CrateScape

"There must be a reason why I am king of my castle..."

Building blocks are a primal element of architecture, workable at any scale from childhood onwards. This year's VFMK booth design at SPARK Art Fair Vienna is intentionally scale-free. Can a table become a mountain? Do you see in the design a castle or even a deconstructivist ship filled with the latest VFMK products? A Yellow Submarine... that's how my father titled the work.

The fixed dimensions of the Ottakringer beer crates allow for modular freedom and flexibility. As a renowned publisher reinventing itself, VFMK uses this abstract construction to draw attention to its new label "Goods" and to the VFMK boutique that occupies this space.

It doesn't get much more sustainable than this. One day after the fair, the boxes got returned to their original function—at least until the next CrateScape.