Peter FEHRENTZ c/o 70SEVEN photographs the new LOJA lamp family from Midgard – directable light in a poetic composition
Peter FEHRENTZ c/o 70SEVEN staged the new LOJA lamp family from Midgard in photographs.
A brainchild of German designer Sebastian Herkner, the design principle of directable light is reinterpreted here in a poetic composition: a curved paper shade rests upon a translucent glass cylinder with a soft light profile. LOJA is a lamp series designed as a structural statement with sustainable function: Light, strict and direct in design, the lamps celebrate geometric simplicity. The adjustable lamp shade, with its defined and characteristic movement, enables an interplay of direct and indirect light for subtle changes of mood, giving the lamp design an emotional quality.
True to the Midgard DNA, each product consists of only three separable materials that are 100% recyclable: paper, glass, and steel. “During product development, it was important to us that our sustainability principles were implemented without compromise,” says David Einsiedler from Midgard. All LOJA components are slotted together, not glued. Therefore, each individual part can be repaired by the user, and the LED and transformer can also be replaced without requiring tools. As is customary for Midgard, all main components of the lamps are sourced in Germany.
70Seven, founded in Hamburg in 2006, is a collective specialized in production, artist management and studio rental. “With expertise in creating multidisciplinary photo and film content for innovative global brands, 70seven boasts a charismatic team and an extensive network of local partners to deliver tailored production services on a global scale. We firmly believe that fostering a positive and collaborative atmosphere is key to the success of any project.”
GoSee : 70seven.de
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