Magazine

Аэрофлот Бортовой Журнал / Aeroflot Inflight Magazine

Aeroflot Inflight Magazine is the official in-flight publication of Aeroflot – Russian Airlines, distributed to passengers across the airline’s domestic and international network. Published monthly, the magazine covers travel, culture, lifestyle and design, reaching a broad audience of business and leisure travellers throughout Russia and beyond.

The March 2013 issue marks a significant milestone: Aeroflot’s 90th anniversary, celebrated on the cover with archival imagery spanning the airline’s history from Soviet-era propaganda posters to contemporary cabin interiors.

My Other Half – A Design Feature on Romantic Gifts

Pages 102–106 of the issue contain a multi-page design feature titled “Половинка моя!” (“My Other Half!”), written by Katerina Afonchenkova. The article explores how contemporary designers are reimagining romantic gifts — objects that hint at deep feeling while remaining genuinely useful and considered. The feature presents eleven numbered products, each selected for its clever concept and design quality.

The editorial premise is built around the idea of pairing: gifts designed for two people, where each half belongs to the other. Products range from a dual-reservoir teapot by Polish designer Ewa Sendecka, to a heart-shaped anatomical wine decanter, to a set of lovers’ gloves connected by a shared mitten, to a kinetic wooden heart sculpture by British artist Martin Smith.

Bloomming in the Feature

Among the eleven products presented, Bloomming’s interlocking ring collection is featured as item 8. The rings are described as gold or silver jewelry sets from the Dutch team Bloomming. The editorial highlights the defining characteristic of the One collection: each piece can only connect with its own counterpart. The interlocking mechanism means that no two rings from different pairs can be joined — making the set a literal, physical expression of exclusivity and belonging.

The rings are presented alongside a bold red heart sculpture, visually reinforcing the romantic theme of the spread. Their clean, minimal form contrasts with the more elaborate objects in the feature, allowing the concept — rather than decoration — to carry the emotional weight.

The One Collection: Jewelry as Commitment

The One collection by Bloomming translates the idea of a unique bond into a wearable object. The interlocking rings are engineered so that each pair fits together precisely, and only together. This mechanical exclusivity makes the collection not just a piece of jewelry, but a statement: two rings that belong to each other and to no one else.

By including the collection in a feature about romantic design gifts, the Aeroflot editors positioned the One rings alongside some of the most inventive couples-oriented products on the international design market in early 2013.

Reach and Context

As an inflight magazine distributed across Aeroflot’s network, this publication reached a substantial international readership at a moment when Aeroflot was one of Europe’s largest airlines by passenger volume. The March 2013 issue, timed around Valentine’s Day gift-giving, placed Bloomming’s work in front of a diverse, design-aware audience across Russia, Europe and beyond.

The feature appeared in the “Дело вкуса / Дизайн” (Matter of Taste / Design) section, a recurring editorial slot dedicated to highlighting notable product design from international studios and designers.

Publication details

Publication: Аэрофлот Бортовой Журнал / Aeroflot Inflight Magazine
Section: Дело вкуса / Дизайн (Matter of Taste / Design)
Article title: Половинка моя! (My Other Half!)
Author: Katerina Afonchenkova
Issue: March 2013
Pages: 102–106
Product featured: One – Interlocking Ring Collection
Company: Bloomming
Designers: Bas van Leeuwen & Mireille Meijs
Category: Inflight lifestyle and design magazine

Why this feature mattered

Placement in an airline inflight magazine represents a distinct form of editorial reach. Unlike design press read primarily by industry professionals, inflight publications are consumed by a general audience with broad purchasing power and an appetite for lifestyle and gift ideas. The March 2013 timing — shortly after Valentine’s Day gift guides would have been relevant — meant the One collection was presented to readers in a mindset receptive to meaningful, design-led gifts. The feature reinforced Bloomming’s growing international profile and placed the One collection in a context that emphasized its emotional concept as much as its aesthetic qualities.

Playing with Light

Published in EH&I, February 2008

In February 2008, Dutch design magazine EH&I featured designer Mireille Meijs and her graduation project Light Facet, a room divider that explored new ways of shaping sunlight within interior spaces.

