FOUNDED ON
CREATIVITY
Meet Noah Deledda, an artist who transformed an ordinary dented aluminum can into an amazing work of art. His unique form of creativity captured the world's imagination.
The invention of CRUSHMETRIC stems from Noah's artwork. It’s a story about embracing limitations to discover new possibilities.
“I am enough of an artist to draw freely upon my imagination. Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.”
― Albert Einstein
AN ART OF
POSSIBILITY
"To make my artwork I embrace things that would otherwise be considered flaws, the scratch and the dent.
First I scratch the can, which polishes the surface and exposes the brilliance of the underlying material.
Then I dent the can, and this rearranges the structure of the cylinder to create shape, pattern and comosition.
My method is very primitive. To maintain a simple description, each of my sculptures is formed strictly by hand, without using any tools or mechanisms.
The result is unique, even though, by definition, it is something that is extremely common. And this illustrates how the creative process can transform something ordinary into something that can capture the imagination."
Noah, a life-long artist, is inspired to make art that is about art itself.
Noah has received worldwide acclaim for his work. Accomplishing the seemingly impossible by doing something unique, in a field where it’s said that “Everything has been done before.” Ironically Deledda claims that, by definition, “It is simply a dented can.”
When Noah took a step back from his work and analyzed what he was doing, he noticed something interesting.
“The thing about denting a can is that You can’t make it do whatever you want, you have to find out what it will allow, and work within those constraints."
These limitations were actually useful because they helped to define the physical properties of his sculptures. This allowed him to create a sort of formula using these definitions.
This formula led him to engineer something unique: A shape changing mechanism that has a physical memory. This invention is what inspired the crossover from art to product design.
In 2018, Noah patented this new concept, and together with a co-founder, launched CRUSHMETRIC in 2021. This would be the brand that would introduce his discovery to the world.
These limitations were actually useful because they helped to define the physical properties of his sculptures. This allowed him to create a sort of formula using these definitions.
This formula led him to engineer something unique: A shape changing mechanism that has a physical memory. This invention is what inspired the crossover from art to product design.
In 2018, Noah patented this new concept, and together with a business partner, launched CRUSHMETRIC in 2021. This would be the brand that would introduce his discovery to the world.