Artistic direction by TAF Studio for Svensson's new textile launch
This spring’s launch highlights not only innovative materials and sustainable production techniques but also the presentation of the products themselves. TAF – Gabriella Lenke and Mattias Ståhlbom – who have also designed Svensson’s booth concepts and showrooms, have carefully crafted the photography to reflect both creativity and origin.
Svensson’s own production site tells the story of the new textiles, where the design department, lab, and manufacturing coexist under one roof. This context creates an authentic feel that highlights the textiles' quality and Svensson’s industrial heritage.
Spatial design and colour choices
“The colours in the factory became our palette and helped us create spaces that both reflect and complement the character of the textiles”
Using the existing colours in the factory, TAF has designed four distinct spaces that, despite their varying materials and tones, maintain a cohesive feel. The environments not only showcase the textiles but also enhance their usability and expression.
Three custom-designed furniture pieces – two armchairs and a sofa – were created to present each new fabric. Each piece features a simple construction of upholstered panel blocks, emphasising the fabric’s texture and colour while allowing for easy disassembly and reassembly – a metaphor for sustainability and flexibility.
Using factory props
“Incorporating the factory’s own elements as props creates a genuine and cohesive experience”
By using carts, spools, and other textile equipment as props in the photoshoot, TAF ties Svensson’s production process to the finished product. This approach not only reinforces the narrative of local production but also visualises the practical applications of the textiles in different settings.
With TAF’s photography concept and Svensson’s commitment to sustainability and design, this spring’s textile launch is a meticulously curated presentation that not only showcases new products but also celebrates the place where they come to life.
TAF - Gabriella Lenke and Mattias Ståhlbom