Features / London Design Festival 2015

Deciphering design jargon: Anton Hjertstedt’s surreal visualisations of LDF press releases


Emily Gosling


Anton Hjertstedt

Artist statements, project summaries and press releases are often helpful to get an understanding of the creative intent and nature of a project. But by the same token, text that accompanies imagery can equally be somewhat impenetrable and rather baffling.

The run-up to London Design Festival is a veritable avalanche of text-heavy releases about the work on show, so we commissioned It’s Nice That graduate Anton Hjertstedt with creating 3D renderings based on press release snippets with no mention of the nature of the piece or its creator. No Googling or other research was allowed – Anton’s images could only be based on the words he was given. We compared his images to those the releases referred to, and got a fascinating and rather hilarious insight into PR jargon, (mis)communication and creative imagination.


Anton Hjertstedt: Render


Kim Thomé and Swarovski: Zotem
Photography by Mark Cocksedge

Kim Thomé, Zotem at the V&A

What they said: “A dynamic piece designed to draw visitors’ eyes upwards. Rising and falling through the floors, prismatic colours and linear patterns are reflected and retraced. The installation comprises custom ­made Swarovski crystals to create an entrancing visual illusion. A roll of vividly printed mesh is in a continuos loop inside two aluminium faces ­ moving up one side and down the other. As light shines through the graphic mesh and the crystals, the pattern and colour is projected and distorted, creating a dynamic effect that brings the crystals to life.”


Anton Hjertstedt: Render


Christian Astuguevilleille for Holly Hunt: Ilor and Louxac Stools

Christian Astuguevilleille for Holly Hunt, Ilor and Louxac Stools

What they said: “Abounding with imagination, the designs are a majestic view into created culture. The designer hand wraps natural rope and painted cotton cord over a wood base to create an image reminiscent of the most transcendent and experimental artists. The work, ranging in hue from the bright primaries to natural, naval rope, to jet black cord are dynamic as a collection and a bold statement as individual pieces. Layered like coiled ceramic, these unexpected designs add interest and intrigue to a space, standing out in handsome and artful innovation.”


Anton Hjertstedt: Render

Lee Broom, The Podium

Lee Broom, The Podium

What they said: “The vases play with the sculptural quality of balance and asymmetric silhouettes. Combining heavyweight marble with transparent glass, the collection continues Broom’s fascination with opposing materials brought together to create playful yet elegant pieces. The three glass vessel shapes are interchangeable between either the round white or black square marble base and can be selected in the desired combination.”


Anton Hjertstedt: Render


Laetitia de Allegri and Matteo Fogale: Mise-en-abyme at the V&A

Laetitia de Allegri and Matteo Fogale, Mise-en-abyme at the V&A

What they said: “Fascinated by the discovery of one-point perspective during the Renaissance period, the duo have created a landscape of overlapping semi-transparent shapes that play with our sense of perspective. The lines of the tiles on the bridge represent the perspective  grid lines found on Renaissance drawings, creating an illusion of exaggerated depth that draws the viewer into the work. Each tile features a custom pattern of graduating colour that makes the landscape across the bridge appear to open outward or close inward, depending on the visitors point of view.”


Anton Hjertstedt: Render


Tananlioglu Archtects and Arik Levy: Somerset House installation

Tananlioglu Archtects and Arik Levy, Somerset House installation

What they said: “A lowered ceiling of light made of LED strips –­ a light sculpture that represents no beginning and no end, and simultaneously, a multi­faceted kinetic object placed underneath that has a reflective surface. One room will host a dense layer of light that is reflected in the floor, creating the “warm” room. The other will be more sparsely lit with opaque qualities over a solid pool – an endlessly shifting metal platform that holds dispersing water drops ­ evoking a “wet” cooler sensation for the individual.”