Treehooked for Van Esch
Tree Hooked, a wall-mounted, powder-coated steel hanger, marries beauty with practicality. In- spired by a flowering tree, it’s both sculptural and a useful means of organizing clothing. Since it’s modular, it can expand to fit any space.
Tree Hooked is also the first product to come from the creative and matrimonial union of Dutch designers Alissia Melka-Teichroew and Jan Habraken (of FormNation). Alissia and Jan saw a professional collaboration as a way to celebrate their 2006 marriage and subsequent decision to move to Brooklyn, New York. From a metaphorical perspective, a tree- inspired product is the perfect solution. After all, marriage is the bringing together of two family trees. Trees also symbolize stability, growth, and renewal.
They picked up the idea for the shape while traveling across Europe. ‘We were inspired by a pattern of flowers we saw on a wall.’ Tree Hooked has a stylised branch shape. “We wanted a simple product that would be universally understood but also flexible enough for people to use in their own unique way.”
The big improvement: modularity of the design. Each Tree Hooked unit is 22” and can be dis- played vertically, horizontally, or diagonally. It comes in many different colours, encouraging users to experiment with different patterns. The compelling simplicity of the design and the endless possibilities for its use has garnered rave reviews and lots of attention for Tree Hooked.
Tree Hooked is manufactured and distributed by Van Esch BV (The Netherlands).