West Elm Work – BMontano

West Elm Work Collection

Art Direction

2019

THE CLIENT—

West Elm Work is the result of the partnership between Steelcase and West Elm. A curation of existing products, along with new ones created for the joint venture, make up the West Elm Work collection, ancillary products for the office or Work from Home space.

THE OBJECTIVE—

Showcase the products that West Elm and Steelcase had designed collaborative for the work environment, in a way that merges the visual language of both brands.

THE SOLUTION—

West Elm Work launched in 2019 as a brand on its own, so both Steelcase and West Elm had equal perceived ownership. As part of the initial campaign, images for each of the three main products in the collection were required. These would make up the visuals for the retail microsite. I worked with the interior design team at Steelcase and Dart Frog Creative to bring to life ancillary spaces with minimal but curated propping. These were meant to feel like areas that could be part of a house or an office and show a seamless blend of both brands. This was the perfect way to communicate the versatility of the products as well as provide inspiration for how they could be used.

Renderings by Dart Frog Creative. Styling support by Kirsten Foxworthy.