West of Reason: Mind of Madness No.01 (Marfa Edition)

The Mind of Madness series was born from a desire to push design beyond the tangible. If interiors can tell stories, then why not stories that are strange, cinematic, or even a little surreal? Each edition becomes a visual fable—an imagined world that still echoes with design’s language of color, form, and atmosphere.

The first entry, West of Reason, takes its cues from Marfa, Texas—a place where desert landscapes meet high art, where a Prada storefront stands in the middle of nowhere, and where culture itself feels both improbable and inevitable.

Here, design elements become characters. A vintage car idles like a ghost of the highway. A glowing “No Vacancy” sign shifts the tone from welcome to warning. Boots, tents, and a taxidermy coyote wander into the frame, layered with the playfulness of pop surrealism. It’s not a room, but it is an interior—a collage of mood and memory, stitched together into a cinematic atmosphere.

With Mind of Madness, Art Form creates worlds that sit just beyond reality—conceptual spaces that invite you to step into them, even if only in imagination. They are part editorial, part manifesto, and fully an exploration of how far design can expand.

This is design not as blueprint, but as story.

The next chapter in Mind of Madness is already taking shape—watch as the story unfolds.

Explore our Creative Direction page for more surreal storytelling and concepts from the Mind of Madness series.

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