Lee Broom presents Opticality

(UK) – London Design Festival 2016 will feature Opticality, Lee Broom’s post modern exhibition of optical illusion.

This September, the british product designer will celebrate the retail launch of the Optical lihting collection by transforming his Shoreditch store, for one week only, in to a postmodern Op Art experience.

Previewed at this year’s Salone Del Mobile in Milan as part of Broom’s ‘Salone Del Automobile’ exhibition – which was nominated for the Milano Design Award 2016 and named one of the 16 best shows out of over 1,500 installation during Milan Design Week 2016 – the Optical collection will be available for purchase at Lee Broom or through any of the many dealers who represent the Lee Broom brand across the globe from September.

Inspired by Op Art of the 1960’s, Optical reflects the monochrome graphics and mood of the era with a modern linear pattern, which when viewed from all sides, changes at every angle. The collection will take centre stage in the store, which will be completely re-designed for the event.

Optical also holds strong personal associations for Broom, being inspired by the period in which he grew up in the early 90’s when he decorated his bedroom with a strong Op Art aesthetic.

In Lee Broom style, ‘Opticality’ will be an innovative installation. Fully decorated in black and white, the store will become an exploratory space inviting visitors to take a journey through a display of optical illusions to discover the collection displayed and presented against a graphic monochrome backdrop.

The exhibition will also feature existing pieces updated in a new finish to reflect the mood of the ‘Opticality’ theme.

Broom commented: “The London Design Festival is always such a special show for me as it’s on home ground. I get the opportunity to dramatically re-design our store in Shoreditch each year and ‘Opticality’ will be no different.”

www.leebroom.com