HBL Retail: Throwing Shapes with Kvadrat

Thursday, 4 November 2010

Danish textiles brand Kvadrat have released an innovative film tribute made for them by British photographer Matthew Donaldson, which has been shown exclusively on the fashion, art and culture blog Nowness. Entitled 'Throwing Shapes With Kvadrat', the film successfully breaks away from traditional textile advertising, where fabrics are shown on rolls or on furniture in situ. Instead the film shows a slow motion, aerial ballet of upholstered shapes dancing across the screen. The film is an extension of a still campaign that Donaldson created in collaboration with designers Graphic Thought Facility for the company earlier this year. This initial cut is to be followed by an alternate version, which will be screened in the Kvadrat showrooms. To read about the making of the film at Pinewood studios in the UK visit eye magazine.