A new vision by emerging artists for Marset by

Year: 2019
Tags: Art Direction, Brand Narrative, Creative Direction in Production, Editorial Design, Graphic Design

Creative concept, direction and design by Folch. 
Cover image: Josefina Sierra Guzmán
Artist collaborations: Josefina Sierra Guzmán, Rebecca Scheinberg, Salva Lopez, Marta Vidal, Cecilia Renard, Tais Sirote, Alejandra Jaimes, Yosigo. 

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Born from a desire to explore artistic fields and expand our perception of the brand, Marset’s new Young Talents initiative fosters meaningful collaborations with emerging creatives. Our aim was to find the right artist, someone who would understand the value of the brand yet bring their personal vision to life, putting their own mark on the product. It was essential for Marset to become an influential reference within a variety of creative fields, beyond lamp design.

Bringing new light to Milan

We wanted to present Marset’s latest collection through this new lens in time for EuroLuce, an annual lighting exhibition within the framework of Salone del Mobile in Milan. Giving Marset a fresh approach, we communicated some of their key pieces through the eyes of emerging young talents within different artistic fields across the world.

Connecting brands with talent

Curation was the key.  We wanted to find people with a similar aesthetic and mindset to Marset, drawing parallels to their mood, values and visions. It was important to find collaborators who were ready to bend and stretch the potential of any object, bringing it into their own environment and turning any pre-existing perception on its head.

A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH

A complex production

With just one month to coordinate the whole project, we curated 8 artists for 8 different lamp designs and asked each one to create a photo series. The lamps come in a variety of different sizes and complexities, from simple table lamps to compound ceiling devices, meaning seamless production was required, as well as good communication between Folch, Marset and each artist, particularly given they were spread across Europe. The smaller lamps were shipped abroad, while the more complex designs were kept in the Barcelona area. Keeping in close contact with the artists was essential when it came to providing support and advice during shooting preparations.

“The good life”

Marset is all about a living filled with beauty, happiness and light. We wanted to capture this vision and reflect it through different disciplines – arts, fashion, music, and gastronomy. Beyond branded content, this approach builds brand awareness and connects Marset to new, more aspirational creative disciplines. Through these collaborations, we invite you to appreciate Marset’s designs as objects of beauty beyond their obvious function, to consider them in new environments, abstracted from their purpose, and from a different angle to what you might expect.  

A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
  • FOLCH - A new vision by emerging artists for Marset
  • FOLCH - A new vision by emerging artists for Marset
  • FOLCH - A new vision by emerging artists for Marset
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
  • FOLCH - A new vision by emerging artists for Marset
  • FOLCH - A new vision by emerging artists for Marset
  • FOLCH - A new vision by emerging artists for Marset
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
  • FOLCH - A new vision by emerging artists for Marset

Between lookbook and catalogue

The publication for this year’s collection had to have both the artistry of a lookbook, with a visual and aspirational mood, as well as a more technical section where the new models could be properly explained through drawings, with finishing details and specifications. The solution was to create two separate parts, starting with the Young Talent features and ending with the technical aspects of the new collection. The design and layout follow Marset’s graphic identity, using Neue Haas Grotesk by Font Bureau, separating English and Spanish translations with shades of grey and black from the brand’s colour palette.

A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH
A new vision by emerging artists for Marset | FOLCH

Integrating the showroom

Designed by Marset’s to-go architect Stefano Colli, the showroom is absolutely key for any fair. We integrated the images from the Young Talents initiative, printing them out in large format to welcome the visitors to the showroom in EuroLuce, Salone del Mobile, and Marset’s new artistic dialogue.

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Art Direction. 2019