Cremme · December 2025
A chair goes out.
One chair, taken everywhere but the living room.
- Client
- Cremme, Concept
- Produced
- Story
- Chair campaign
- Setting
- Promenade, field, red earth, studio
- Pictures
- 10
A concept for Cremme: one chair taken everywhere except a living room, from the Copacabana promenade to a field of dry grass and a Beetle on red earth.
A chair photographed in a room is a product. A chair photographed on a promenade, in a field or next to a yellow Beetle becomes a character, and that is what the concept is after.
The women who sit in it change with each setting, and so does the light: hard sun on the mosaic pavement, soft studio white, gold at the end of the day in the field.
Between the outings, the studio frames bring the chair back to a white floor so its line is never lost.
04 · Cremme Promenade, field, red earth, studio
A chair goes out. One chair, taken everywhere but the living room.
Everywhere but the living room.
05 Cremme · Chair campaign
08 Cremme · Chair campaign
09 Cremme · Chair campaign
10 Cremme · Chair campaign