At the time, the project was still in its early stages, years before Facet would become an internationally recognized room divider and the foundation of Bloomming’s success.

The Origin of Light Facet

According to Mireille Meijs, sunlight can transform a room, but traditional solutions such as curtains and blinds often create a static result.

When closed, these systems block light and can make a space feel darker. Light Facet was conceived as an alternative approach: a room divider that allows users to actively shape the flow of light through a space.

The design consists of individually rotatable geometric modules. By adjusting the position of the modules, users can create changing patterns of light and shadow while simultaneously controlling privacy and openness.

As Mireille explained:

“To create changing patterns of light and shadow, the surfaces of Light Facet can be rotated independently. This allows any desired area to be opened or closed.”

The resulting pattern resembles an abstract field of flowers and creates a playful interaction between sunlight and interior space.

Design Academy Eindhoven

Light Facet was developed while studying at Design Academy Eindhoven.

When asked why she chose Eindhoven, Mireille emphasized the importance of strong ideas and thorough research:

“A good idea is the foundation of a good product. By exploring all possible angles of a problem, you discover new solutions.”

This design philosophy would later become a defining characteristic of Bloomming’s products: combining visual elegance with a clear functional purpose.

Building a Design Practice

At the time of the interview, Mireille had already started her own design studio and was actively developing the Light Facet concept further.

She expressed a clear ambition for the future:

“I think it would be fantastic to one day see Light Facet hanging in people’s homes all over the world.”

Looking back, this statement proved remarkably prophetic. What began as a graduation project eventually evolved into Facet, a room divider now used in homes, offices, restaurants, hotels and public spaces around the world.

Inspiration and Learning

Mireille credited the designers at Feiz Design Studio, who supervised her graduation project, as important sources of inspiration.

She admired their ability to take simple everyday themes and develop them into refined and intelligent design solutions.

When asked what frustrated her most, her answer was concise:

“Arrogant designers.”

Future Plans

At the time of publication, Mireille’s goal was to further develop her ideas, bring products to market and inspire people through design.

She also shared a broader ambition:

“I would like to work in a developing country for a period of time in order to help people there.”

A Design That Endured

What makes this article particularly significant is that it documents one of the earliest public appearances of Light Facet, the project that would later become Facet.

The core concept described in the article remains unchanged today: a room divider composed of individually rotatable modules that allow users to shape light, privacy and transparency according to their needs.

More than fifteen years later, Facet continues to embody the same idea that inspired its creation: transforming light into an interactive part of interior design.

Publication Details

Publication: EH&I
Issue: February 2008
Featured designer: Mireille Meijs
Project: Light Facet
Institution: Design Academy Eindhoven
Topics: Room dividers, light and shadow, interior design, Dutch design, product design

Is That the Time? No, Really, Is It?

Published in SmartLife Magazine

Among the products featured in SmartLife’s Objects of Desire section was Clock Delay, a sculptural clock designed by Bas van Leeuwen for Dutch design studio STUDIOBloomm.

The magazine highlighted the unusual appearance of the design, describing it as a striking aluminium and steel object that looks more like a kinetic sculpture than a traditional clock.

A Different Way of Reading Time

Clock Delay was created to challenge conventional expectations of how a clock should function and appear.

Instead of using traditional hands and a dial, the design displays time through three rotating cogwheels representing hours, minutes and seconds. Numbers run along the outer edge of each wheel, and the current time is determined by observing the point where the three indicators align.

The result is a clock that transforms the act of telling time into an engaging visual experience.

Technology as Sculpture

While the publication humorously acknowledged that Clock Delay is not the most practical way to read the time, it praised the design for its hypnotic quality and elegant mechanical appearance.

The exposed mechanism invites viewers to observe the movement of time itself rather than simply reading a number from a display. In doing so, the clock becomes both a functional object and a conversation piece.

According to the magazine, the design possesses a compelling presence that encourages people to stop, look and interact with it.

International Recognition

Clock Delay was featured as one of the magazine’s selected design objects and was presented alongside high-end audio equipment and luxury lifestyle products.

The publication described the clock as a memorable and distinctive design that stands apart from conventional timepieces through its exposed mechanics and sculptural character.

