secret of flat-to-3D ➁ self standing / 平面が立体になる秘密 – ➁ 自立

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Culture of Paper Models, Ephemera

When a piece of paper is standing on its own,  a little miracle happens and you recognise a space around it.   This is the second stage of a paper diorama.  And it is important to be flat at the beginning – lots of them were sent out to deliver their message – often they are advertising a merchandise.  When the recipient transforms it into a standing object, it provides a joy!

外形線を切り取られた薄っぺらい紙が、すっくと自立していると、、、小さな魔法がかかってその紙片の周りに空間が生まれる – これがペーパージオラマの第2ステージです。広告媒体として作られたオブジェたちは、最初はフラットで運びやすくたくさん配られ、受け取った人が立体にする時にふわっと楽しくなる、その瞬間が重要です。

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This dog police is one of six dolls produced, as mascots of a stove polish called Enameline.  This dog is policing the copy of their product – ‘Look out for Imitations’.  It must have been a competitive market for stove polish in New York, we can imagine, and profitable for a company to hand out this well made printed material and hire a designer who thought up this self standing cut-out.  When this dog is standing, a picture of their product is visible behind the police helmet.

NYからの一枚は、ストーブを磨く「エナメリン」という商品を宣伝する犬。裏には「にせ商品に気をつけて」というメッセージが刷られ、なぜ警官なのかが分かります。当時のストーブ磨き粉の市場が、競合しながらもこんな手のかかるマスコットを6種類作るほど潤っていた様子がうかがえます。肩の上で折ってこの警官が立ったときに、頭のうしろにしっかりと商品のイラストが見えている、丁寧なデザイナーの仕事です。

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The next ones are German cats,  advertising washing starch.  They must have handed out a lot – I found the brown one in a jumble sale in the UK and another one in antique market in Japan.  They are made by two die-cut parts glued together.  They were displayed where busy housewives and washing ladies were working, cheering them up and selling many boxes of washing starch.

次はドイツの猫、、、洗濯用ののりを宣伝しています。トラ柄のはイギリスのがらくた市で、赤い眼のシルバー猫は日本の骨董市で見つけました。これはダイカットの2パーツを糊で貼りあわせるという手のかかる製法でつくられ、大量に配られたでしょう。窓ぎわに置かれて忙しく働く主婦や洗濯婦をにっこり微笑ませ、洗濯のりをたくさん売ったと思われます。

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A furniture, product and interior designer, leading t.n.a. Design Studio, based in East London. An weekend cyclist and stamp collector.

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