Louis Poulsen icons by Verner Panton, Poul Henningsen and Arne Jacobsen

CLIENT
LOUIS POULSEN

DIRECTION / DESIGN / ANIMATION
FRAME

STYLIST
MADS LINDHARDT FABER

MUSIC & SOUND DESIGN
NINA LIV

Classic design stands THE TEST OF TIME. AS PART OF ITS SPRING 2023 CAMPAIGN, LOUIS POULSEN TEAMED UP WITH FRAME TO CREATE A SERIES OF FILMS THAT ENCOURAGE THE VIEWER TO (RE)DISCOVER ICONIC designs by world renowned DESIGNERS.

Such as PH Artichoke by Poul Henningsen, Panthella by Verner Panton, AJ Floor by Arne Jacobsen and Patera by Øivind Slaatto. In total, nine iconic lamps are featured in the campaign - two of which are exciting new introductions (AJ Garden Bollard & Patera Ø300), whilst one is a significant reintroduction - this being the AJ Oxford. Designed by Arne Jacobsen for the modernist St. Catherine’s College in Oxford, England in the 1960s, it is perhaps his most highly praised total work of art, and it is still used for teaching and student housing. Form playfully follows function in the AJ Oxford Table lamp, where the stem becomes the stand and the cord continues the visual line, with the sculptural shade balancing the expression.

The unique creative challenge for this campaign was to portray nine very distinct products (both iconic and new designs) in a coherent, sophisticated yet contemporary setting. The films contain a series of carefully constructed compositions, featuring multiple products grouped together in an almost sculptural expression. These compositions, contrasted with the bold colour background and prominent type, attempt to convey a sense of the new and old, working together in perfect harmony. A bold new statement in the evolution of the Louis Poulsen brand.

At FRAME we direct, art direct and produce creative product-centric 3D narratives primarily for luxury brands. Our approach is deeply collaborative; we work closely with clients and team up with agencies globally to deliver top-tier visual narratives. We are located in Copenhagen, Denmark and specialize in motion design for the luxury goods segment. With 17 years in the business, we've earned the trust of prestigious brands like Balenciaga, ZEGNA, Hublot, B&B Italia, Montblanc, Zenith, TAG Heuer, Bang & Olufsen, Louis Poulsen, Tissot, Montana and many more. We'd love to chat with you about how our services can help your brand stand out. Feel free to get in touch anytime to set up a chat that works for you.