Simon Heijdens for Perrier-Jouët at Design Miami/2013

Wed, Dec 4 - Sun, Dec 8  2013

Perrier-Jouët presents Phare nº. 1–9 by Simon Heijdens at Design Miami/2013, December 4-8, 2013. In celebration of beauty and infusing art into everyday life, Perrier-Jouët invited Simon Heijdens to create this year’s Experience. At the occasion of Design Miami/ 2013, Heijdens has created a unique experiential installation that reinterprets Art Nouveau, propelling it into the twenty-first century.

As Art Nouveau saw Jules Chéret introduce the printed poster, and Louis Lumiére create moving pictures, Heijdens now presents a new medium of expression that echoes the period’s temperament of aesthetic innovation.

Reflecting on Perrier Jouët’s own material essence, the work explores water as a dimensional volume, a translucent refracting medium for light, and finds a completely new way of drawing and building up images. A constantly evolving story grows within the water and is illuminated to fully immerse the space in pattern. The totally white environment that hosts this enchanting experience becomes the screen upon which one can both walk around and walk inside the narrative to experience it from different perspectives.

Simon Heijdens’ works merge the allegorical and the tangible and explore the concept of coincidence to trace and reveal the hidden essence of the spaces and objects that surround us in everyday life. Founded in Rotterdam in 2002, his studio has been based in London since 2005.

About Simon Heijdens

Born at Breda in the Netherlands in 1978, Simon Heijdens studied experimental film in Berlin before enrolling at the Eindhoven Academy, where he began to work in design and from which he graduated in 2002. The influential Dutch design group droog® selected Moving Wallpaper, one of Heijden’s graduation projects, for its collection and then invited him to contribute to a series of international exhibitions. The influence of film is apparent in Heijden’s work as a designer both in its narrative content and its exploration of his obsession with time and place.