Creating the extraordinary from the everyday, ’s once again elevates the natural material, , to remarkable new heights through form, imagination and .
In a series of installations for Massimo Dutti — spanning ten stores across nearly as many countries — rattan becomes both canvas and character. It frames the Italian brand’s refined , shaping spaces that speak to local culture and global style in equal measure.
Each installation is unique, responding to its environment while maintaining a clear throughline: . Here, rattan reigns supreme.
Keane and his practice Enter Projects Asia (EPA) is known for innovative and original designs with rattan. The designer champions sustainability, elevating and adapting the natural material not only as decoration, but also as a primary building block in his designs.
Following EPA’s Best of the Best win at the — for the striking 12,000-square-metre interior of Bengaluru’s Terminal 2, created in collaboration with SOM — Keane’s Massimo Dutti work pushes his rattan language into a new context: fashion.
With his projects for Massimo Dutti, Keane has once again sought to bring the versatility of plant-based rattan to the fore and marry it with high fashion.
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The collaboration began in , where sculptural forms of rattan rise from floor to ceiling, defining the flagship store’s visual rhythm. In Dubai, elongated geometric shapes float weightlessly above shoppers; in Bangkok, a curving woven form softens the window frame while teasing glimpses inside; and in Amsterdam, rattan becomes hybrid furniture — part table, part stool — for displaying handbags.
Perhaps what is most astounding in this project is the pared-back elegance of each of the installations and the flexibility of the rattan. Once only used for scaffolding in Asia and woven into baskets, the material has been transformed into structures of beauty with boundless possibilities – as envisaged through the eyes of the creator.
Combining the work of Thai artisans and digital technology, Keane has given new life to a sustainable, readily available resource and made it his own. Rattan has come into its own and is proving to be a material that speaks of the natural world through contemporary design.
In these Massimo Dutti windows, the dialogue between fashion and form is so seamless that it’s hard to tell which is the true star — the clothes or the craft.
Enter Projects Asia
Photography
Barcelona: Juliette Eve
Dubai: Amr Kassem
London, Milan and Amsterdam: Edmund Sumner
Bangkok: Adisornr
Galicia: Wifre Melendez
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