Uruguay, London Design Week, Photography by Marcos Villalba

For the London Design Festival, Tomorrow worked with Uruguay and showcased products from nine homegrown design studios as part of the London Design Fair. Channelling the work of one of Uruguay’s most-renowned creatives, poet Juana de Ibarbourou, reimagined one of her poems for ‘Poetic Forms: The work of Uruguayan poet Juana de Ibarbourou’.

Juana de Ibarbourou is a literary icon of Uruguayan culture. She was recognised in South America as one of the greatest poets, earning the name ‘Juana de América’. Curated by London-based Uruguayan designer Matteo Fogale, the presentation distilled the work of Ibarbourou into furniture, accessories and textiles in a celebration of the centenary of ‘Las Lenguas de Diamante’, a book that catapulted Juana de Ibarbourou instantaneous success both nationally and internationally in 1919.

The products on show included a series of throws and pillows by Manos del Uruguay, a collective founded in 1968 to cultivate the craft skills of Uruguayan women in rural areas. Estudio Claro, a multidisciplinary studio that designs products and spaces, presented ceramic vases featuring sprouting flowers in reference to Ibarbourou’s enchanted world.

Uruguay XXI_Lenguas de Diamante_photo credit Marcos Villalba007_HR-2
Uruguay XXI_Lenguas de Diamante_photo credit Marcos Villalba002_HR-2
Uruguay XXI_Lenguas de Diamante_photo credit Marcos Villalba008_HR-2

Tomorrow worked with Uruguay XXI to promote the country showcase at the London Design Fair, securing coverage on Monocle.com, Wallpaper.com, Sight Unseen, AD Germany and two issues of the Financial Times Weekend: House and Home. Tomorrow also contacted the press regarding attendance at the London Design Fair and secured additional coverage by introducing the media to the designers. Highlights of expected coverage include print features in Elle Decoration UK and Monocle.

Uruguay XXI_Lenguas de Diamante_photo credit Marcos Villalba003_HR-2
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Courtesy of Uruguay, Lenguas de Diamante and Photography by Marcos Villalba

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