A campaign announcing Kvadrat’s first independent US showrooms in New York, Los Angeles and Grand Rapids marked the debut of Kvadrat’s full textile collection across North America. Building on the reductive and playful language of previous GTF campaigns for Kvadrat, such as ‘Shapes’, ‘Waterborn’ and ‘Kittens’, the project interweaves two American cultural references: the folk tradition of patchwork and the iconic interstate road trip.
The film follows the journey of the Kvadrat bus across a patchwork map of the United States, each state upholstered in fabrics from the Kvadrat range, travelling from Los Angeles to New York via Grand Rapids – a metaphor for ‘we come to you’.
Piotr Kaliński composed a bespoke score inspired by local radio stations, with channels switching as the bus passes from state to state.
Concept and art direction: GTFCGI animation (US): Adam Aftanas
Colour consultant: Sophie Smallhorn
Model making: Chris Hill
Music: Piotr Kaliński
CGI animation (AUS): Maxime Augauy
Campaign Fedrigoni – Image library
Campaign Vitra – Vitra Classics
Campaign Kvadrat – Kittens
Campaign Frieze Art Fair – Fireworks
Campaign Kvadrat – Shapes
Campaign Shakespeare’s Globe Theatre – The Season of Regime Change
Exhibition Somerset House – Cute
Exhibition Science Museum – Who am I?
Exhibition Art Institute of Chicago – GTF: Resourceful Design
Identity Fedrigoni – Paper Box
Identity Gagosian – Identity
Identity Design Museum – Identity
Identity Frieze Art Fair – Identity
Identity Habitat – Identity
Packaging Homer – Homer
Packaging Herman Miller – Formwork
Product Tate/Perpetual Editions – Perpetual Postcard Calendar
Product Graphic Thought Facility – MeBox
Publication Andrea Caputo & Anniina Koivu – U-Joints
Publication Gagosian – Catalogues
Publication Fendi – The Fendi Set
Publication Penguin Books – Chatsworth, Aradia, Now
Publication Richard Avedon Foundation – Avedon Advertising
Publication Dior – Dior Images: Paolo Roversi
Publication COS – Creating with Shapes
Publication Gagosian – Gagosian Quarterly
Publication Bloomsbury – Heston Blumenthal at Home
Publication Gagosian – Crash: Homage to JG Ballard
Retail Vitra – VitraHaus
Wayfinding Vitra – VitraHaus Signage
Wayfinding Hult International Business School – Wayfinding