In the final of More Space's Creating Space series, we look at Space's focus on sharing interiors that inspire. Launching A Life Individual almost 10 years ago, the film and print campaign would explore the evolving spaces we live in and the uniquely creative ways we shape our homes. Featuring architect Gwen Tan and artist Andrea Sullivan, along with creative directors, designers, doctors, and the playwright Joanna Murray-Smith, each interior revealed how the objects chosen provided joy and beauty.
When A Life Individual first launched in 2014, it would be the continuum of the photography series Private Viewing that featured in More Space back when the magazine first landed in print, and more recently as a companion to this journal's exploration of projects by Space clients via Eternally Yours online. For Private Viewing, photographers visited the homes of collectors, with every image sharing a personal story about what collections gravitated towards: how they lived and also how their collection of furniture, objects and lights reflected their personality. For Australian architect Timothy Hill, thinking about design as a part of his life was key to his collection, and for Melbourne-based graphic designer Marco Gjergja, each object holds a different story. As he remarked, ‘It could be tins that contain mints, it could be a lovely 19th century mirror from France.’
Dr Terry Wu at his home in Melbourne with the Le Bambole sofa by Mario Bellini and the Mart armchair by Antonio Citterio, both by B&B Italia. Photo c/o Space.
Working with the team at Studio Ongarato, the idea for A life Individual also grew from the observation that very few people were featured in design advertising so the aim became a creative way to present people as the hero of their own interior. ‘We wanted the campaign to celebrate the diversity of our clients, the unique homes and the scope of the collections we sell,’ remarks Michelle McEwen, Space Group Head of Marketing, Asia Pacific. ‘We are all voyeurs to some degree, so I think the campaign struck a cord. Not just for people who wanted to see inside other people’s homes, it became a celebration of our client’s individual style. From conservative and eclectic to everything in between. I think this resonated with people because they could see there are no rules while it also showed how varied the Space collection is.’
'I want to be challenged by art, whereas design needs to be functional and aesthetically pleasing. So, a good design piece I should be able to use without having to be overtly careful about it.'
Dr Terry Wu, Plastic Surgeon and Board Member of ACMI and ACCA
Gwen Tan at home in Singapore with Tufty Time sofa by B&B Italia. Photo c/o Space.
Photographer Shannon McGrath at home in Melbourne with the Ptolomeo bookshelf by Opinion Ciatti. Photo c/o Space.
Dr Trevor Leong inside his Melbourne home with the Tufty-Time sofa designed by Patricia Urquiola for B&B Italia. Photo c/o Space.
Stylist Megan Morton at her home in Sydney, with the Kurage table lamp designed by Luca Nichetto and Nendo for Foscarini. Photo c/o Space.
Megan Morton with the Crono sofa by Antonio Citterio for Maxalto and the Frank side table by Antonio Citterio for B&B Italia. Photo c/o Space.
Melbourne-based graphic designer Marco Gjergja featured in More Space's Private Viewing series, with his Eros swivel chairs by Philippe Starck for Kartell. Photo c/o Space.
The Private Viewing series by More Space, featuring artist Dale Frank in Brisbane with the Corallo armchair by Fernando and Humberto Campana for Edra. Photo c/o Space.
More Space's Private Viewing featuring art collector Clinton Bradley inside his Sydney apartment with his sneaker collection and Jenette chair in canary yellow by Fernando and Humberto Campana for Edra. Photo c/o Space.
Artist Andrea Wilson at home in Brisbane, with the Chee chairs and Parisi table by Tom Fereday for SP01. Photo c/o Space.
Andrea Wilson with Patricia Urquiola's Husk armchairs by B&B Italia and Container table by Marcel Wanders for Moooi. Photo c/o Space.
Stylist Hallam Choy in his Sydney apartment with the UP Series 2000 UP7 Foot, and the Extension chair designed by Sjoerd Vroonland for Moooi. Photo c/o Space.
'Colour is so important to me, it is the foundation and inspiration for my art. With a young family, our home has to nurture us, it has to be practical and adapt and change as we evolve – and it has to make us all feel happy. It really is that simple.'
Andrea Sullivan, Artist
Shot as both film and still vignettes, the first homes were captured by New York-based photographer Adrian Gaut with the art direction of Studio Ongarato, and the second series by Melbourne-based Eve Wilson in collaboration with The Design Files. Delving into often unseen private spaces, the images would become a new reference point for clients who began referring to particular homes when thinking about a sofa, an armchair, an outdoor setting, and further reinforced by the Space community as social media became a platform for the ongoing sharing of new projects.
‘We are fortunate that our community now tags us regularly. It might be their own home or a project they are working on,’ McEwen continues. ‘We love sharing those projects, it’s a nice organic continuation of the A Life Individual campaign and it allows us to continue that inspiration. We talk a lot about being inspired by the spaces we create and sharing the creative ways our clients interpret Space products is exactly that. Sharing ideas builds our community and continually inspires us.’
The team at Space Furniture believes that like life, every home is individual. Continually inspired by the spaces people shape, they want to see more and love it when clients share their spaces via social media. The aim is to build a community of design enthusiasts together – so join the story @spacefurniture
