Will Choui reinterprets 1970s Brutalism within contemporary furniture designs

The raw and honest aesthetic of Brutalist architecture characterised by exposed concrete and muscular geometric forms, has influenced several contemporary product designers, who embrace its bold, monolithic nature and industrial aesthetic within their objects. Brutalism's strong lines and solid structures are reduced and manifested to permanence within functional furniture, as is the case with Montreal-based furniture designer Will Choui, who used it as foundational inspiration, meticulously reinterpreting the historic SMC Building in Sydney, Australia within his 1979 collection, "bring(ing) a contemporary approach to the brutalist aesthetic, pushing boundaries by reimagining both the visual and physical experience of objects," shares the designer.

Drawing influence from the contentious 'harsh' and 'cold' aesthetic of the late-'70s Brutalist architecture, (a movement that began as a means to cope with a society wounded by war), Choui depicts his distinctive idea of what a 21st-century interpretation of the same would look like, by combining the disparate realms of Brutalism and contemporary design, by means of incorporating minimalist geometric shapes and a thoughtful choice of materials and adding a polished, alluring touch to the collection encompassing a side table, pendant lamp, desk lamp and mirrors.

'Truth to materials' was one of the fundamental tenets of Brutalism, which led architects to attempt to showcase the inherent virtues of Béton brut. This characteristic was also incorporated in the lighting fixtures and furniture design expressing the '1979' collection by Choui. "My collection is an ode to the unexplored beauty of Brutalism, fusing the boundaries of the past and the present. I wanted to show how the simplicity and boldness of Brutalist architecture can be reinvented in the context of contemporary design,” shares the product designer. The '1979 Side Table' is crafted from durable aluminium and features a 6mm tinted glass top that delicately showcases the subtle grid below. The '1979 Pendant Lamp' was inspired more specifically by the SMC building built in 1979, inspiring the name of the furniture collection. The mirrors from the collection include 'Petit,' a small yet stylish wall-mounted mirror and cabinet and 'Gros', an imposing statement piece that can be wall-mounted or placed on the floor. Both mirrors are expertly crafted from raw or powder-coated aluminium and feature high-quality mirror glass for flawless reflection. Finally, the '1979 Desk Lamp,' crafted from durable aluminium, offers a raw or powder-coated finish in a refined lamp design.

Choui graduated from the Rhode Island School of Design with an MFA in Furniture Design. In his work replete with an uncluttered aesthetic achieved through forms stripped down to the absolute essentials, he has created a distinctive product design language that is exclusively his own, through inventive use of raw materials, Platonic solids, and streamlined, universal shapes. The use of Brutalist architectural principles often results in visually striking and highly functional objects that evoke a sense of strength, durability, and a connection to the built environment, "intersecting modern design with heritage to reflect what could be the best of both worlds," shares Choui.

Text by Ria Jha