Marsèll presents the Spring Summer 22 collection with an original communication project inspired by nature, with photographs by Awoiska van der Molen.

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SPONTANEUM
BY AWOISKA VAN DER MOLEN
Spontaneum

Nature, spontaneity, lightness. These are the concepts at the core of Spontaneum, the communication project conceived by Marsèll to present its Spring Summer 22 collection through photography, video, music and design.

 

Spontaneum consists of seven images shot by photographer Awoiska van der Molen in Piet Oudolf’s private garden in Hummelo and a music score composed by the Soundwalk Collective.

“We contacted Piet last April”, recalls Marsèll. “We exchanged emails and phone calls to figure out when would be the best time to capture Hummelo, while respecting and celebrating the evolution of its plants.”

Produced over the course of three days in September 2021, the project is the outcome of the encounter between Awoiska, a Dutch photographer renowned for her black and white photographs of remote locations, and Oudolf, an award-winning Dutch landscape designer who is globally renowned for his ability to recreate the natural order by utilising perennial plants in their natural ecosystem and respecting the cycle of the seasons.

Photography Awoiska van der Molen

“Spontaneity has been part of my design since the 1980s and that approach has evolved over time into the gardens I create today”, explains Oudolf. Over the years, his gardens have complemented the architecture at London’s Serpentine Gallery (2011), New York’s Highline (2006), Basel’s Vitra Design Museum (2021) and many other art and design institutions worldwide.

“When I was invited by the Marsèll team to photograph the home garden of Piet Oudolf and his wife Anja, I wondered whether I would be able to fully immerse myself in a ‘controlled space’ such as Hummelo”, recounts Awoiska. “For a couple of days, I spent the mornings and evenings in silence in the natural world created by Oudolf. The sense of intimacy gradually increased and I was able to get lost in this wild territory, unenclosed by protective hedges.”

Piet Oudolf’s garden was also the inspiration for Marsèll’s Spring Summer 2022 collection, which celebrates the ever-changing colours and shapes of nature.

Photography Awoiska van der Molen

Awoiska van der Molen

 

Awoiska van der Molen (1972, Groningen, Netherlands. Lives and works in Amsterdam) is a visual artist working with the medium of photography. The analogue photographs of van der Molen are abstract representations of anonymised landscapes, the result of her urge to return to our origin.

 

Van der Molen was shortlisted for the Prix Pictet Award in 2019 and for the Deutsche Börse Photography Foundation Prize in 2017. She was the recipient of the Larry Sultan Photography Award 2017 in San Francisco, the winner of the Japanese Hariban Award in 2014 and she was finalist at the Hyères Festival International de Mode et de Photographie in France in 2011. Her first monograph ‘Sequester’ was nominated for the Paris Photo / Aperture First Book Prize in 2014 and received the Leipzig Silver Medal for ‘Best Books from all over the World’. Her third book ‘The Living Mountain’ was published last year.

Photography Lorenzo Capelli