Ljuset – Frederik Rafn Barfod

Ljuset Chair

1 of 4 outcomes of a school assignment, focusing on the method of working with moodboards. The fictional company and logo was given and the philosophy as follows…

“The brand philosophy is that the great design concepts at the heart of Scandinavian design are functionality, beauty and the needs of the many. Good furniture design is in constant conversation with the past, present and future. Because of this, we can still relate to a chair designed well before our time.
Contemporary furniture design should be a place where the past meets the present. At the same time, it must point forward towards what is yet to come. The wood is sourced from sustainable forests that aren’t cut down faster than they can regenerate, the local wildlife is considered and taken care of and the forest workers’ conditions are assured. Ljuset plants an extra tree for every piece of furniture that they sell.”

Ljuset
– at home in woods

The idea was to bring the duality of “home” and “woods” in play, and to play with the multiple understanding of this campaign payoff. The top of the Ljuset chair is situated in the bottom of the format, so the user of the chair would be a spectator to the picture. The pictures are both image crops of forrest and home interiurs. The product turn the attention to picture and create a dynamic between the two elements. This should emphasize the silent dialogue between the two worlds. One sold chair equals one planted tree.

When the “homely” pictures are used, the chair should be interpreted as the “woods”, and when the forrest pictures are used, the chair would represent “home”.

Ljuset
– Silent dialogue

The philosphy that nature and product exists in a silent partnership. Another subtile or poetic way of communication that one tree is planted for every chair sold. Taking ownership in the thought that human needs and nature coexist and the bonds between us are invisible, but yet strong and important. Here envisioned by the chair pointed toward the window with the distant reflection of the garden tree. The evening light brings a mellow and thoughtfull vibe to the scene.

Ljuset Chair

Ljuset – at home in woods

Ljuset – Silent dialogue

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Ljuset
– at home in woods

Ljuset
– Silent dialogue