Studio Truly Truly new Leolux art directors
Upholstery manufacturer Leolux has recruited the founders of Rotterdam-based design agency Studio Truly Truly as art directors.
Australian couple Kate and Joel Booy will be responsible for products, photography, social media and stand design.
The latest catalogue features photography directed by the pair, who designed the previous two Leolux catalogues.
The first products under their direction will be released in the autumn.
Leolux approached them after they designed last year’s Das Haus installation at imm Cologne. It says the move is designed to give it a greater international presence.
‘What Truly Truly has in common with Leolux is a striving for originality,’ says Kate Booy. ‘Leolux is a brand with guts. It has a long history of creative and bold designs with sparkling colours and expressive shapes. We want to build on this tradition, although our style is more reserved. But that's a good thing, because in this way we take each other out of our comfort zones and create an identity that is surprising, but in which Leolux remains recognisable.’
‘The pleasant and successful collaboration during the production of the catalogues brought us even closer together,’ says Sebastiaan Sanders, Leolux ceo and co-owner. ‘With Kate and Joel we have not one but two experts in the field of design and graphic design. Young and enthusiastic people with a clear vision, giving artistic direction and coherence to the Leolux brand. Because of their Australian roots and their knowledge of the European market, they are able to build an international bridge. We are proud that we were able to bind this talented team to Leolux. We are counting on a very fruitful collaboration with which Leolux can further distinguish itself internationally.’