Tammsalu was fascinated with the shapes that could be created by simply spinning everyday objects, so she took pictures and videos with a slow shutter in order to capture these new shapes. These experiments resulted in fragile, ghost like shapes at different stages that were built up of layers. Tammsalu was not quite satisfied with the results and started to wonder how could she make the outlines more clear and the shapes more solid. She was interested in strength, not fragility and therefore she decided to see what happened if she moved an object around its own axis and then an axis of her own choice. She tested objects by themselves and also in groups where they were stacked on top of each other. This resulted in endless possibilities for solid, captivating, revolutionary shapes with a soothing outer detail and unique individual character.
Johanna Tammsalu is a designer from Tallinn, Estonia where she recently started her boutique studio called TAMMA DESIGN. In fact, the name TAMMA, inspired by the Estonian name of their national tree, carries the meaning of strength and beauty in uniqueness.
The studio is in constant search for the hidden potential of everyday objects, from high-tech climbing ropes to shoes, dishes and light bulbs. The projects are born through an experimental design process that playfully mingles shapes, colours and textures until simplicity, style and a unique personality is achieved.
Pure Talent Contest • IMM Cologne • 2015
SÄSI Young Designer Awards Nominee • 2014
Greenhouse • Stockholm Light and Furniture • 2016