, such as the photographic portfolio “Revisiting Architecture”, produced in collaboration with the Zagreb Tourist Board.

Art led by Biro Architects, “Revisiting Architecture” sees a series of images linking the architectural heritage of the city to the modernist design language of Prostoria. The images place particular furniture designs in front of modernist and brutalist Zagreb landmarks, each of which continues to play an inspiring role for the company in terms of form, texture and ambition.

A collection of sculptures called ‘The Essence’, on the other hand, created by the Boir studio in Zagreb, offers an interpretation of the natural materials and craftsmanship of Prostoria.

A section called “Art in the Factory” tells the story of Prostoria’s furniture production through a series of art installations created by sculptor Anđela Vilić from leftover manufacturing materials.

The exhibition, designed by Croatian studio Grupa and visual identity by Swedish agency Kurppa Hosk, was divided into ten rooms in total and featured classic designs from the company’s first decade. The last room, on the theme “Makers at the Core”, included the 233 employees of the brand presented in an animation.

The project is accompanied by a short film, also titled Prostoria 10, which shows the development path of the brand’s furniture icons, including the “Polygon” armchair and the “Revolve” convertible sofa. The cinematic narrative explains both contemporary and traditional approach to Prostoria; the evolution of a brand based on inspiration, talent and local methods.

“Prostoria 10,” says company founder Tomislav Knezović, was born from both celebration and reflection. “As we approached Prostoria’s tenth anniversary, the pandemic threatened both global health and the global economy, forcing us all to return home. We took advantage of this period to reflect on our goals, and to strip ourselves of the very essence, to show who we are. ‘ §

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