THE NEW FOREST
Launched: 2016, Milan, Italy

With new techniques (such as Google Earth or drones) we increasingly familiarize ourselves with the view of earth from above. From this perspective, one could see the planet as a sculpture, or a canopy as a canvas. For The NEW Forest, trees will be planted in a specific arrangement, selected by the colours of their leaves and their corresponding foliage. As the forest ages, a design will slowly arise. By 2216, the forest will be fully-grown and an aerial perspective will reveal a souvenir from the 21st century: a flashy logo saying “NEW!” Each season shows different colour combinations, generating a new NEW! logo for years to come.