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.“
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 of the scenery. 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”.
