Arts Thread

Federica Breedveld Bortolozzo
Industrial Design MA

Central Saint Martins UAL

Graduates: 2023

Specialisms: Product / Architecture / Interiors / Design for Social Good / Furniture

My location: London, United Kingdom

federica-breedveld-bortolozzo ArtsThread Profile
Central Saint Martins UAL

Federica Breedveld Bortolozzo

federica-breedveld-bortolozzo ArtsThread Profile

First Name: Federica

Last Name: Breedveld Bortolozzo

University / College: Central Saint Martins UAL

Course / Program: Industrial Design MA

Graduates: 2023

Specialisms: Product / Architecture / Interiors / Design for Social Good / Furniture

My Location: London, United Kingdom

About

I'm an industrial designer with a strong interest for social justice and sustainability. Before pursuing my master in London I've studied at the Cardenal Herrera University in Valencia (Spain) and the University IUAV of Venice (Italy) where I completed my undergraduate. My roots are Italian and Dutch, I'm a lover of world's cultures and languages and I've lived in five countries. My focus is on design for awareness, inclusion and change.

‘BIAS-UNBIAS’ explores ways in which gender related power dynamics can be deconstructed through objects. It represents the reality of many women and tells the story of the everyday limitations and understatements that they have to face. Due to the gender data gap, we live in a biased society, where man is default. The consequences of this lack of information are affecting all fields and influence the gender roles that are so coded in our society and that we learn since birth. The collection wants to break through these roles and empower women to take up space, speak up and be themselves. Each piece of the collection addresses a different topic within gender inequality; the designs with their playful approach stimulate interaction and collaboration between people. The collection is composed of 5 pieces: 'A VACUUM FOR TWO'; an unexpected way to share chores; an original household appliance to trigger discussion and collaboration. 'BODY AND SPACE'; there are behavioural codes related to gender that we learn growing up, do they influence the way we use space? How much space do different genders take while sitting? 'TALK LOUDER'; two stools to chat and make yourself heard, searching a balance through shapes, heights, inclination. 'WHO SITS ON TOP?'; this product explores the power relations between genders. Where would you rather sit, on top or on the bottom, and why? 'WHO LOOKS AT WHO'; aims at representing the staring, gazing and catcalling women get on a daily basis, putting their appearance under their spotlight and overshadowing their inner and professional qualities. The collection combines elements of furniture, critical, interaction and performative design. The critical approach and humoristic language used to talk about gender inequality with the furniture offer a more inclusive and deeper experience and therefore understanding on the issue. It’s with the engagement of people, the playfulness in switching around the power dynamics triggered by the products that the collection comes alive and the messages behind each piece are conveyed in a more direct way. ‘BIAS-UNBIAS’ is inspired by the Sustainable Development Goals (SDGs), specifically Goal 5 on gender equality and empowerment of all women and girls, as it is proven that equal rights and opportunities help economic growth and development. The collection would fit well in different environments; for instance as a conversation starter at workshops on equity in the workspace or in schools and the hope of the designer is that it keeps spreading a message of equality.