Felix Schindele : new visual language for RASCH 1861 wallpaper and the VERITY collection

RASCH - one of Europe’s leading wallpaper manufacturers –and its subsidiary RASCH TEXTILE – set out to create a whole new aesthetic identity for its RASCH 1861 premium range. Claudia Schmidt-Runge (Concept and AD) came up with a little revolution for the business: instead of showing wallpapers on a wall, the products were cut, twisted and folded into sculptures.

The concept was realised by still life expert Felix SCHINDELE in his Munich studio. Due to the nature of the concept, Felix and his stylist Monika Jenner enjoyed quite a lot of creative freedom in the production. Hence, many new and exciting ideas emerged before and during the shoot itself. The credo was “make away with smooth and bland surfaces and create a new-found depth, intensity and architectural visual language instead”.

By now, the new concept has been on display all over the world, most recently in combination with the two other product ranges style and taste of the Home Textile fair in Frankfurt as well as during the furniture fair in Cologne. In any case, the campaign was received with great enthusiasm.

Thanks to Bernhard Holzapfel, the creative director at Rasch, who developed the collection and actively supported the new concept from the very beginning together with the CEO of RASCH TEXTILE Joachim Stock. Post-production by Sebastian Mann from Munich.