Force of Nature, Marybeth Shaw, chief creative officer for the Wolf-Gordon’s inaugural NeoCon, commissioned the Brooklyn based design collaborative The Guild and New York City based design studio karlssonwilker to design a large installation for the 2013 NeoCon.
Shaw wanted this installation to display the company’s prominent products: wall coverings and textiles. The two teams decided on a structure that resembled a spiraling spine to give the installation a sense of movement.
This structure, titled “Forces of Nature,” is comprised of 68 slats that are fanned out through the air like vertebrae on a spine in Chicago’s Merchandise Mart. The project was finished June 2013 and spans nearly 30 feet long and 14 feet wide. Using SketchUp and 3DS Max, the designers developed the structure to specifically show off 136 Wolf-Gordon products.
The pattern of color gradient spans from lightest to darkest (white to red on the way up and purple to brown on the way down) and becomes a vortex-like illusion as visitors ascend on the escalators. The slats are constructed out of foam and Masonite.
Anastasia Andreieva is an accomplished Architectural Projects Editor at Arch2O, bringing a unique blend of linguistic expertise and design enthusiasm to the team. Born and raised in Ukraine, she holds a Master’s degree in Languages from Taras Shevchenko National University of Kyiv. Her deep passion for architecture and visual storytelling led her to transition from translation and editorial roles into the world of design media. With a keen eye for conceptual clarity and narrative structure, Anastasia curates and presents global architectural projects with precision and flair. She is particularly drawn to parametric and digital design, cultural context, and emerging voices in architecture. When I’m not analyzing the latest architectural trends, you’ll probably find me searching for hidden gems in cityscapes or appreciating the beauty of well-crafted spaces. After all, great design—like great connections—can be found in the most unexpected places. Speaking of connections, because architecture isn’t the only thing that brings people together.