A totem to commemorate 25 years of the Santa & Cole Tripode lamp, their best seller since 1997.
We worked on creative and art direction to renew the global image of the product, elaborate its positioning, align with the brand and communicate its functional and timeless simplicity as a design icon.
The idea was to transform it into a totem of light, taking the essence of the product to an imaginary place. To build with something new and different, playing simply with the existing elements of the product, in an endless game of construction, whether on the set of a shoot, as a window decoration or in any showroom or physical space where there is the possibility that they may identify with the brand. We closed the campaign with an installation in Santa and Cole’s gallery in Barcelona to launch the product.
A totem is an object considered sacred, usually carved from wood, or a symbol that serves as an emblem of a group of people, such as a family, clan, lineage, or tribe. We built the entire campaign around this definition of totem. Creating sculptures with the most relevant element of the lamp, its screens, grouped by colour and chronology.
In this case, with this light sculpture of 25 Trípode screens for its 25th anniversary, we built images that commemorate the product’s silver jubilee. A meticulous and careful placement of screens that we could build up to heaven in celebration of the years gone by, and those still to come!
The sequence of totems were built around other elements from the Santa & Cole collection and the designer Júlia Esqué to draw the human scale. The potential combinations are endless, and our research took us into the world of the columns and pillars of Greek sculpture and architecture. They can be from classic columns with drum, shaft, edge, groove, collar and capital depending on how we placed the screens. All with their own personality or message as we grouped by colours, stripes or measurements. We worked with 3 sizes and 8 screen models.
One of our key inspirations for this project was the photograph of the Universal Exhibition in Paris in 1937 with the Torres and Calvé seats next to Picasso’s Guernica and pieces by Alexander Calder.
The novelty of the anniversary Trípode is its screens designed by Julia Esqué, presenting her as a young female designer with international projections, bringing a classic but renewed air with a combination of raw ribbons and black trim of different thicknesses that give the lamp a very special new image.
In this case we also investigated the history of Chanel fashion, the works of Lenore Tawney and Joseff Albers in their work with analog, black and white imagery.
Client
Santa & Cole
Credits
Art direction, creative direction and production. Photography by Jara Varela.
With thanks to
Júlia Esqué and to Carles Taché.
