FAST
The Fast showroom in Milan during the celebrated Salone del Mobile 2024 was transformed into a sensory marvel, courtesy of Openhouse Studio’s collaboration with artist Juan Feduchi. Our multifaceted role encompassed musical curation, photography, event communication, and the subsequent crafting of a compelling article.
Perhaps attributable to a former knowledge in the foundry and aluminum before becoming a design firm, at Fast, the principles of durability, solidity, trust and firmness not only allude to the materials that the firm has mastered and used during this time, but also to the deep-rooted ties with its environment and the relationships cultivated both with its team and the designers with whom the Italian brand has been collaborating over time.
In conversation with Francesco Meda, current creative director of the company together with David López Quincoces, the designer reaffirms this concept: “Our relationship with Fast is based on trust. Both David and I were attracted to the idea of collaborating with a company that has in-house production, which allows a deeper understanding and a technical and functional approach.”
The commitment in Fast’s future of this design tandem came about organically, Francesco explains, about a year after Quincoces-Dragò & Partners curated the flagship Fast Milano. For Marco Levrangi, CEO of the company, the encounter with David Quincoces was so inspiring: “We met at the Valencia fair and we hit it off immediately. I like his approach, the clear ideas he has and his ability to create a whole universe in every space.”
The history of Fast relays also in the appreciation of the territory, and this is one of the lines that David and Francesco seek to highlight in this new stage: “Given Fast’s high standards of quality, we were focused on designing new products that reflect gratitude to the territory by using natural materials like wood, as well as more essential elements like mortar, lava stone at different aesthetic levels. This allows us to achieve a balance between the technological and the natural. A colored aluminum table has a particular aesthetic, while the same table with volcanic stone has another. It also gives us the opportunity to reach different audiences while maintaining the same quality.”
Fast’s solid and flexible relationship with its new creative direction shares characteristics with the firm most used material. This way of working is essential to maintaining a meaningful connection between people, both professionally and personally. Like Fast’s designs, the path initiated with David and Francesco on the creative direction is meant to last.
Client: FAST
Project: Fast is an outdoor furniture company whose inspiration is nature, whose roots are Made in Italy, and whose vision of the future lies in globalisation.
Tasks: Event curation, communication, photography and copywriting.
You can see more of this project here.
