Really

Text Image

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

Really is a new initiative, in partnership with the 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 us to design a launch publication that would tell the story of the company and the material and also act as a catalogue for the first commissioned projects. Asked for a potentially expandable publication to accommodate documentation of future designer commissions, we devised a three-part format: 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, and in applying Really’s modernist typographic identity, we adopted a page size and grid first used in a book on the quintessential modernist designer Dieter Rams. We chose production techniques to be, as far as possible, in line with a circular economy, to make the publication easier to recycle and to be consistent with Really’s ethos.

We also art-directed images, photographed by Angela Moore, of both Solid Textile Board material samples and prototype furniture by Max Lamb. For these, we erred towards loose, casual compositions and strong lighting, to emphasise the qualities and planes of the material, and various construction methods.

Photography: Thomas Adank