PHOAM: 3D DREAMING - 2019
Product / Identity / branding
Shaving foam is more malleable and ephemeral than any other foam on sale. I froze it, mixed it with flour, wax, or ink, tried to fix it with hairspray, to no avail -it remained undisciplined. Each application created a unique new shape flaming up the imagination. So there was my goal: to offer that trigger of imagination to designers. One of the most intriguing theories on modelling and simulation belongs to Germund Hesslow whose idea of perception is that the human brain reacts to imaginary thoughts in the exact same way as with actual stimuli. Uninhibited fragments of thoughts and their wildest combinations are the material of dreams, and since my foam produced equally unexpected forms, I started forming a brand concept: 3D Dreaming could as well be the tag line of my product.