The new product line “algo”, aimed at a new target audience, was to be introduced shortly before the international furniture show IMM 10. We planned a dedicated photo shoot for this.
The short timeframe was taken as an opportunity to develop a new visual style, presenting a clear contrast with the existing catalog. Physical objects in the frame were replaced by illustrations drawn on set: two-dimensional illustrations shaped the stage for the three dimensional products. The different angles of the photographs both revealed and strengthened the optical illusion.