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Catalogue for Karimoku New Standard 2016

David Galettli/GDD’s design of this second booklet catalogue for Karimoku New Standard is inspired by classic, grid-based, precise Swiss graphic design and combines the functionality of a manual with the reading experience of an editorial magazine. The booklet’s art direction involved development of the overall visual concept, definition of contents, selection of images and texts, copywriting of the editorial, concept for the interior photoshooting and the selection and direction of the collaborating graphic designer, photographer and stylist. The photographer Norio Kidera, who studied under Takashi Homma, and stylist Fumiko Sakuhara, who regularly works for Muji and other major companies, created the natural light interior photos in an apartment in Naka-Meguro in the center of Tokyo. The subjective point of view of the camera conveys a soft, natural impression, while the setting is deliberately kept abstract and imaginative.

Graphic design: Haruhiko Taniuchi (desegno ltd.)
Photography (interiors): Norio Kidera
Interior styling: Fumiko Sakuhara
Direction: David Glaettli