Peter FEHRENTZ c/o 70SEVEN took over photography and direction for the new LOJA lamp collection by Midgard
CREDITS / DETAILS / VIDEO EMBED LINK
The new work by Peter FEHRENTZ c/o 70SEVEN captures the poetic aura of Midgard's LOJA lighting family. Designed by Sebastian Herkner, the LOJA series combines sculptural elegance with interactive design – and, thanks to its paper shade and hand-blown glass cylinders, emits a soft, finely adjustable light.
"Peter Fehrentz emphasizes the minimalist yet organic form and emphasizes its role as a sustainable statement for private and representative spaces." 70SEVEN.
Midgard Licht GmbH evolved from the company Industriewerk Auma Ronneberger & Fischer, founded in 1912 and acquired and reorganized by Curt Fischer (1890–1956) in 1919. Curt Fischer is considered the inventor of steerable light: his lamps were used to furnish the studios and apartments of the Bauhaus Dessau, among others.
GoSee : midgard.com
CREDITS
Director PETER FEHRENTZ c/o 70seven GmbH & Co KG
Photographer PETER FEHRENTZ c/o 70seven GmbH & Co KG
About 70SEVEN GMBH & CO KG
Creative Production Agency - Production Services | Creative Hub | Locations | Studio. Established in 2006, 70seven is a Hamburg founded collective of production, artist management and studio rental. With expertise in creating multidisciplinary photo and film content for innovative global brands, we boast 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.
As the forefront of the next generation artists agency, we proudly represent a curated selection of the most dynamic visual artists. Our photographers, DOPs, hair and makeup artists, and stylists from diverse backgrounds excel both as individual talents and as seamlessly coordinated teams. With our own location kju.studio we have established the most cutting-edge studio in Hamburg. This light-filled loft redefines standards with top-of-the-line studio equipment and an exclusive selection of designer props, showcasing the pinnacle of innovation.
GoSee : 70seven.de
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