a tailor’s ritual by chmara.rosinke
Ever since 1948, the Viennese manufacture of Wäscheflott has been a household name for bespoke shirts and for the production of underwear and linens. Their traditional way of shirt-making performs not only a high perfection in finish and details but also a demanding customer service in a sense of a customer experience.
A very intimate ritual of measuring the body and the trying on of a mock-up shirt by the customer – undertaken in a process of shirt-making- and presenting a ready made garment became our focus of interest in the Vienna Design Week Passionswege project. The final object expresses the carefulness for quality of the manufacturer and heads to become a quiet director of the shirt-trying ritual. The wardrobe is to be specially prepared and arranged before coming of the awaited customer.
Turnable brass hangers to hang a ready-made and a mock-up shirt (Wäscheflott always tailor a trial shirt before making the final one) so that they can be beautifully presented and then tried on by the customer, as well a space for tailoring tools in a small bag ( measuring tool, needles,pins..). The second round mirror is used to proof how the shirt fits the body in the back and in the waist area – the second reflection can be seen in the big rectangular mirror.
Except from designing and realizing the above described object, our project was replenished by a number of small interventions in the shop that try to improve the way the quality of bespoke shirts made by wäscheflott are communicated. The redesign of the shop include a new lamp (make it Europe lampmade ) from our portfolio, a new shop display as well as ci tools like business cards.
commission: Vienna Design Week – Passionswege
materials: massive maple wood, brass
Additional information that you may like to know: The project was realized as a commision from the vienna design week 2013 passionswege, that initiate every year 6-10 cooperations between designers and tradional viennese companies ( the ones still using high quality of handcraft).
The company that we ware supposed to work with was Waescheflott, firm that since 1948 produce bespoke tailoring in the center of Vienna old city.