LAUNCH CAMPAIGN REMOTE PRODUCTION

In the intricate dance of architecture and interior design, every detail contributes to the symphony of a space.

CUBE recently had the opportunity of collaborating with the visionary architects at Gabellini Sheppard and the artisans at Warp & Weft to visually capture the essence of their 'Aerial Series' – a collection of rugs that transcend functionality to become evocative art pieces within an environment.

How could we redefine the conventional role of rugs and convey their emotive power visually?

In navigating this challenge, our team embraced the notion that each rug is an individual piece of art, deserving a narrative that extends beyond its utilitarian purpose.

We sought to tell a story that unfolded not merely on the floor but within the entire space, illustrating how these rugs became integral to the artistic tapestry of interior design.

Through careful selection of visuals, composition, and framing, we endeavoured to elevate the rugs from functional elements to contributors to a broader, more profound narrative.

One of the most compelling aspects of this project was orchestrating a remote shoot with a crew based in the heart of New York.

Beyond mere geography, we sought a team that could seamlessly integrate CUBE Studio's vision into the rich cultural tapestry of the city.

It wasn't just about finding a suitable crew; it was about finding collaborators who shared our passion for storytelling through visuals.

The ‘Aerial Series’ consists of a trio of unique and harmonious hand-knotted carpets, each interpreted into woven form based on original artwork by Tomoko Hirose, Senior Interior Designer at Gabellini Sheppard.

One unique challenge involved creatively capturing Tomoko without revealing her face.

Through thoughtful framing, lighting, and composition, we painted a visual portrait that echoed the anonymity often present in architectural masterpieces.

To vividly portray the concepts that inspired the 'Aerial Series,' we incorporated high-quality stock footage. Each visual element served as a brushstroke, bringing to life the inspirations and aspirations woven into the fabric of the rugs.

A key element of the project was the desire to make New York City a feature character in the narrative. To achieve this, CUBE's New York filming crew employed the use of anamorphic lenses. These lenses, known for their unique ability to capture a wider field of view and create distinctive flares and bokeh, added a cinematic quality to the visual storytelling.

The decision to use anamorphic lenses was intentional – it allowed the team to visually represent New York in a way that was both authentic and visually striking. The lenses played a crucial role in bringing out the city's architectural grandeur, its bustling energy, and its unique character, contributing to the overall narrative of the collaboration.

Incorporating this visual element added depth to the storytelling and visually emphasised the architects' intention to create rugs that transcend functionality and become integral components of the designed environment.

These lenses, with their unique distortion and cinematic flair, contributed to the creation of a visual story that went beyond mere documentation, elevating it to the realm of cinematic art.

In every frame and concept, the editorial project aimed to convey the depth and resonance that these rugs bring to a space.

It was not just about showcasing a collection; it was about narrating a story of artistic collaboration, where rugs become conduits for a deeper connection with our surroundings.

Through the lens of CUBE, the 'Aerial Series' takes flight, inviting viewers to experience the intersection of art, architecture, and craftsmanship.