Virukeskus
Foodhall
The newly opened exhibition “BETWEEN THE FOAM” does not offer answers but instead encourages visitors to ask questions: What happens to the waste we generate? Do we only notice it when it directly affects us, or does it blend seamlessly into nature, causing irreversible damage?
Created by young students, the exhibition focuses on the journey of foam plastic and its related materials—from industrial waste production to the formation of an environmentally harmful “life form” that gains strength and shapes post-apocalyptic landscapes.
The pink foam slopes are primarily built on curved, bubblegum-pink honeycomb cardboard—one of the most sustainable choices in the exhibition printing world. This design solution was developed in collaboration with interior architecture students from EKA, who have been actively involved in exhibition projects in recent years.
Additionally, the interior architects have created an interactive opportunity for visitors to engage with the exhibition firsthand. A tactile wall allows visitors to feel the raw materials used in the creation of these forms. For those curious about the sound of the materials, a special sound installation has been designed, offering a unique ASMR experience.
Beyond the large-scale exhibits, visitors also get a behind-the-scenes glimpse of the students’ creative process—how industrial production waste is transformed into an artwork.
It is important to highlight that the synthetic PE (polyethylene foam), widely used by our partner company ET Team Baltic, is recyclable with modern technology. After its “artistic life,” the material can be shredded and repurposed into granules, which can be reused up to 70% in the production of new materials.
The costumes created for the exhibition will find new life in theaters, film, and music projects. Eventually, they too can be broken down and—through strong collaboration with our recycling partners—returned to circulation.
The experimental forms will be brought to life by first-year fashion, accessory, and textile students, mentored by renowned fashion designer Liisi Eesmaa, artist Flo Kasearu, and Riina Varol, who will also produce fashion photography based on the creations.
The project “Experimental Form”, initiated by the Estonian Academy of Arts’ Fashion Design Department, was launched in 2018. For the past six editions, Viru Keskus has been a key partner in showcasing the young talents’ work.
From the very beginning, the mission of Experimental Form has been to promote the fair, creative, and inspiring reuse of leftover materials in design and art, while giving waste materials a new purpose. This shared vision has fostered a strong collaboration between the Estonian Academy of Arts and Viru Keskus, as both institutions have increasingly committed themselves to sustainability, environmental awareness, and the support of eco-conscious creativity.
Notably, Viru Keskus is currently the only shopping center in the Baltics to have earned the prestigious LEED (Leadership in Energy and Environmental Design) Platinum certification, the highest recognition for environmental sustainability in building design and operations.
The first collaboration between the Experimental Form project and Viru Keskus began in 2020 with “HULL HALL” (Crazy Grey), where students worked with square textile panels originally intended as upholstery filling. That year, minimal color was paired with maximal form.
A year later, vibrant colors and otherworldly shapes started connecting different universes, leading to the creation of “MULTIVERSUM” (Multiverse). Astonishing and exotic creatures were brought to life using 30 cm cardboard tubes.
The most dazzling Experimental Form exhibition, “ELAV HÕBE” (Living Mercury), took place in 2022, breathing new life into metallic ice cream packaging and decommissioned maritime rescue equipment. Among the discarded items were also outdated thermal blankets from ships, adding a striking orange hue to the lead-grey world.
The soothing exhibition “PADJAPIIR” (Pillow Border) embraced visitors with large-scale forms made of pillows, blankets, and mattress covers. Meanwhile, last year’s “KARDINAALNE” (Cardinal), which emphasized radical change, saw students repurposing curtain remnants into bold new designs.
For many students, the Experimental Form project is just one chapter in their creative journey. Over the past six years, many who have showcased their large-scale forms at Viru Keskus have gone on to become renowned designers and artists, both in Estonia and internationally. Among them are the exceptionally talented Karl Joonas Alamaa, Ron-Jonas Verlin, Sandra Luks, Hannes Rüütel, Lisette Sivard, Alice Pärtlepoeg, Joanne-Heleene Sõrmus, and many others
“BETWEEN THE FOAM” will be open at the Viru Keskus atrium from February 4th to February 19th. Admission is free.
