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Background

This is AMPLIFIER - design projects by German-born (Munich) product-design graduate Florian Kremb. He studied at Central St Martins College and Goldsmiths College in London. He was trained at product and graphic design studios in London (Michael Marriott), New York (Material ConneXion, Matador Records Art Dept.) and Milan (Studio Sowden), design-led manufacturing companies in Germany (BMW) and Switzerland (Vitra), won an European design competition for the UK (“United Arts for Europe”, sponsored by Opel) in 2000, the EPSON design trend research competition in 2003, got invited to the prestigious YOUNG DESIGNERS + INDUSTRY (YD+I) project in The Netherlands, was amongst the finalists for other awards and had an exhibition of “The Chair Project” in Central London at Burro.
He has recently been invited to the Danish chair project “The Idea of a Chair”, where 12 international artists/designers/architects design their conceptual “idea of a chair” (please see PROJECTS section). Furthermore, he has been commissioned to do an installation of a champagne cork COAT HOOK wall for jewelry designer Judy Blame at Comme des Garçons' new flagship store in London's Mayfair area, called DOVER STREET MARKET. Additionally, at Comme des Garçons' DOVER STREET MARKET, AMPLIFIER had a selection of its products exhibited and for sale.

AMPLIFIER is currently designing products and graphics for Do Shop (creative director) and various other design and fashion companies.

Florian also is a product design guest lecturer at Krabbesholm College in Denmark.”

Recent AMPLIFIER exhibition participation includes the Milan Furniture Fair, DesignUK and the Geffrye Museum in London.

The name AMPLIFIER combines both his strong interest in music and design. He uses his amplifier to play the guitar and, since his work mainly deals with the infra-ordinary and the everyday, it is an amplifier of little details, things and qualities that are often not being noticed.

AMPLIFIER Idea:
Our homes are intimate places, “private” universes, where we live and do our everyday actions. In our culture, where work and consumerism more and more seem to be the main concerns, these everyday actions that have to be done, seem to be a waste of time and money, are not appreciated, pass unconsciously and cannot be done fast enough.
These are the most essential basic actions we do, though. So, if these already seem to be a burden, how would it be possible to enjoy life in general? This non-awareness and non-appreciation of everyday details often leads to frustration and alienation from one’s environment and oneself and therefore to more and more consumerism as a substitute for these frustrations.
If one does not appreciate the everyday life at first, which life could be appreciated in its details then? A conscious metaphysical relation to our environment is decreasing.
This is a rough description of the idea and concern, my work is mainly based upon.
By looking at everyday deeds and objects, that very often pass unnoticed, observing, playing around and experimenting, I try to find inherent qualities and warmth in the most common. A common object may be, or even unconsciously is, seen and used in a completely different context. This might just be coathangers, for example, that form, when upside down, a fruitbowl. A conversion like this strongly enhances the qualities of the object and puts a certain warmth within them.
In an over-producing and over-consuming society, I would like to create a stronger metaphysical relation to and appreciation of our everyday objects. By, often, innovatively using, what is already there, it may, hopefully, make us more aware of the things that surround us in our everyday lives.

AMPLIFIER offers idea, concept and product development and graphic design as well as design research and consultancy services.

info@myamplifier.co.uk