Yellowtrace x Arflex Presents: Art – Design – Arflex.

Behind the scenes of the #YellowtraceXArflex campaign shoot, featuring artworks by Sean Meilak. Photography by Nick Hughes.

With the lovely Skye Healey Ward, marketing manager of Arflex Australia. Photography by Nick Hughes.

Melbourne-based artist, Sean Meilak, on set for the #YellowtraceXArflex campaign shoot. Photography by Nick Hughes.

Most of the #YellowtraceXArflex crew. Photography by Nick Hughes.

With the gorgeous and ever-so-talented Sydney-based artist, Anna-Wili Highfield, on set for the #YellowtraceXArflex campaign shoot. Photography by Nick Hughes.

With Sydney-based artist, Daniel Shipp, on set for the #YellowtraceXArflex campaign shoot. Photography by Nick Hughes.

Left: Artwork by Daniel Shipp. Right: Artwork by Simon Davidson. Photography by Nick Hughes.

On set with Sydney-based artist, Simon Davidson. Photography by Nick Hughes.

That moment when we were nearly done with the #YellowtraceXArflex shoot. Photography by Nick Hughes.

Aha! Except we weren’t done until some pink smoke came out to play for the final shot. Thank you Skye for risking your life in the name of art. Photography by Nick Hughes.

Teacup full of pink smoke and other delicious behind-the-scenes moments from our shoot. Photography by Nick Hughes.

I feel enormously proud to share with you the details of our latest collaboration with Arflex Australia (#YellowtraceXArflex), which saw me (Dana, aka Mama Yellowtrace) conceptualise and curate a multi-channel campaign and a series of exhibitions that celebrate the magical union of Italian design and Australian art.

We were approached by Arflex almost a year ago about creating a local campaign for the revered Italian brand. Arflex were keen to work with an “Australian creative force” to breathe new life into their furniture pieces. As someone who genuinely adores Arflex, I was absolutely thrilled to work on what was mostly a pretty open brief.

From the outset, I was conscious we weren’t setting out to create just another series of pretty images, but rather deliver something unique and with meaning. We live in a time in which we are saturated with endless amounts of eye candy competing for our attention – and as someone who looks at an obscene amount of design images every day, I was committed to creating a campaign that went beyond the ‘image’ alone.

The primary objective for this collaboration was always to weave authentic Australian character into the iconic Italian brand. Rather than doing the obvious thing, like a location shoot in front of the Opera House, or on Bondi Beach, I decided that pairing Arflex with Australian Art was a really powerful way for us to tap into the collective consciousness of our local audience, allowing us to make Arflex feel even more relevant here in Australia.

This idea also responds to the ongoing global trend of iconic art being used to brand high-end interiors. I think we can all agree that rarefied, bespoke and special qualities are the new currency of luxury, and this is something that’s very much present in art.

#YellowtraceXArflex, featuring ‘The Marriage’ by Sean Meilak and the following icons from the Arflex range: Arcolor side table by Jaime Hayon, Leafo armchair by Jaime Hayon & Strip sofa by Cini Boeri.

#YellowtraceXArflex, featuring ‘The Monkey’ by Anna-Wili Highfield and the following icons from the Arflex range: Ponti Writing Desk by Claesson Koivisto Rune, Neptunia chair by B.B.P.R., Elettra Armchair by B.B.P.R. & Cradle Sofa by Neri&Hu.

#YellowtraceXArflex, featuring ‘Botanical Inquiry #12: Southern Remedial Exclusion’ by Daniel Shipp and the following icons from the Arflex range: Vela Screen by Bernhardt Vella, Algon Armchair by Luca Nichetto, Arcolor Side Table by Jaime Hayon & Sigmund Bench by Studio Asai.

#YellowtraceXArflex, featuring ‘LITMUP’ by Simon Davidson and the following icons from the Arflex range: Botolo chair by Cini Boeri, Infinity coffee table by Claesson Koivisto Rune & Marenco armchair by Mario Marenco.

Left: Simon Davidson. Middle: Sean Meilak. Right: Daniel Shipp. Photography by Anthony Geernaert.

Left: Dana Tomic Hughes & Anna-Wili Highfield. Right: Dana Tomic Hughes & Daniel Shipp. Photography by Anthony Geernaert.

The idea with each image in this campaign was to create a union where art sat in conversation with the furniture. The colours and textures of each set were derived from the spirit of various artworks and mediums.

I was also really keen to add an important little detail to each image – this ‘other element’ that acts as a subtle little twist on reality and a bridge between the art and furniture. This idea that art is almost coming to life in each image – the secret sauce that hopefully makes us all look twice and linger on each image a little longer…

Images from the #YellowtraceXArflex VIP launch event in Sydney on February 13th. Photography by Nick Hughes.

More images from the #YellowtraceXArflex VIP launch event in Sydney Photography by Caroline McCredie.

Our campaign launched in Sydney on February 13rd (Melbourne to follow on Feb 27th) to a discerning audience of interior designers, architects and design media. The evening was filled with curiosity, energy and laughter, and I just couldn’t feel any prouder of what will be a project to remember for years to come.

Thank you for all of you who came along to the Sydney launch. Check out all the social pics in the gallery below. And for those of you who weren’t able to join us, more info about this collaboration can be found at arflex.poliformaustralia.com.au.

With all my love, Mama Yellowtrace xx

[#YellowtraceXArflex Campaign Concept & Creative Direction: Dana Tomic Hughes/ Studio Yellowtrace. Campaign photography: Anthony Geernaert. Art Direction: Kasia Wydrowski. Film Director: Leonie Blignaut. Film Production: Bright Island Content. Event photography: Caroline McCredie and Nick Hughes/ Studio Yellowtrace.]