About Clock Delay

Product: Clock Delay
Designer: Bas van Leeuwen
Studio: STUDIOBloomm (later Bloomming)
Materials: Aluminium and steel
Function: Clock displaying time through three rotating cogwheels representing hours, minutes and seconds
Price at publication: Approximately £1,015 plus shipping
Website: www.bloomming.com

Publication Details

Publication: SmartLife Magazine
Section: Objects of Desire
Featured designer: Bas van Leeuwen
Company: STUDIOBloomm
Featured product: Clock Delay
Topics: Product design, kinetic design, clocks, exposed mechanics, Dutch design

Design from the Cradle

Published in Zuiderlucht, October 2008

In October 2008, sustainability was a major theme at both Dutch Design Week in Eindhoven and Interieur Kortrijk in Belgium. Designers, architects and thought leaders explored how products could be created with greater consideration for resources, reuse and longevity.

One of the concepts receiving considerable attention at the time was Cradle to Cradle, developed by Michael Braungart and William McDonough. Rather than creating products that eventually become waste, the philosophy promotes designs in which materials can be continuously reused.

Delay by Bloomming

At Dutch Design Week, designer Bas van Leeuwen presented Delay, a project developed through Bloomming.

The project originated from a simple observation:

“Nobody knows anymore how products are put together; if they break, we simply throw them away.”

With Delay, Van Leeuwen sought to restore appreciation for technology and craftsmanship. Instead of concealing the mechanics of a clock behind a traditional dial, the design exposes its inner workings and turns the mechanism itself into the focal point.

By revealing how time is measured, Delay encourages users to engage with the object, understand its operation and develop a stronger connection with the product. The project reflects Bloomming’s belief that thoughtful design can create lasting value and help reduce our throwaway mentality.

Eindhoven’s Creative Ecosystem

The article also highlighted Eindhoven’s growing reputation as a centre for design and innovation. Through initiatives at Strijp-S and Dutch Design Week, young designers and entrepreneurs were supported in developing products, launching businesses and bringing new ideas to market.

Bloomming was mentioned as one of the emerging creative companies contributing to this movement.

According to Bas van Leeuwen:

“The Netherlands remains exceptionally strong in design. Every year new talent emerges.”

About Delay

Delay transforms the traditional clock into a sculptural object that celebrates technology rather than hiding it. By exposing the mechanism behind the passage of time, the design invites reflection on how products are made and how we interact with them.

The project became an early example of Bloomming’s interest in sustainability, product longevity and creating meaningful connections between people and the objects that surround them.

Publication Details

Publication: Zuiderlucht
Issue: October 2008
Featured designer: Bas van Leeuwen
Company: Bloomming
Featured project: Delay
Topics: Dutch Design Week, sustainability, Cradle to Cradle, product design, Eindhoven

Andmag – Clock Delay by Bloomming

Turkish Lifestyle Magazine Highlights an Unconventional Dutch Clock

Published in Andmag, October 2008

Turkish lifestyle magazine Andmag featured Clock Delay, the experimental clock designed by Bas van Leeuwen for Dutch design studio STUDIObloomm (later Bloomming), in its design and trend section.

The publication presented Clock Delay as an innovative response to a modern culture of consumption, drawing attention to the clock’s exposed mechanics and unconventional way of displaying time.

Clock Delay

Clock Delay challenges the familiar image of a clock.

Rather than relying on traditional hands and a printed dial, the design uses three separate rotating wheels that represent:

• Hours
• Minutes
• Seconds

The current time is revealed at the point where the three wheels intersect. This unusual approach transforms the act of reading time into a more conscious and engaging experience.

Constructed from stainless steel and aluminium, the clock exposes the mechanical process normally hidden inside conventional timepieces.

Design Inspired by a Throwaway Society

According to the article, the concept behind Clock Delay emerged from the observation that many products are purchased, used and discarded without any appreciation for how they work.

The designers sought to counter this tendency by creating an object that celebrates technology and mechanical ingenuity rather than concealing it.

By making the movement visible, Clock Delay encourages people to reconnect with the fascination of mechanisms and craftsmanship.

No Clock Hands Required

One of the most distinctive features of Clock Delay is the complete absence of traditional clock hands.

