A digital transformation for art furniture studio, FACTURE.
FACTURE is an art furniture studio located in Brooklyn, NY. Founded by designer Quincy Ellis, the studio creates dynamic pieces from molded resin by manipulating the elements of light, color and transparency. The studio is driven to create pieces that challenge perception by perplexing the eye, rendering it virtually impossible to intuit what it is perceiving. Through the use of color, space, depth and light, it produces objects that perpetually reveal and obscure their own essences. The studio’s goal is to explore new dimensions of visual phenomena in physical forms that may, quite literally, have never been seen before.
Photography: Matthew Gordon - https://matthewgordon.net/
Services:
Creative Direction
Content Strategy
The Project:
Founded in 2017, FACTURE began showing its ground-breaking works primarily through in-person galleries & trade shows. Upon first revealing their collections to the world, gallerists & interior designers were in awe - the brand’s founder, Quincy Ellis was onto something. We were brought on to harness this raw creative energy and use it create a compelling brand narrative that could capture the daring, innovative spirit of the studio.
From Glancing Shimmers to Geometrical Shapes:
Quincy Ellis grew up in Philadelphia, where as a child he was fascinated by the Wissahickon Creek. After spending nearly a decade solving the most complex design challenges for other studios & world-renowned artists, he sought out how to recreate that phenomena for his own work, to turn a glancing shimmer on water into a geometrical shape composed of color, to transform a fleeting natural phenomenon into an eternal object. By pushing the limits of technique through exploring and expanding the floating dimension of color inside the resin, he creates objects that can best be described as transcendent.
The Solution:
After working closely with the lead designer and getting input from all stakeholders, we began drafting up a moodboard that we felt would not only capture the spirit of the artist but also provide an open roadmap for whichever direction the studio wanted to go in creatively into in the future. We developed written content by playing off of the studio’s commonly-used motifs of light, color & transparency.
Capturing content for a studio that specializes in making huge, dynamic works made of resin however, is no easy feat as the process proved to be quite a significant logistical challenge. Despite this, we were able to successfully capture the founder’s inspiration & story - seeing sunlight pass through water as a child - and letting it play out through captivating imagery & video.