【sf-0120】 NEW TENDENCY, Raw Essentials, 2020
A publication exploring the hidden narratives and sensual qualities of the raw and natural materials found in NEW TENDENCY products. NEW TENDENCY partnered with HelloMe & someform Studio to develop a visual concept and translate the art direction into a set of synthetic photographs merging architectural and natural environments. Placing monumental brutalist interiors against the stark contrast of natural rock formations, the artificially photographed set stages the furniture products as a striking tactile experience.
The perfection in material craftsmanship and design in the NEW TENDENCY products is elevated by this juxtaposition of detail and large scale, and the subtle grotesque of the uncanny proportions leaves an exciting tension in the minimal composition. Alongside NEW TENDENCY’s product archetypes, these surreal sceneries are complemented by the monochromatic photography of Jörg Brüggemann and Tobias Kruse as well as the essay Tactile Sensibility by Anni Albers.