SAVANNAH BAY GALLERY
Furniture Catalog
Savannah Bay Gallery is a contemporary furniture, decorative art and sculptures gallery that sells hand selected pieces collected by Lena Jaroscheck and Quentin Day. This gallery supports luxury craftsman and artist who has a passion for using rare materials, shapes and objects to create beautiful furniture. This catalog was created with the everyday artist and art collector in mind, who enjoys contemporary interior design and lives outside of the box. Unique scale, natural earth tones and a balance of negative space work together to create an organic composition that acts as the display for the furniture selected.
MOODBOARD
The theme of this catalog was selected to highlight the raw materials used in every creation sold by the Savannah Bay Gallery. The artist who are featured in the catalogue range from silver smiths who create luxury wall mirrors to craftsmen who use rare wood types to construct timeless tables and chairs. Using the curved grains found on wood and the stark whiteness of marble to inspire the color palette and open space of the catalog can be seen in the photo references below.
COMPETITORS
There are many furniture catalogs on the market but few are focused on luxury and quality as their main features marketed to costumers.
Catalogs like those published by Ikea and All Modern have a commercial look about them. They use aranged sets to display their furniture and incise the everyday individual to picture that item in their own home. Ikea is one of the worlds most popular catalogs, that also features furniture. The strongest connection between all three was their use of prop photography and centralized theme that was cohesive across all three publications.
LOGO CREATION
The logo used in this catalog was taken from the Savannah Bay Gallery Website. The bold typeface is solid and structured, a contrast to the light and delicate typefaces used in their product and category labels and descriptions. I decided to not alter the logo from its current state, I instead chose imagery that featured sharp edged furniture and clean curves to compliment the integrity of the logo.
COLOR PALETTE
As mentioned, the main distinction between the Savannah Bay Gallery pieces and those sold at a retail furniture store is quality. Every item in the collection is an original on of a kind creation made by human hands. The materials are sourced, stained, carved and signed by the artist that created it. I collected a variety of swatches from the photos of furniture featured by the most popular artist on Savannah Bay Gallery website. I compiled these swatches and selected those that most closely captured the essence of raw materials and organic life found in nature.
FLATE PLAN
I am a hands-on designer, I spent years as a studio artist and have gained an appreciation for sculptures and painters. In the flat plan stage I sketched over 50 spread thumbnails, like those seen below. From this I was able to visualize the rhythm of the layouts, finding a balance between full scale, detail shots that could bleed from page to page, to organized guides of products and photos arranged in unconventional ways. Many of these sketches did not make it to the final product but each played an important role of exerting the full capabilities of the grid and negative space.
COVER SELECTION
The cover of this catalog had to display its purpose and act as a window to the inside contents. In my original 3 cover digitizations I stuck to safe formula, mush like my competitors I used a stagger product shot to draw in customers and make the idea that this was a catalog VERY obvious. I felt that these covers lacked the same visual interest and movment of the interior spreads. I learned through peer feedback that the strongest appeal of the catalog was the cut out 3 dimensional objects existing in a 2 dimensional space. I referenced back to my original sketches and played off the idea of a photographed set, but without the photography. Using a collection of different furniture pieces featured inside the catalogue I created the illusion of a living set, that pays tribute to the inter speeds of the catalog.
FINAL SOLUTION