Ad of The Day: Kvadrat Exploration & Emancipath

foam Studio and ZEITGUISED release exploratory commercial project and exhibition film for Danish textile manufacturer Kvadrat.


ZEITGUISED are well known in the art world for their conceptual animated films. foam studio is the company's commercial arm. The two studios have come together for the R&D project which launches today. They have taken Kvadrat's signature canvas textile and have manipulated it to move and shape in ways you wouldn't have previously thought possible - the whole idea being that it will inspire product designers to push their ideas to the limit.

Transition and form meet Kvadrat’s distinct textiles in hypnotising animations that push the boundaries of shape and texture. Art & design brand ZEITGUISED and its commercial visual trend lab, foam studio, show their joint creative potential in this double whammy of textile visuals for textile manufacturer Kvadrat with two unique projects. "KVDARAT Exploration", developed by foam studio, the film explores the textures of Kvadrat’s signature canvas textiles, morphing and convulsing them with almost impossible forms for this non-stretching fabric. 


ZEITGUISED founder Henrik Mauler says “The forms were developed with a combination of purely algorithmic shapes and hand-designed forms. We wanted to experiment with Kvadrat’s Canvas and excite designers to push it to its furthest boundaries. By doing so, we can really test the limits of what can be created in real life, providing inspiration and insight into a key brand product.’


The R&D project was paralleled by a bespoke art film that ZEITGUISED created for Kvadrat’s section of the London Design Week exhibition “My Canvas” at London’s Somerset House in September 2017. “Emancipath” also plays with Kvadrat’s renowned textiles, contrasting bubbling forms with smooth rolling movements. The bubbling shapes are what gives this project its name – they detach, or in other words emancipate themselves from the stark architectural forms Kvadrat’s signature canvas is used for.

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