vitra - objects for living
Vitra - renowned for their iconic, mid-century designs that were ahead of their time and still stand out nearly a hundred years later. In this study I wanted to explore and develop an approach which complimented the whimsical nature of their design language.
From initial research it was clear that they sparsely use 2D & 3D motion design, leaning towards a more photo heavy path in their marketing, with a tendency to sway towards a more surreal, abstract style of film. The challenge I set - was how could I incorporate motion graphics that accentuated and didnt detract from the utilitarian, swiss stalwart that is vitra?
“Objects for living’ was born from the proposition that each piece of vitra furniture was not unique because of itself, but was more unique for how the owner chose to use it. I decided the Nelson bench was the perfect candidate - due to its versatile functional nature.
Using base CAD models obtained from the vitra website, I modified the bench, adding bevels, tacticle wood textures and surface imperfections to increase realism. Once happy with the outcome I set about modelling the books, ceramics & HAY pao lamp, other models were obtained externally. As part of this study I also developed a 2D ident for vitra’s word mark. This was developed with a motion first purpose, showcasing the loft and playful nature of the brands iconic silhouettes. It is designed to be used as a match-cut in conjuction with vitra’s key visual theme - circles. This could be repurposed or used as a standalone ident. Further uses could also include “loading/buffering bars” within UX/UI.
3D - Cinema4D & Redshift renderer
Composite & 2D animation - After Effects
Sound design & mix - Premiere Pro
