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collaboration with:
Design Academy Eindhoven


thanks to:
Vincent Thornhill, Gali Blay, Pierre Castignola, Lotte Gulpers, Dorota Gazy, Thomas Hoogewerf, Floris Groeneweg. 


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The world is changing rapidly. The economical governmental and democratic systems are in crisis. Powers are shifting and we have to develop new relations and values between people, people as objects, players and spectators. This complexity calls for a new frame work, a di erent approach to the human body. The world needs a new system which does not discriminate race, gender or nationality. A system which produces zero waste and help maintain a healthy and interesting lifestyle. A new sport has aroused to answer these needs. This sport has no boundaries and it creates no waste or matter it questions only muscles. Auto Seĝo!



The image of the body as a sculptured object
(text by Gali Blay)

Every year approximately one thousand candidates apply to the masters and bachelor programs in Design academy Eindhoven, Only two hundred and fifty are accepted. The selection process is structured and defined according to the academy’s vision and concept. As the selection process to get in the academy the selection process to the Salone Del Mobile, 2017 occurred in a similar way. Forty alumni were chosen according to their graduation projects and merits, from them only twenty two received the desirable ticket to Milan.

The Design Academy in Eindhoven frame itself as a place where individuals are educated to develop their motivation and strengths. However, Often students dangerously become the objects of suppression when they forcefully feel the need to fulfill the desires of their mentors and the academy’s conceptual vision and brand. The students become individuals which carry their authentic response under the uniqueness of the academy.

In order to look at the selection process and education system in a different context we will create the sport channel for Salone del Mobile 2017. In this scenario, the selection does not question the designer’s creative skills rather his physical skills as an athlete. He thus becomes a branded sculptured object.

role of this institution in a design fair is to question its existence and the methods it facilitates and to offer alternatives. By taking the furniture out of the frame and treating the body as the object of desire we question the need for a fair which glorify the crafted object. In recent years the frame where the object is placed becomes more important than the object itself. As thinkers like Susan Sontag made clear in their analysis of photography, images have the power to falsify reality. Depending on how, when and by whom a photo is taken, and where and when it is presented in a certain way, it can manipulate its viewer. Today, in our Western society, we look at our reality through the images we consume which presents a risk since each situation, through the usage of images, can be turned into a spectacle that appears to be reality. In the sport channel we aim to question the ideas of selection, objects of desire and society of spectacle by turning the human body into a sculptured object.

"Design is a state of its own. And Milan is its capital" quoted from the fair manifesto, Milan design week is considered to be the Olympics of the design world. However, the fair does not represent the entire design spectrum; rather it shows a clear path of luxurious designed objects and furniture. We argue that part of a design academy’s role is to constantly question the medium itself and its influence in society. Thus the Never has the perception of reality in our Western society been more influenced by images than today. And never has there been a higher risk for viewers to be manipulated.