Hugo van der Loo
conceptueel - design - film
My name is Hugo van der Loo. I design furniture and objects, make installations and collections and work on fiction films and series. This is a wide spectrum of activities, but that is because with every project I try to find the medium that best fits the story I want to tell. Of course a project doesn’t start with choosing a medium, it usually starts with a fascination for the background and origin of a topic. Every object, technique, material, building, or any small design detail that might seem insignificant, tells a story and can provide context about our culture, and ways of seeing and behaving. I tend to see these design features as signs that point out certain aspects of our past and present. The interesting part for me as a designer is to find a way to transform these signs into a design metaphor. These design metaphors can then be used to convey the story you want to tell in a more accessible and tangible way.