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Focusing on Ontera’s ‘Design Freedom’ concept, the photo shoot for the DQ#53 cover was a creative exploration of custom carpet tiles, resulting in a dynamic, imaginative image. We go behind the scenes to speak with Art Director Frances Yeoland about the process of conceptualising and executing the shoot.



May 12th, 2014

What was the concept for the photo shoot?
Design freedom puts the creative power in your hands. It allows a vision to be realised with endless possibilities. Reinforcing this ‘hands-on’ approach, The Ontera cover saw a ‘wall’ constructed from Ontera product, custom designed by the DQ creative team, with objects that communicate creativity and high-end design peeping through.

DQ Editor Sophia Watson (centre) and Indesign creative team building the Ontera wall

How did this concept evolve?
When we are developing concepts for the DQ cover, we always keep in mind that it needs to be strong, graphic and communicate the ‘business’ of design in an original and highly creative way. It is rare to have quite as much freedom with the look of the product as we did with Ontera so we went to town!

The wall is erected

Did the nature of Ontera’s product influence the concept for the shoot?
Of course! We had the freedom to create anything we wanted for this shoot, and we made the most of it. I looked to op art artists such as Bridget Riley for inspiration as I was interested in how we can control perspective in spaces. This was a nice a parallel with the Ontera brand as Design freedom is all about moulding the end product to your needs.

Bridget Riley with her artworks

What was the collaboration with the Ontera team like?
It was great to work with a team that trusted our ideas and creative vision from the beginning. It was very easy.

Were there any unexpected challenges/opportunities?
The design I created for the shoot has since been transformed into a flooring installation in the Ontera showroom. It has also inspired a number of other illustrations I’ve worked on.

Arms are inserted into the wall panels…

What was the most rewarding part of the shoot?
Seeing a concept move from sketch to reality is always nerve racking but ultimately satisfying. With the Ontera cover I saw my design come alive twice, first in seeing the custom carpet tiles and then seeing the final shot after a long day’s set up.

The finished product – the cover image for DQ#53, on sale now. 

Ontera’s ‘Design Freedom’ service allows clients to submit custom briefs to the Ontera design team to create bespoke solutions. For more information visit: ontera.com.au/DesignFreedom


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