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Connor Kelly

Brisbane, New South Wales, Australia

Designer (Journalism)

Member since February 03, 2014

  • Landor Associates Distributor Review: Dyman Foam and its Uses

    Communication, Communication Design

    From its common application for furniture and bedding, foam is also used in many sporting goods, transport vehicles as well as in insulation for various installations. It is because of this invisible nature of foam that makes it not as appreciated a material as others such as leather, fabric or plastic. Much like our intestines or our lungs which we do not see and often forget is always there working for us, we look at foam as a forgettable matter until we need to buy it and use it for some valuable domestic or business project.

    Dyman Foam must be aware of this fact; however, it seems the company has not overcome that tendency to look at foam as something better unseen and not distracting our clean view of life. Yet, owing to its versatility, it can be formed into so many ways or utilized for a millions purposes. It comes as a surprise that they have not exploited this versatility and highlighted it in their website. It appears as if they consider foam as nothing else but a lot of air not worth showing off as a valuable tool for modern living.

    The point is this: Foam, whether open-cell or closed-cell, possesses a unique texture which can be highlighted to advertise its latent beauty. Meaning to say, foam should not only be presented in its various custom-cut product forms but also in its artistic, textural aspect which gives it its softness, compressibility and durability as much as silk is valued for its smoothness, sheen and strength.

    A photographer would take great macroscopic pictures of sea foam and make us wonder at the way Nature shows beauty within its many levels of perspective, from the tiny size to the galactic magnitude. But industrial foam (polyol, TDI and air), farfetched as it may appear, is essentially frozen or hardened sea foam (salt water and air) on which we sit and lie, to lull us into a comfortable sleep or put us into work mode. Perhaps, Dyman then should post more photos of foam in its many forms and perspectives in order to make more people aware of what it really is, not just in the manufacturing point of view, but from the view of the end-user, from the inside to the outside.

    The seriousness of business can always be coupled and enhanced with the beauty and naturalness of art, as long as one knows how to balance the two to come up with an appealing presentation of the technical, functional and aesthetic worth of a product.

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