A second version of the original "idea" of a clock.

This time, a bulletin board Led panel houses the whole sentence – “This is the idea of a clock that tells you the time using words at exactly twenty-nine minutes past twelve.”, where the time in words at the back of the sentence changes according to real time.

In essence, the design is the sentence itself, where language is used to convey a clock as an idea, reducing a timepiece as an object to the immateriality of an "idea piece". The idea behind a designed object finally loses its pretense with matter and stands in front.
 

12:29

12:30
photos by Kelvin Cuff
 

* limited edition, price on request.
* (bulletin board version) debuts at STILL exhibition, Salone del Mobile 2008, Milan.