‘IT’S ALL IN THE RUB’ presents four designs by Samyra Moumouh and Hans Demeulenae-
re.
The four designs draw inspiration from Memphis, the influential postmodern design movement founded in Milan in 1981. Four iconic works by four different designers — Ettore Sottsass, Nathalie Du Pasquier, Shiro Kuramata, and Michele De Lucchi — serve as
a conceptual starting point. Moumouh and Demeulenaere revisit the distinctive forms, structures, and visual languages of these works, translating them into new objects through the possibilities and particular qualities of sheet material.
Alongside the exhibition, ‘IT’S ALL IN TRHE RUB’ is also presented as a publication, inviting visitors to look beyond the finished objects and discover how they come together.
The publication brings together detailed drawings, dimensions, photographic references, and step-by-step axonometric instructions that guide the reader through the making and assembly of each object. Instead of relying solely on conventional technical drawings, the designs are presented in a clear and accessible way, making their construction easier to
understand, follow, and reproduce.
A complete overview of the necessary components and materials accompanies each design. All four objects can be made using 19 mm MDF panels, making the material itself an essential part of the design process. This relationship between material, object, and making continues into the publication. Part of the book is constructed from the same type of material used for the designs, creating a tangible connection between the objects, the process of making them, and the book that brings
the process together.
The book presentation will take place on Saturday, 31 October 2026 at 14:00.
IT’S ALL IN THE RUB Hans Demeulenaere & Samyra Moumouh Design and concept by Hans Demeulenaere & Samyra Moumouh Photography, graphic design and lay-out by Marnicq Roebben SO-RI #023 RISO printed at SO-RI Published by SO-RI, 2026.
