Throwing Shapes With Kvadrat

Matthew Donaldson’s new film for Danish textiles brand Kvadrat is something of a puzzle. As a series of abstract, upholstered shapes float across an innocuous grey backdrop, it’s tempting to look for wires suspending them from the ceiling, or evidence of some sort of mechanical device affixing them to the wall. But, according to Donaldson, his mini-masterpiece relies on no such trickery: “Everything you need to know is there—we didn’t retouch anything out.” This enchanting slow motion video is an extension of the still campaign that Donaldson created for the company earlier this year with designer Andy Stevens of Graphic Thought Facility and Anne Bruce of Bruce Upholstery. Kvadrat has long held a reputation for producing peerless fabrics, used by designers such as Charles and Ray Eames, Arne Jacobsen and Verner Panton, but to showcase the house’s richly colored, incredibly durable wares, Stevens decided to create a series of forms that reference, rather than replicate, iconic furniture designs and upholstery techniques. “Kvadrat have always been there, from the 60s through to now, and so the shapes are both nostalgic and futuristic,” says Stevens. The above cut of the film, exclusive to NOWNESS, is to be followed by an alternate version, which will be screened in the Kvadrat showrooms. Read more about Kvadrat’s partnerships and products here. 

Director: Matthew Donaldson

Music: Shervin Shaeri

Art Direction: Graphic Thought Facility

Producer: Matthew Kitchen / 2AM Films

Editor: Theo Cook