This collaboration of Phase One and Fritz Hansen was unique. They are two brands that represent high-end products and the highest quality in their own industry joined for a project.
I think everything starts with an idea generation; with a very abstract idea and a ‘feeling’ of a shoot. When planning a shoot like this, considering the brand is crucial. I feel like I am carrying the responsibility not only to deliver great looking images but also to represent the brand aesthetics. After a brand profile research and a brainstorm, I made a creative brief with three different concepts and presented it to Fritz Hansen. We elaborated on the ideas and decided that concept with a textile was the most interesting and could represent furniture in the best way.
I knew that Fritz Hansen is an exclusive Danish furniture producer and a very distinctive high-profile brand with a strong focus on lifestyle. My task was to create an exclusive feel and emphasize highest quality design. That’s why I decided to have a very clean minimalistic studio as the location and focus only on their high-end products.”
Creative Freedom for Photographers
Editorial shoots are the most exciting ones for creatives because you have no rules (or very little) and you can get creative. On this shoot, I had lots of creative freedom, but I wanted to remain true to Fritz Hansen’s aesthetics and values when shooting their products. I tried to find this perfect ‘golden point’ where I could reflect brand’s aesthetics and have a sophisticated twist that would make this series more special. And I think using textile was a very beautiful touch to the whole series.
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