The Italians are famous for creativity and designs in all realms of life. One such Italian brand that exemplifies this creative heritage is Antartidee.
Founded in 1986 by Mauro Montermini and Roberto Ferioli, the designs of the brand take surrealism to a new level and interpret it in the context of modern accessories and art objects. The creations of the brand stand out for their extravagance, the uncommon, and outstanding originality. The goal is to create original objects to personalize the environments we live.
The melting clock collection takes the concept of clocks to a different creative height. Each clock is lovingly hand created. It all begins with a prototype that is drawn and subsequently hand-moulded in clay. A silicone mould is created on the model. A series of painting procedures follow and the process ends with assembling and bespoke packaging. The duo let us in to share some melting clock secrets…
Your products all tell a story…
Artists inspire us, especially Salvador Dalì with his melting clocks! We also interpret everyday objects and transform them. For example, we have studied a shoe and transformed it in a table clock!
Clocks are about 80% of our collection. The other products include vases, photo frames and many other surrealistic articles that are transformed into furnishing articles. Clocks were seen as mere utility items.
Do you feel that concept has changed?
We think clocks can be used to decorate our homes and that they should not be only mere utility items. Our clocks give an emotion as well! You can add one of our clocks in a classic or modern room. It can be in tune with the rest of the furniture or in strong contrast. The choice depends on the personality of each of us!
The importance of clocks…
Retailers should study their windows to give more importance to the design and craftsmanship involved in clocks. Our clocks, for example, are hand made and hand painted in Italy and retailers have to emphasize these features when showcasing products.
Where is the group based?
Our firm is based in Reggio Emilia, Italy.