#pinwu

Opening early next month, and taking place until March 2019, this exhibition showcases the work of more than 50 designers and studios, including PINWU, ffixxed, Shao Fan, Benwu Studio, Sally Lin and Zhang Junjie, to investigate “the widening possibilities of crafts as an equally important creative impulse for China’s future innovation”. Of the exhibition, Director of Design Society Ole Bouman states:

“It’s a new narrative, coming from the most pioneering minds in society and the design field. It’s a narrative not as a regression, falling back into the trap of nostalgia, but as a future oriented design, based [on] new ways of living, on new business models, new application of digital technologies and, yes, a new cultural sensitivity of the need to save the planet and cultivate vibrant communities to ensure its future stewardship. That’s why we call this exhibition Craft: the Reset, to showcase how craft is being re-energised by attracting the strongest talents for its act of rebirthing.”

Tell us about the individuals behind PINWU - where are you originally from, and where and what did you study? We - Zhang Lei, Christoph John, and Jovana Bogdanovic - come from three different countries and cultures. Since first meeting in Milan in 2010, we have been collaborating in Yuhang, China, developing our From Yuhang project. Each of us has integrated our own, unique personalities and cultural experiences into this work, enriching PINWU with a distinct international flavour.

Where did the idea behind PINWU come from? The name of our studio is pin wu liu xing, which comes from the first line of The Book of Changes: yun xing yu shi, pin wu liu xing. This roughly translates as: the clouds move and the rain is distributed, and the various things are evolved in their respective forms. It is about an attitude of creating. So, our name is derived from and rooted in this attitude.

What are you currently working on? We are presently working on a number of projects, including Rong - Handmade In Hangzhou, the Hangzhou Yuhang Rong Contemporary Art Design Centre, and the PINWU Design Experience Store.

Which project(s) are you most proud of so far? We are most proud of the From Yuhang project. This focuses on using traditional materials from the local area and encourages research on how ancient handcrafts may be revitalised through contemporary design. For example, the piao rice paper chair was based on the Yuhang oil paper umbrella, and the gu bamboo paper chair was designed with materials from an ancient village in Fuyang; all of these works overturn tradition, while still demonstrating respect for old craft processes.

What is the most important thing for your brand, and how have you applied this for future growth? It takes many factors to make a good brand, for example, its value and concept, its positioning, detail and quality etc; all of these matter. Almost all of PINWU’s products are handmade, and that comes with many uncertainties. Some factors are beyond our control, so keeping up with the quality of our products, for instance, is particularly important. PINWU hopes to delimit the anxiety brought by commercial competition, to hold on to our philosophy of design, and ultimately, to keep the brand alive for a long time.