Going beyond the expected and instead, creating a multi-layered event campaign that celebrates the history of marble, Artedomus’ latest collaboration with Megan Morton is about simple things in life and Elba’s Greek heritage.

Guided and conceived by Megan Morton, with photography by Dieu Tan, this special collaboration recently culminated at the Artedomus showroom for the launch of the latest New Volumes collection.

“New Volumes pushed the boundaries of a single material in its inaugural collection, so we wanted to do the same to celebrate its arrival to the Sydney market,” explains Morton. “The irony of marble is that it has been the material of peasants since the early 18thC, used to keep the pastry cool. Taking our lead from marble’s purity and practical roots, pre-baked and bread varieties are used cheekily to prop each piece but also help demonstrate scale.”

Half and full baguettes show a height of the tables, a loaf baked to fit inside Marsha Golemac‘s Spomenik vase give the viewer an instant idea of what power, presence and potential the pieces hold. Alongside these images, two short films have also been created, sharing the various techniques of making bread using nothing but bare hands, flour, water and a rolling pin on the Wyrie dining table designed by Nick Rennie.

Morton continues – “There is an inherent innuendo when you realise how sensual the act of baking bread for someone is, so the campaign seemed to art direct itself. Using raw materials in basic ways for a new way to consider Elba”.

The result is a carb-loaded series of contemporary, fine-art photographs, a PG and not-so-PG short film and an event that showcases the collections’ purity of design while giving a wink to its birthplace and demonstration of capacities.

An inaugural collection for the home and office by Artedomus, New Volumes explores and pushes the boundaries of a single natural material. For each collection, Artedomus select a distinct assembly of designers to bring the material to life. Collection 01 explores Elba: a rich, complex stone 250 million years in the making. A material with a story, cut by machine and finished by hand into an object whose story is yet to be written. The result is a collection of products that are sincere, serene and strong created to inspire and enhance the everyday.

 

Related: Artedomus Launches Stunning Sydney Showroom Designed by The Stella Collective & Thomas Coward.

 

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[Images courtesy of Artedomus and Megan Morton. Photography by Dieu Tan.]

 

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