The 3am Room: Maddux Creative x Fromental at WOW!House 2023
At this year's WOW!House 2023 at Chelsea Harbour Design Centre, Maddux Creative and wallcovering atelier Fromental came together to create the ultimate space to encourage connection, conversation and contemplation. The collaboration resulted in an inspiring, luxurious and meticulously hand-crafted space.
Just as certain pockets found in nature serve as perfect environments for mycelia - the delicate, thread-like structures of fungi – to thrive to create complex natural networks, central to the design ethos in creating this year’s 3am Room (Courtyard Room) was the intention to create a utopian environment to foster human connection, conversation and community. The use of quotes, the optimisation of the layout, and attention to materiality all contribute to the immersive and thought-provoking experience intended for visitors. This space, viewed through a retro-futuristic lens, encourages contemplation, reflection, and exploration of the dynamic relationship between technology, nature, and self.
“We began our inspiration with reflections on the beauty and transformative powers of fungi and conversations on creativity in our lives and in the natural world. Creation through thought and craft, play in its most pure and necessary way without constraint.” - Tim Butcher, Fromental
The room features two low, bespoke George Smith sofas for comfortable seating, walls adorned with reflective surfaces for a unique perspective, and a densely textured wall featuring a cabinet of curiosities to explore. The room is illuminated with strategically placed lighting fixtures, accentuated with objects, free forms and the ultimate starburst of light. Floating platforms and geometric structures provide an elevated playing and lounging area. This is a place of wonder, a place to start (or end) the day with a sense of freedom and possibility.
The quote, "May you remain aware of your awareness", prominently displayed above the sliding needlepoint doors of perception, acts as a prompt for visitors, inviting them to engage with their surroundings and to heighten their consciousness. The design team's unwavering commitment to fostering a space for people to convene, debate, discuss, and inspire one another was a driving force behind the project. The desire for community, connection, and the exchange of ideas is fundamental, and the physical environment plays a vital role in facilitating deeper connections and engagement.
This project offered the design team complete intellectual and practical freedom, allowing them to conceptualize a creative concept rather than simply showcasing products or capabilities. The installation itself is as significant as the objects within it. The aim is to create a fully immersive setting, triggering visitors’ imagination and transforming the space into an experimental playground. It serves as a tangible manifestation of the ideas and values that hold importance to us and we have embraced the opportunity to express these ideas through our work.
“Embracing the thrilling archive of Fromental’s diverse output, like children in a sweet shop, we collaborated to produce new textures, patterns and effects represented in wall coverings, fabrics, tapestries and objet d’art.” – Jo leGleud, Maddux Creative
The layout and flow of the space were meticulously honed to optimise the visitor's experience. We wanted to create a space that flowed harmoniously and intuitively, enhancing the overall atmosphere, and facilitating easy movement and interaction.
Materiality played a significant role in the design process, with the studio joyfully experimenting with exceptional furniture, lighting pieces, and various materials. The inclusion of delicate tapestries, hand embroidery, hand-painted detailing, traditional French passementerie, and rich silk fabrics showcases the attention to detail and craftsmanship involved in the project. These elements add layers of texture, beauty, and sophistication to the space, elevating the overall design concept.
Collaboration with numerous craftspeople and specialist suppliers was a crucial aspect of the project. Their expertise and skill contributed to the realisation of the design vision, bringing the concept to life with precision and artistry.
“I wanted to experience all over again the joy of free creativity that can only come when you set yourself a task with only your imagination as a limit.” - Lizzie Deshayes, Fromental
“Designing the Courtyard Room for WOW!House at Chelsea Harbour's Design Centre allowed us to unleash our creativity and collaborate with renowned designers and brands. With the freedom of a blank canvas and no client constraints, we pushed boundaries and created a captivating space which provoked conversation and inspired visitors.” – Scott Maddux, Maddux Creative
We would like to thank all of our generous suppliers:
Design Centre Chelsea Harbour, Charles Burnand Gallery, Stark Carpet, Pierre Frey, Altfield, Tom Faulkner, Samuel and Sons, George Smith, Illuminationworks, Cornflake, Lutron, EcoScent, K-Array, 2B-Heard, Optelma and the Royal School of Needlework.