Really

Text Image

Really
Art direction and publication
Really (in partnership with Kvadrat), Milan, 2017

Really is a new initiative in partnership with Danish textile company Kvadrat to upcycle end-of-life textiles into new materials for design and architecture. Really’s debut collection of Solid Textile Board launched with an exhibition curated by Jane Withers and Njusja de Gier at the Salone del Mobile in Milan featuring commissions by designers Max Lamb and Christien Meindertsma.

The curators commissioned Kellenberger–White to design a launch publication which would tell the story of the company and the material and also act as a catalogue for the first commissioned designer projects. The brief asked for a potentially expandable publication to accommodate documentation of future designer commissions.

We devised a three-part format for the publication: two booklets housed in a folded A3 poster. We chose an uncoated paper stock to evoke the warmth and tactility of Really’s textile-based products. Applying Really’s modernist typographic identity, we adopted a page size and grid first used in a book about quintessential modernist designer Dieter Rams. Consistent with Really’s ethos, we researched and chose production techniques to be, as far as possible, in line with a circular economy and to make the publication easier to recycle.

Working with photographer Angela Moore, Kellenberger–White art-directed a series of images of both Solid Textile Board material samples and prototype furniture by Max Lamb. For these, we erred towards loose, casual compositions and strong lighting which would emphasise the qualities and planes of the material, and various construction methods.

Project team
Curators: Jane Withers and Njusja de Gier
Editor: Elizabeth Glickfeld for Jane Withers
Art direction and publication design: Kellenberger–White
Photography: Angela Moore