Creating Sculptural Objects with Gloria Landenberger of 2222STUDIO
From fashion design to creative direction and ceramics
Welcome to the latest edition of the Designed to Last newsletter.
This week I sat down with my friend Gloria, founder and designer of 2222STUDIO - a ceramics and object company based in Amsterdam. Gloria and I first met almost 2 years ago in Mexico City at a tour of Luis Baragán’s Casa Gilardi. After a lunch together where I had one of the spiciest peppers of my entire life, I joined Gloria and her partner Hugo on a tour of Luis Baragán’s personal home and studio, an experience I’ll never forget.
First off, how do you pronounce the name? Is it two-two-two-two studio?
It's pronounced Twenty-Two Twenty-Two Studio. The studio is named after a small tradition between my best friend from school and me that goes way back. We started it when we were about 13. When you look at 22:22 [on the clock], you're allowed to make a wish for an entire minute, which we developed some kind of "religion" around it.
When did you start using 2222 as a name for your brand?
It's been around 12 years or so that I first used it on Blogspot.
I actually had two Blogspot accounts - one for an inspirational blog and another one for tribal jewelry and costumes. At some point, when Instagram started near the beginning, I created an account called 22_22 as a follow-up for my blog which later turned into the account for my brand.
How did you first get into making ceramics?
I worked as a fashion designer for about 10 years until I wanted to break out of this endless fashion cycle and was longing to create with my hands again. So I took a break from fashion and started working with ceramics, initially just to explore. But I eventually noticed that this craft was something I wanted to pursue.
At that time, I came across a church that was for rent and had the idea to turn it into a huge gallery space sharing my passion for crafts and hosting different craftsmen from all over the world to give lectures in their specific fields. I actually still believe in this idea, but I also realized back then that I would probably end up spending the majority of my time taking care of the production and organization of the space instead of working creatively myself.
So, I put that aside and went back to the origin of what I wanted to do, which was creating objects and a brand based on my own terms and aesthetics. My aim for this new venture was to design and craft interior objects that bridged the gap between art and functional pieces.
When did you start creating objects?
I always created objects even as a kid, whether it was a collection of the smallest folded paper shapes or Picasso-inspired ceramic sculptures. Around 7 years ago, and quickly followed by the foundation of my first brand Studio SOMÉE, I asked a friend of mine to join me, and we started this first venture into running our own business together. We were designing textiles and art prints, curated some other interior items, and my ceramics. We eventually closed our common brand and I continued by myself under the name of 2222Studio since 2020.
How did you first get into fashion. Do you have any formal training?
I studied fashion in Berlin and in Paris. After my master I worked for a couple of brands. I lived in Stockholm and worked on the designer collaborations for H&M.
Oh nice, was it during the Margiela era? I still remember those.
Yeah, the Margiela was one of the collabs I worked on, it was actually really fun - especially my department as it was more like the PR department of H&M that was creating special collections. I also did things like design the red carpet dress for Penelope Cruz for the Met Gala.
Were ceramics already a passion of yours while you were working in fashion?
During school in Germany, I took art class as my final course and created huge Picasso-inspired ceramic sculptures as my final project. So back then, it was already something I really loved working on, but during my time in fashion, I had completely forgotten about it.
When I decided to explore ceramics again, I first started at a neighbourhood atelier here in Amsterdam. It was very simple but also interesting because of the variety of people working there. There was this one elderly guy who was only working on urns; they were amazing, decorated with crazy surfers and waves on top of lids. That guy was such an inspiration.
Your new studio is now in Amsterdam as well right?
Yes, my new studio is right in the center of Amsterdam close to the red light district but in a cute neighborhood. I love cycling there, and I'm so happy I even have a small shop window and showroom belonging to my space.
And you were living in Paris before Amsterdam?
I did study there a long time ago, but also in the beginning of our relationship, my boyfriend Hugo was still living in Paris, so we always went back and forth between Paris and Amsterdam. Parallel to that, I worked as a freelance creative director for a Berlin-based fashion and interior brand, so I constantly commuted between these three cities.
It was a lot of traveling, but also fun to be able to equally enjoy my favorite three European cities. It's much easier now though that my boyfriend lives with me in Amsterdam.
Are you still doing any creative direction work or consulting for other companies?
Yes I am still working as a freelance creative director for some brands.
I really enjoy the combination of working for other brands especially in fashion next to running my own business. But I am trying to dedicate more time to my own brand as this is what I would like to focus on for the coming years.
Are your customers mostly ordering through your studio or at stockists?
They mainly order through my own webshop, but I am currently exploring more stockist options.
However, I am trying to be very selective with whom I collaborate, and I also want to stay true to the core of 2222Studio as an exclusive brand for small-scale handmade goods. In the past years, I already worked together with SSENSE, who had contacted me. It was such a fun challenge to work with them and figure out how to produce my own pieces in their quantities.
For a lot of small brands, their first big order crushes them because of the rush to produce. Did that happen to you?
Yeah it wasn’t easy, when they placed the first orders, I didn't even have my own atelier. I was sub-renting from one girl, and the production time was so tough because she was also working there. I only had certain days that I could actually work. I also needed to rent an external storage space, which didn't have electricity or heating, so it was very adventurous.
We were in there with down coats, and the automatic light would switch on and off while we were packing the pallets mid winter. It really was a challenge, but I also learned a lot from it. Thank God my current setup is much better equipped for those kinds of orders, so I feel ready to take on the next steps.
You've done physical events as well right?
Yes, a couple. I'd love to use the new space almost like a gallery or to organize dinner events there as well. The location is so good; it's really right in the center of Amsterdam. So it feels like the perfect space to share for those kinds of events.
I've actually never been to Amsterdam even though I’ve been nearby so often. It's near the top of my list to visit.
You should! It's funny because I grew up in Germany which is so close, but I somehow never went to the Netherlands before I moved. When I moved here it was the first time that I actually saw Amsterdam.
Did you move for work? Was that while you were still working in fashion?
Yeah for a fashion job but when I first moved here I spent actually like 80% of my time in China.
Which part of China did you go to?
Basically everywhere. All the way up in the North, it's called Weihai and Yantai. I've also been to Shanghai, Ningbo, Guangzhou, Hangzhou, and Hong Kong. From there we also went to Korea. It’s really interesting because each region specializes in a certain kind of product.
I actually went to visit my friend who lives there. We went to Chongqing and Beijing a few years ago. It was incredible.
Amazing! I now miss it too. I must say, because I was there so much back then I was kind of over it.
Now that it’s been such a long time I really miss it because it was so different and inspiring.
Gloria’s website is 2222STUDIO. Her Instagram accounts are @glowinglory and @22_22studio