cc-tapis Presents the New 2020 Campaign ‘Spectrum’.

Loved and lauded rug company cc-tapis presents their new 2020 campaign Spectrum. Born out of reflecting on the relationship between colour, furniture and space, the campaign uses light as an architectural and decorative element and a catalyst to illuminate and exemplify colour. Spectrum unites designs from Martino Gamper, Patricia Urquiola, david/nicolas, Germans Ermicš, Maarten de Ceulaer, Studiopepe.

For the set design, Studio MILO built a sequence of ‘rooms’, with creative direction by Motel 409 matching a colour for each room and for each room, a rug. By its very nature, a rug is an ideal surface for an interaction of colours to land on. Each room is monochrome, with hazy tones of pink, green, peach, and blue ranging from pastel to vibrant across each set, with the depth of hues dictated by light.

A particular favourite is the rug invaders collection by the cc-tapis design lab, a galactic series that takes nuances from retro space-themed video games and applies them to traditional rug motifs. Each of the five ‘Invaders’ rugs has a unique shape and size, and are intended to be layered across one another within a single interior.

A diversion for product-focused shoots, cc-tapis included a human element in the Spectrum campaign. “Within these rooms are people: people who give life to these spaces, who shape their character through the ritual of taste, which is human habitation,” says the rug brand.

In including models in the campaign, cc-tapis references the people who take their product home, continuing the creative process in styling and appreciating the rugs within their own space. The rituals associated with decorating a home are repeated throughout the ages, albeit with changes in taste and style, further reflected by the different colours of each room.

CC-tapis regards rugs as organic artefacts, made of living and evolving matter, and the experimental Spectrum campaign evokes this; a spectrum of ideas, designers with personal stories, diverse skills and crafts, a series of rooms and a rainbow of materials.

Related: CC-tapis Rug Collection Photographed Inside Villa Panza in Varese.

[Images courtesy of cc-tapis. Photography by Alessandro Oliva & Jeremias Morandell. Art direction by Motel 409. Set design by Studio MILO.]