The idea behind Softheads is to reinterpret daily objects, of today and yesterday, in order to create amazing textile sculptures. Softheads pieces are designed to decorate any space giving it an original and elegant touch.
Throughout the collections, a careful selection of fabrics have been chosen from the best tapestry producers in Europe. All of the pieces are produced in collaboration with a foundation that helps people at risk of social exclusion.
Sergio Roger (Barcelona, 1982) is an artist, as well as the founder and creative director of Softheads. During his residency in Berlin, he created a gap in the art scene of the German capital. Graduating in Fine Arts from Universität de Kunste Berlin (UdK), Sergio left with a body of work expressed in the form of sculpture and video art. It proposes a transgressive dialogue about human identity, gender, body and beauty. His works are exhibited internationally.
Through his craft Sergio investigated the limits between textile sculpture and video performance that years later will end up being decisive in the artistic direction that will be undertaken with Softheads.
For his audiovisual work "Goodbye Horses" he was awarded the first prize of the Generations contest organized by the Caja Madrid Foundation and endowed with an important scholarship. Part of his work forms the Northern collection of the Government of Cantabria and important private collections.
In 2011 he decided to make a radical change to his career. Obsessed with bringing art to a wider audience, Sergio founded Softheads to merge sculpture, design and crafts. He moved to the old Mercader Palace in Barcelona where, from his studio, he began to produce the first prototypes that caught the attention of the press and the public.
Today Softheads clients’ include Barney's in New York, Selfridges in London, Palacio de Hierro in Mexico City, Hotel Yurbban Barcelona and Hotel Clarion in Oslo. The brand has also made special collaborations with Lázaro Rosa Violan.
Softheads is currently sold in more than 40 countries including France, Italy, Germany, South Korea, the United States and Japan.