Conran on Cloud Nine

Posted on October 31, 2013 by Rosie

Visitors to the prestigious Independent Hotel Show in London over the past two days have been treated to an unusual experience by the creative team at Conran and Partners, whose thought-provoking installation welcomed visitors into a VIP area like no other: Cloud Nine.

The concept was to provide an area in which to experience a “feet on the ground, head in the clouds” sensation. Conran and Partners’ creative director of brand and product, Massimo Acanfora, explains that Conran on Cloud Nine symbolises “creative agility” which inspires “infinite thoughts and forms.”

Located in the VIP area at Olympia West Hall, it was intended as a space where people could meet during the show which would encourage creative thinking and discussion of approaches towards design.

To bring the concept to life, one million metres of string, cut into differing lengths, were suspended from the ceiling, giving curious visitors the sense of their heads being submerged in the clouds, an experience which Acanfora believes is key when it comes to creative exploration: “Everyone loves clouds. We always like to have our head in the cloud and feet on the ground when we are creative.”

In keeping with the show’s commitment to outstanding design, Conran on Cloud Nine served as a memorable talking point for the thousands of high profile guests passing through the event.