August, 2019 – During this year’s London Design Festival, Stockholm-based design brand Hem will take over the Redchurch Room in Shoreditch to launch The Incredible House of Cards by Dutch designer Bertjan Pot; the brand’s second product from a new accessory collection curated by Modern Design Review. Pot, who is known for his playful and whimsical designs, was tasked by Modern Design Review with the creation of a piece that epitomises the idea of a ‘decorative accessory’. Like all the items in this growing collection of works, the emphasis has been on the creation of an expressive object that is characteristic of the designer’s ethos and way of working. The Incredible House of Cards is a modular sculpture with a simple assembly method that when realised creates an optical illusion through the perception of colour depending on the position of its viewer. In line with Hem’s mission to use the best materials available, The Incredible House of Cards has been produced using Colorplan paper from Britain's foremost paper-maker and merchant; G.F Smith.

"The classic house of cards has been a recurring motif throughout my career; I've built them and used them as decorative elements in exhibitions, as a graphic icon applied to stickers, I even once turned one into a hat. The appeal of the house of cards is that it is both structural and sculptural but at the same time arbitrary and familiar. When I was asked to think about a decorative accessory for this project my mind settled on the house of cards; like almost all decorative accessories, the house of cards fills space and is pleasing to look at and ponder and yet, in essence, it doesn't mean anything. My Incredible House of Cards for Hem is a cheats version; an easy-to-assemble kit that makes for an accessible, playful, decorative accessory." Bertjan Pot, Designer

The house of cards structure is an iconic recreational object that has been created for centuries, even famously re-imagined by Ray and Charles Eames in an appreciation for the uncommon beauty of common things. In this incarnation, the latest addition to the Hem portfolio reflects Pot’s playful approach to design and brings to life a motif which he uses frequently throughout his work. “Bertjan is a dream collaborator of ours - I have been following his career for a long time and love his absolute pitch for colours. He’s one of the most creative and original designers of his generation and his creativity is unstoppable; he is motivated by curiosity and by the appreciation for materials, craft and manufacturing. We’re incredibly excited to be able to launch this playful addition to our decorative accessory collection during London Design Festival in one of the city’s most creative neighbourhoods.” Petrus Palmér, Hem Founder & CEO

The Incredible House of Cards is the latest product from an ongoing collaboration between Hem and Modern Design Review. Laura Houseley, Editor-in-Chief of Modern Design Review, 

is charged with introducing Hem to a pool of creative independent design talents and commissioning unique works that are reflective of their designer’s oeuvre whilst also addressing the notions of decorative accessories.

"This second product from our collaboration with Hem is such a playful, characterful object and in that respect it is a true reflection of its' designer; Bertjan Pot. Bertjan's work is some of the most expressive, liberated, and covetable around and it has been a pleasure to have him apply his unique way of working to a decorative accessory for us." Laura Houseley, Founder of Modern Design Review Milan Design Week saw the debut of the Superscene collection; an oversized landscape of ceramic rainbow, cloud and flowers by London-based artist John Booth and ceramicist Ian McIntyre who have joined forces under the name Supergroup. The limited edition collection is now available to purchase online through www.hem.com and will also be on display during London Design Festival alongside the brand’s latest and upcoming furniture launches by designers Max Lamb and LucidiPevere.

The Incredible House of Cards will form the centrepiece to ‘Hem at Play’; an immersive installation featuring 100 signed, limited edition products. An unmissable stop on Shoreditch’s Design Triangle from 17-22 September, Hem will not only take over the entire venue at 28 Redchurch Street but also paint its front facade with a large-scale mural that reflects the playful interior. www.hem.com #hematplay