Ariadna Rousaud: Elástica Magazine
Lovers of design, architecture and children’s decoration are in luck. Elástica Magazine, a new digital magazine dedicated to contemporary design for children, has just been born.
The content of Elástica Magazine ranges from toys, furniture and illustrated books to installations, exhibitions or wonderful buildings. We interviewed Ariadna Rousaud, its founder and editor, to know a little more about her new project.
¿De dónde surgió la idea de crear Elástica Magazine?
The initiative was born from my passion for writing, for design and for the children’s universe. I have been working in the world of design and communication for more than twenty years. As it happens, motherhood naturally awakened in me a special interest in everything related to children. For some time I had been thinking about the idea of creating a digital platform to showcase extraordinary design and architecture projects for children that are made here and abroad. Projects that I loved and that I needed to share with others.
¿En qué se diferencia Elástica del resto de revistas infantiles?
La mayoría de revistas que hay se centran en ropa y deco. Sus contenidos se nutren básicamente de editoriales de moda (estupendas, por cierto) y decoración (casi siempre de estilo escandinavo). En este sentido notaba que faltaba una propuesta un poco más arriesgada, que ofreciera una alternativa con un punto más de diseño contemporáneo. Entre la elegancia del estilo nórdico y la accesibilidad de IKEA existen otras posibilidades. Elástica busca mostrar esas alternativas.
¿Y cuáles son esas alternativas?
Well, they have certain aspects in common with the essence of PLOM Gallery and Los Superpoderes del Arte. You have some artists who are not specifically dedicated to art for children but have works that fit perfectly in children’s rooms. In the same way, in Elástica we present pieces of furniture, objects or spaces designed by great names in architecture and design that do not usually work for the children’s sector. For example, few people know that Marcel Wanders has designed high chairs and hammocks for babies (keeping his eccentric style!) or that the most fashionable architect nowadays, Bjarke Ingels, from BIG, has designed the LEGO House or the WeGrow nursery.
Guardería WeGrow, en las oficinas WeWork de Nueva York. Foto © Laurian Ghinitoiu+Dave Burk
Lego House, en Billund (Dinamarca). Foto © Iwan Baan
¿Tiene cabida el arte contemporáneo en Elástica Magazine?
And so much! Nowadays there is a very thin border between art and design. Many graphic designers like Albert Corberó and product designers like Cristian Zuzunaga are artists and vice versa. In our content you can find from a print by Jürg Lindenberger to a collection of chocolates illustrated by Susie Hammer or the latest happening of Kaws.
Pegatinas del ilustrador Jürg Lindenberger
Escultura Clean Slate Companion, de Kaws
¿A quién se dirige la revista?
To everyone who likes design! Whether they have children or not. The magazine seeks to inspire and give ideas to all people (individuals or professionals in the sector) who are interested in decoration, interior design, furniture, unique objects… regardless of whether they were conceived for children or adults. For example, Jaime Hayon’ s installations please and entertain regardless of age. In fact, the magazine is written to be read by adults, not children.
Instalación Merry Go Zoo de Jaime Hayon en el High Museum of Art de Atlanta
Instalación Merry Go Zoo de Jaime Hayon en el High Museum of Art de Atlanta¿Por qué el nombre de Elástica?
I like the concept of elasticity. The idea that a solid body can regain its shape when the force that alters it ceases, could well be a metaphor for the recovery of childlike illusion in adulthood. Children’s design has that. When we see certain pieces of furniture or architectural projects we can feel the same magic as when we were little.
Nos ha gustado mucho el logo y el juego elástico de la letra L. ¿Quién lo ha diseñado?
I have been lucky enough to work with the artist Anna Ruiz. Her work as an illustrator, designer and printmaker has always fascinated me. I met her years ago. We collaborated together when I was creative director of the Moritz Barcelona concept store. I thought she was the ideal person to design the Elástica logo. I presented the project to her and there was practically no need for a brief. She immediately understood what I wanted.
Los tres logos de la marca
¿Cuál es la pieza más icónica del diseño infantil?
Without a doubt, the Eames Elephant. Charles & Ray Eames designed the first prototype in 1945.
The Eames Elephant must be the same as some of PLOM’s work: it fits just as well in a baby’s room as it does in the living room. For me that is the clearest representation of design for children and the philosophy behind Elástica Magazine.
Eames Elephant, el icono del diseño infantil.
Recomiéndanos un juguete, un libro, una pieza de diseño y un plan para niños.
Let’s see… since we are in the year of the Bauhaus centenary, I will choose any set from the Naef brand, which makes wonderful replicas of the original designs.
One book, “very Elastic,” would be Design, from Coco Books.
A piece of furniture or decoration… wow, how difficult. I like too many of them! One that I’ve always been crazy about is the Les Volières lamp by Mathieu Challières.
And aninstallation that I loved was Play Landscape by Aberrant Architecture at Matadero Madrid.
You can follow Élástica magazine on their website, facebook or instagram!
