(New York) May 19,2008- The mood was calm and soothing at the AF Showroom on Monday May 19, 2008. The soft sound of classic hits filtered the air as red and white wine was being served with an option of sushi or shrimp. The room filled quickly with the creative community of architectures, designers, and buyers. The event was held in order for AF New York and Duravit USA to launch Seadream, a book of published photographs by Mark Craemer, a photographer based in New York.
Bennett Friedman, Design Director of AFNY, is the visionary behind Seadream. Friedman has created a prestigious way to showcase the architecture of upscale bath and kitchen products. “Bringing life to the bathroom and creating bathrooms for life,” is Duravit’s philosophy. Alex Bursac, Specification Representative for Duravit, feels that the bathroom should have an aesthetic approach. The showroom demonstrated this. “ Duravit is about quality and is design forward,” said Bursac. The bath and kitchen showpieces illustrate how it fuses with art.
Mark Fletcher, the showroom manager, welcomed everyone with a firm handshake and smile. He described the showroom pieces as clean and cutting edge. Fletcher explained how bath fixtures can be contemporary or timeless pieces.
There were bathroom fixtures of silver and gold that covered completely covered one wall. A vast variety of baths/showers, bathtubs and kitchen sinks were on display. Pictures of Duravit’s L-shaped tub were the highlight of the show. It is a combination of a comfortable bath and shower. This bath named Seadream is Craemer’s inspiration for the book.
Gabrielle Rosemond, AF Marketing and Communications Director, gave her view of Seadream (the book). “It is the human relation from bath to sea.”
Friedman sees the bathroom as a private space. “The bathroom is just for you,” said Friedman. “The kitchen is the heart of a house, but the bathroom is the soul. It is a place of relaxation and sensation.” Friedman believes that the bathroom is more personal than the bedroom. He described it as a time to be alone.
Friedman is not alone in his assessment bathroom time. Bursac created a correlation between having a beautiful bath area and relaxation for the body, mind, and soul. Bursac exclaimed “The Bathroom is the first place you go in the morning and the last thing you see at night.”
Craemer described the bathroom as a place to dream. He takes objects around him as a source of inspiration and created life at a standstill. Seadream is a fictional story with pictures detailing a world of relaxation. In the book, the character drifts from the bath into the sea. The imagery in Seadream starts with droplets that move into rain that ultimately touch the skin. Each picture tells a story that is open for interpretation. Craemer used words like “Diamonds swim, liquefying, and glistening flow to describe Seadream. In this book, there is a gradual progression from bath to dream to ocean. This is depicted with vertical to horizontal shots to bits of the body that are encapsulated in bubbles. The final pictures show this beautiful woman emerging from the sea water to the surface.