Instead, the interaction between the rotating gears becomes the display itself. The time is determined by observing where the hour, minute and second wheels meet.

This unconventional method gives the clock a sculptural presence while maintaining its practical function.

Design as Conversation

More than a tool for measuring time, Clock Delay was conceived as a conversation piece.

Its exposed structure, moving components and industrial appearance invite curiosity and encourage viewers to spend time understanding how the object works. The design rewards observation, making the passage of time visible in a way that conventional clocks rarely do.

Product Information

Product: Clock Delay
Designer: Bas van Leeuwen
Studio: STUDIObloomm / Bloomming
Materials: Stainless steel and aluminium
Dimensions: Approximately 35 × 35 × 48 cm
Category: Clock / Kinetic Sculpture

International Recognition

The appearance in Andmag contributed to the growing international attention Clock Delay received during 2008 and 2009. The project was featured in publications across Europe, North America and Asia and became one of Bloomming’s most widely published early designs.

The clock’s combination of mechanical honesty, conceptual thinking and sculptural aesthetics resonated with editors looking for products that challenged conventional expectations.

Publication Details

Publication: Andmag
Country: Turkey
Issue: October 2008
Section: Trend
Featured Product: Clock Delay
Designer: Bas van Leeuwen
Studio: STUDIObloomm / Bloomming

Original publication summary

“Clock Delay is an unusual clock that displays hours, minutes and seconds on three separate rotating wheels. Designed in stainless steel and aluminium, it was created as a response to a culture in which products are bought, used and discarded without appreciation for the technology behind them.”

101 Woonideeën – Reflections by Karin van der Zanden

Dutch Interior Magazine Highlights Reflections as Contemporary Design News

Published in 101 Woonideeën, August 2010

Dutch interior magazine 101 Woonideeën featured Reflections, the sculptural vase collection designed by Karin van der Zanden, in its design news section highlighting noteworthy contemporary products for the home.

Presented among a selection of furniture, lighting and accessories, Reflections was recognised for its striking geometric appearance and highly reflective surface. The publication emphasized the way the faceted forms interact with light, giving the vases a constantly changing visual character.

Reflections

Reflections is a collection of stainless steel vases that transforms surrounding light and space into part of the design itself.

Constructed from precisely folded metal surfaces, each vase consists of multiple geometric facets that capture and mirror their environment. The result is an object that appears different from every angle, creating an ever-changing play of reflections and highlights.

The collection balances sculptural presence with everyday functionality.

A Study in Light and Reflection

The name Reflections refers directly to the central idea behind the design.

Rather than decorating the surface, the polished stainless steel actively reflects its surroundings. Natural daylight, interior lighting, colours and movement all become part of the visual experience. This interaction ensures that no two moments—and no two interiors—look exactly the same.

The faceted geometry further enhances this effect by breaking reflections into multiple planes.

From Design Academy to International Recognition

As noted in the magazine, Karin van der Zanden developed the collection during her studies at the Design Academy Eindhoven.

The project attracted attention for its combination of architectural geometry and material experimentation. By using reflective stainless steel instead of more traditional vase materials, the design explores the relationship between object, light and environment in a distinctly contemporary way.

Sculptural Simplicity

Although functional as flower vases, Reflections also works as a standalone decorative object.

Its clean geometric form and mirror-like finish allow it to fit naturally within modern interiors while maintaining a strong visual identity. Whether displayed individually or as a group, the collection creates a subtle dialogue with the surrounding space.

Product Information

Product: Reflections
Designer: Karin van der Zanden
Brand: STUDIObloomm / Bloomming
Category: Vase Collection
Material: Chrome-plated stainless steel
Characteristics: Geometric, reflective, sculptural

Publication Details

Publication: 101 Woonideeën
Country: The Netherlands
Issue: August 2010
Section: Nieuws (Design News)
Featured Product: Reflections
Designer: Karin van der Zanden
Brand: STUDIObloomm / Bloomming

Original publication summary

“101 Woonideeën featured Reflections by Karin van der Zanden, a collection of faceted stainless steel vases whose mirrored surfaces interact with light and surroundings. The geometric forms create changing reflections, making each vase appear different from every viewing angle.”

