The new passion for textile – MONICA MENEZ shoots the short film ‘Escapade’ for the OBJECT CARPET X Ippolito Fleitz carpet collection, photographs the campaign and stages a 360° experience in the spatial installation of the new collection
CREDITS / DETAILS / VIDEO EMBED LINK
A collection that thinks in new dimensions… because every carpet can be a stage. From a gigantic carpet dyeing machine to Milan – well, that turned out a bit differently due to Covid-19 and is now a film as a consequence in which carpets float and meander and wind their way through space, forming bridges, and finally flowing back onto the floor. The idea of an intriguing spatial installation to celebrate the launch of the joint carpet collection by OBJECT CARPET × Ippolito Fleitz Group was inspired by the OBJECT CARPET production site in Krefeld. The Ippolito Fleitz Group is a multi-disciplinary design studio. It designs unmistakable identities in the areas of architecture, product design and communication.
In cooperation with fashion photographer and director MONICA MENEZ as well as Tilla Goldberg, Director of Product Design at the Ippolito Fleitz Group, and her team, the carpet spatial installation became a film set. In the short film ‘Escapade’, the viewer encounters robot vacuums and carpet cheeseburgers from another world on a stage made out of carpets. The magic of the carpets becomes palpable in the short film, which at first glimpse seems more like an uber-hip music video.
OBJECT CARPET: “Carpets lay the foundation for a room’s atmosphere. For its mood, its effect, its purpose at meetings, in casual chats, sales and during times for quiet contemplation. This perspective has brought about a collection in collaboration with multidisciplinary design studio Ippolito Fleitz Group, which thinks beyond surface typologies: With 8 qualities and 111 colors, with diverse structures and surfaces, with desire and passion. But free of pollutants and emissions.”
“Work on the new collection was done with knees on the carpet and heads out in the world. We wanted to weave current influences and developments deep into the products and open up new areas of application.” Lars Engelke, CEO of OBJECT CARPET and Tilla Goldberg Director Product Design at Ippolito Fleitz Group.
So, instead of enduring the hustle & bustle of a Milan trade fair – Milan Design Week had to be canceled due to Covid-19 – visitors can now walk through the spatial installation in their minds, thanks to the uber-elegant film by star Director Monica Menez, and it is 100% digital. The spot makes the structures, surfaces, colors and, above all, the impressive combinability of the products atmospherically palpable – almost as if you are physically present.
The qualities of the new collection are available as wall-to-wall carpet, custom RUGX carpet and also several self-adhesive acoustic tiles with our innovative, multiple award-winning WELLTEX® back constructions. Further information on the carpet collection is available under ifgroup.org////teppichkollektion-2020, and for more input on the spatial installation film and the 360° production – GoSee : ifgroup.org////object-carpet-ippolito-fleitz-group or watch a wonderful interview with Tilla Goldberg and Lars Engelke, CEO at OBJECT CARPET, right here : object-carpet.com///interview-on-the-carpet
CREDITS
Client Ippolito Fleitz Group
Post Production visualcraftroom
Make-up Sabine Nania
Photographer Monica Menez
Product Design Tilla Goldberg
About MONICA MENEZ
Monica Menez - photographer and director from Stuttgart. And Public Voting winner GoSeeAWARDS15 category SKIN/BEAUTY.
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