2023 EXHIBITION AND COLLABORATIONS

LIMITED EDITION HANDPAINTED CERAMIC TABLESET by EPRETEXT x ANA ADAM in collaboration with GRUNI ATELIER and LUN

2023 PRESS

MARCH 2023, OUR FOUNDER ON THE COVER OF IGLOO MAGAZINE ARHITECTURA LA FEMININ ALBUM togheter with Anda Andrei, Crina Arghirescu Rogard, Anca Cioarec & Brîndușa Tudor, Mihaela Criticos, Ilinca Păun Constantinescu, Iulia Stanciu, Oana Stănescu, Raluca Șoaita, Anda Ștefan, Simona Văleanu, Elena Viziteu Ionescu, Eliza Yokina, Iulia Oniciuc & Camina Zerva 

OUR FOUNDER IN CONVERSATION WITH ANDA ZOTA, EDITOR IN CHIEF IGLOO MAGAZINE

From the first meeting, Adela is a breath of fresh air. She is the voice of the young generation, who with kindness and remarkable curatorial talent, brings together the fine arts and presents them to the general public. At the intersection of architecture, design, and art, her work reflects immense respect for tradition and craftsmanship, as well as for remarkable protagonists in the artistic fields, whom she embraces and exposes. Although the pretext platform is online, it becomes a place for surprising encounters with art and object design, in which the importance of ethical perspective describes a constant discourse.

The selection and catalog reflect Adela’s preferences and creative direction, where timeless objects share her vision of the beauty of Romanian design. Between visits to construction sites, exhibitions, and travels, her life describes an inspirational and upward trajectory.

An architectural project – a successful one, at least – should work simultaneously with the two extremes of the intellectual pyramid. It should be stimulating and sophisticated for the professionals, and understandable for the laymen (considering that architecture is, by definition, a profession that crosses both). It is both conceptual and popular, like art. How do you moderate these two extremes in your work for epretext, where you open the borders of Romanian design?

The power of an object lies in its ability to protect old traditions, to mold itself according to needs, to cancel, to contradict, or even to abolish, to create an emotion. When I choose a new object to be part of the curated selection for the epretext platform, I think about what it conveys, what it defends. The controversy of the design object, that precious or not object, incomprehensible or easily understandable, stands before me, witnessing the fact that humanity fights, creates, and does not stop. In front of it, I stand and ask myself from the extreme of a professional architect and a woman from a family of engineers, with an artist grandmother and great-grandmother, how can it serve the world with such changing needs? The essence of a design object is the understanding not that it could not have been built differently, but the way it was built. It speaks about the technique, the choice of material, and the mastery of both. On the other hand, the connection with the various floating spheres around architecture and design, whether it be photography or art, has led to many campaigns or editorials in which we presented the latest collections of objects. I then understood the power of design to be at the forefront, to be able to adapt. Design objects appeared in editorials signed by Cristian Tudose or Raluca Margescu, photographers who previously only photographed fashion editorials. It was a spectacle to see how the borders opened, and how the design object became everyone’s and spoke and transmitted to everyone.

Find more of the interview in the printed version of ARHITECTURA LA FEMININ album by IGLOO MAGAZINE here