As one of Europe’s leading textile companies, Camira set the benchmark for innovation, sustainability and tactical fabrics. Adorning interiors everywhere, from luxury hotels, corporate offices right down to the humble London Tube carriage.

Off the back of redeveloping their master brand, Camira looked to partner up to launch their biggest product launch to date: reinterpreting the textile designs of the hallowed Mid-Century Modern designer, Jens Risom.

As a collaboration between the two brands, the campaign had to look and sound Camira, whilst being respectful of the rich and well-documented heritage of the Danish-American designer.

Communicating the partnership demanded a co-branding approach. After consultation with Camira and the Jens Risom estate, a design language was established that enabled both brands to coexist.

A language platform and messaging was born out of Camira’s tone of voice, playing on the notion of re-imagination. Delving into the archives of Risom’s furniture design provided inspiration for the design and art direction – with the set design referencing the vivid colours of the 60’s fabrics. Furniture was selected by two leading British designers, with modern armchairs being chosen that had in-turn be inspired by the MCM movement. Creating a campaign that felt modern, whilst respectfully referencing the past.

The story of this international collaboration was documented in a product film, that saw the team travel to the Jens’ Risom estate (in Copenhagen) and Jens’ family retreat on Block Island (off the coast of Boston).

Co-brand Identity
Campaign concepts
Language platform
Photography art direction
Product film concept

Agency — Good
Role — Design Director
Product photography – James Day
Literature photography – Susan Castillo
Filming and production – Oldie
© Good