PaperSpecsGallery.com Presents: BassamFellows Fall 2020
Of all the benefits that print offers in our digital world, one of the most often overlooked is “freedom.” Not only can you peruse it anywhere, but its contents are easily clipped and put on a wall, in a notebook, or wherever it is you keep your creative inspiration.
It was this simple fact that inspired luxury lifestyle brand BassamFellows to invest in a delightfully unconventional Fall 2020 print catalog of its furniture at an equally unconventional moment in history.
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Duotones: Selling the Film Noir Fantasy
A luxury lifestyle brand that blends the timelessness of modern classic looks with the warmth, solidity, and texture of the natural world, BassamFellows wanted to convey all of this in its new print catalog. While the coronavirus pandemic was forcing every company to reconsider investments of this kind, the brand recognized just how powerful such a piece could be arriving at a time when direct mail had slowed to a trickle, and recipients were starved for anything of real substance to hold.
Aiming for the rich, mysterious tone of film noir and vintage silver gelatin photo prints, designer Boris Bencic collaborated with photographer Deborah Jaffe and print consultancy Tocci Made to craft this moody Black and White aesthetic.
First, Deborah photographed nearly everything with an iPhone under Boris’ art direction for a grainy, high-contrast look. Next, Tocci Made worked closely with printer Brodock to offset print them on 100-lb. Mohawk Superfine Ultrawhite Eggshell as duotones – Black + PMS 426 Gray – to expand the tonal range of those images.
This, combined with the sheer size of the pages themselves – 20x12.25˝ folded down to 10x12.25˝ – shows off everything from the grain of the wood in a chair arm to the texture of a background wall. So rich are these images, in fact, it seemed a shame to permanently imprison them in a traditional bound catalog.
Loose Leaf Binding: Freeing Your Vision
Knowing that BassamFellows’ target audience of architects and interior designers tend to create mood boards for their projects, they avoided bindings of any kind in favor of a loose leaf approach in which the signatures were folded down and nested one inside another. (This was actually inspired by the loose-leaf photography portfolios of my good friend David Prince. ) And to create the illusion of a real brochure spine, they scored the outer cover. So rich and luxurious are these prints, in fact, they wouldn’t be out of place framed on a wall. And when it comes to ensuring your catalog remains top of mind for weeks and months to come, you can’t ask for better than that.
Sabine Lenz is the founder of PaperSpecs.com, the first online paper database and community specifically designed for paper specifiers.
Growing up in Germany, Sabine started her design career in Frankfurt, before moving to Australia and then the United States. She has worked on design projects ranging from corporate identities to major road shows and product launches. From start-ups to Fortune 500 companies, her list of clients included Oracle, Sun Microsystems, Deutsche Bank, IBM and KPMG.
Seeing designers struggle worldwide to stay current with new papers and paper trends inspired Sabine to create PaperSpecs, an independent and comprehensive Web-based paper database and weekly e-newsletter. She is also a speaker on paper issues and the paper industry. Some refer to her lovingly as the "paper queen" who combines her passion for this wonderful substrate called paper with a hands-on approach to sharing her knowledge.