Fluidity and motion, captured to bring Different Thoughts to life.

The Different Thoughts collection was designed by 2017 AFDA winner, Elliat Rich, in partnership with Stylecraft.

Project Details:
Different Thoughts Launch

Shoot Production:
Ebony Harrison

Furniture Design:
Elliat Rich
Daniel Stavridis 

Completed in my in-house role at Stylecraft.
Natalie Turnbull

Haydn Cattach

Special Thanks:
Lana Kennedy
Tint Paint
James Dunlop Textiles
Tailor Swift

About Different Thoughts:
The Australian Furniture Design Award is a biennial award presented by Stylecraft, and in the 2017 iteration, was presented in partnership with the Jamfactory in Adelaide.

The AFDA2017 was the second iteration of the award, with artist and designer Elliat Rich taking out the top prize for her stunning vanity design, Place.
In winning AFDA, Elliat won the opporunity to collaborate with Stylecraft on a collection of commercial furniture for distribution across Australia and Singapore.

Elliat’s collection, Different Thoughts, was launched in July 2020, and features a curved credenza, glass-draped floor light, and a series of tasselled rugs.

Process and Production:
Elliat Rich is a wonderfully creative and artistic person. Her range was heavily inspired by her home in Alice Springs, and the colours of the desert she calls home. The creativity expressed in the design of her collection gave us a brilliant opportunity to create something truly dynamic and exciting to launch her range with.

We worked closely with stylist, Natalie Turnbull, to create a campaign concept that was inspired in part by the dynamism and changing landscape of the desert, softened with romantic and feminine touches.
The aim was to create an aesthetic freshness that complimented the sensory experiences characteristic of Rich’s collection.

Capturing the light play of the perspex doors, and capturing motion in the campaign ambience was critical to the overall concept design, in addition to maintaining a strong focus on each product and its design features.

Related Projects:
Melbourne, AU