Het Beste van 2011 – Noviteitenmagazine voor architecten en andere creatieve professionals

Het Beste van 2011 (The Best of 2011) is a Dutch-language novelties magazine compiled for architects and other creative professionals, published in January 2012. The publication was assembled by advertisers active in the architecture and design sector, and distributed to a professional audience of architects, interior designers and creative practitioners in the Netherlands. The magazine presents a selection of notable products, materials and design solutions introduced or highlighted during 2011, serving as a reference tool for professionals seeking innovative solutions for architectural and interior design projects.

Drie Dimensies, Grenzeloze Mogelijkheden – Three Dimensions, Endless Possibilities

Pages 4 and 5 of the magazine feature a two-page spread for 3form, headlined “Drie Dimensies, Grenzeloze Mogelijkheden” (Three Dimensions, Endless Possibilities). The feature presents three of 3form’s modular three-dimensional product lines — Shapes, Ditto and Facet — as a cohesive family of architectural solutions that allow designers to play with structure, form, colour, shadow and light using durable and translucent materials.

The opening spread is anchored by a striking full-page photograph of the Ditto system installed as a large-scale screen against a cobalt blue wall, with an Eames DAR chair placed in front, emphasising the product’s architectural scale and visual presence.

Facet by Bloomming

Within the feature, Facet is described as a fully modular system for dividing spaces or decorating window partitions, with unlimited design possibilities. The article specifically credits the product to the young, talented duo Bas van Leeuwen and Mireille Meijs, from the creative design label Bloomming. This is one of the few instances in the 3form promotional context where Bloomming is named explicitly as the originating design studio, giving the designers direct credit alongside the manufacturer.

The article explains that Facet’s three-dimensional elements can each rotate individually through 360 degrees, allowing users to compose a unique, interactive pattern on an equally unique system. The product is described as ideal for application in restaurants, bars, retail environments, wellness centres and office interiors. The second page of the spread features a close-up photograph of Facet installed in a restaurant setting, shown alongside a long dining table with pendant lamps, illustrating how the screen functions as both a spatial divider and a decorative surface in a high-end hospitality interior.

3form as Manufacturer and Partner

The feature presents 3form as a leading designer and manufacturer of award-winning, environmentally responsible materials and solutions for architecture and design. The innovative Varia Ecoresin system — the material platform underlying Facet and the other products in the feature — encapsulates fabrics, organic materials and textures within translucent resin panels, and is applicable for walls, doors, hanging installations, lighting elements and other innovative architectural applications. The Ditto product, also shown in the spread, is noted as being composed of 40% recycled material, reflecting 3form’s broader commitment to sustainability.

Publication Context

Het Beste van 2011 was distributed at the start of 2012 as a professional reference for the Dutch architecture and interior design market. Its audience — architects and creative professionals — represents the primary specification audience for products like Facet. Inclusion in a publication of this kind, positioned explicitly as a best-of survey for the year just concluded, placed Facet among the products considered most noteworthy by manufacturers and suppliers active in the Dutch design sector during 2011.

The cover of the magazine itself features a dramatically lit purple installation of another three-dimensional modular wall product, reinforcing the broader editorial theme of texture, light and spatial transformation that runs through the issue.

Publication Details

Publication: Het Beste van 2011 – Noviteitenmagazine voor architecten en andere creatieve professionals
Publisher: compiled by advertisers; distributed to architecture and design professionals
Issue: January 2012
Pages: 4–5
Feature title: Drie Dimensies, Grenzeloze Mogelijkheden
Product featured: Facet Room Divider
Designers: Bas van Leeuwen & Mireille Meijs
Company: Bloomming
Manufacturer: 3form
Category: Dutch professional architecture and design novelties magazine

Why this feature mattered

Het Beste van 2011 reached architects and interior designers at the moment they were assessing new products and planning upcoming projects — making it an effective specification-oriented platform. The explicit naming of Bloomming as the creative design label behind Facet, within what was otherwise a 3form manufacturer feature, was a meaningful acknowledgement of the designers’ role. The feature reinforced Facet’s positioning as a premium architectural product suitable for demanding commercial interiors, and placed it firmly within the professional Dutch design specification market at the start of 2012.