Textured Edition
Ferreira de Sá is currently one of the biggest and oldest companies producing hand-made rugs in Europe.
After many years as a highly respected rug manufacturer, the company took the bold and savvy step of transforming themselves into a chic and vibrant brand. During this time, the company has created an elegantly designed, product portfolio, perfectly suited to the needs of the contract market. Its position as a luxury rug brand has led to working hand-in-hand with high-end international interior designers.
However, initially their catalogs were not updated to reflect this expertise and professionalism. Specifically, their PR material featured the products out of context, without explicitly connecting with their new target market. That’s where I came in, to reimagine and revamp their catalogue images to the level they deserve.
Client
Services
3D Artist:
Bside
Team
Graphic design:
Ferreira de Sá
Photographing the numerous rug collections in a wide variety of residential and contract spaces would have been time-consuming and complex. To save time and gain agility, we opted for AI-powered 3D visualization, which allowed us to create unique spaces that allowed the product to shine.
1. Strategy
What should a catalog look like in order to appeal to interior designers and decorators from around the world? Of course, it must contain practical product information, but above all it should inspire, seduce and captivate a wide variety of cultural sensibilities.
Dealing with professionals means speaking their language, using their resources and tools. The brand must be familiar about the latest in the sector, the most popular products, finishes and trendy colors?
And what better way to put this expertise on display than to model the catalogue on the style of an upscale interior décor magazine? One that features not only private homes, but also hotels and retail stores with different styles and decorative trends?
That’s what I did, and the result is inviting and inspiring, not at all corporate and cold.
2. Interior design trends scouting
I identified contemporary trends in architecture and interior design to create visually attractive scenarios in which Ferreira de Sá rugs could put on display their versatility and shine. Colors, styles and textures fit into all kinds of projects.
Artificial architecture has developed considerably in recent years to the point of blurring the line between reality and fiction.
3. Art direction
I was in charge of defining the 30 scenes to be developed by the 3D artist, choosing the type of space, the rug model to be shown, the perspective, and the lighting. At the same time, I picked out all the decorative pieces strategically to match brand positioning. I oversaw the whole process, keeping track of corrections and adjustments, until all the images perfectly reflected the essence of the brand.
Ferreira de Sá’s Textured Edition celebrates the tactile beauty that defines the latest rug collections, all meticulously crafted to bring forth the profound elegance and subtle charm that textures offer.
