After graduating cum laude at Artez in 2010 with his collection ‘Revised Crafts’ Sjoerd Vroonland (1985) wanted to focus on only one thing: designing contemporary chairs. Leading for Vroonland is the overall question: is a chair purely functional? Is it a showpiece and a visual story? Or is it an expression of technical know-how and therefore representative of its era?

Together with product developer Arjan Vaandrager he deconstructs 19th and 20th century design classics and translate the craftsmanship of the pieces to develop new techniques. Vroonland is led by designer Sjoerd Vroonland and product developer Arjan Vaandrager (V&V), operating their label since 2010, with chairs as a thread. Leading in the design process for Vroonland is the overall question: is a chair purely functional? Is it a showpiece and a visual story? Or is it an expression of technical know-how and therefore representative of its era? With this topic they deconstruct 19th and 20th century design classics and translates the craftsmanship of the pieces to develop new techniques.

With his pedigree Vroonland shows his vision and the genesis of a product to its final design. Vroonland exposes the products and illustrates that traditional technique is as effective and innovative as it can be. Examining and exploring the means and usage of design classics will create new perceptions and functions. This eventually leads to an evolution in the Vroonland collection.

Salon/2 in het Geelvinck 1 t/m 17 juli

“Rotan Chair”

The rotan chair is a form study about craftsmanship and the abstraction method of braiding. Within this research Vroonland experiments with shape and plays the boundary between the chair and showpiece an important role. For the technique and construction of the silhouette they used a daily method: tie-ribs. This also shows Vroonlands design process.