Creative agency Ray Atelier on the post pandemic future

CREATIVE AGENCY RAY ATELIER

ON THE POST PANDEMIC FUTURE

INTERVIEW


After working together at renowned JoAnn Tann Studio which has a focus on window display, Saba Gedda, Kia Lublin, Cora Hamilton and Elin Skogkvist decided to go on their own mission by opening the creative agency Ray Atelier during 2018 in Stockholm. Tiger of Sweden, Totême and Hermès, are just some of the international brands they have created visual interiors for. In a time when the physical manifestations of a brand is more important than ever their knowledge is in demand.

TNE           How do you view the future of retail post Corona?

RA              We believe we will see many positive changes. As we start to spend more time outdoors, the demand for physical retail will increase again. An already ongoing process will accelerate. Brands are getting smaller and we are seeing more exclusive stores and showrooms. It’s complementing the online experience. In this way, we get to experience the core of the brand. Society has been through a crisis, and it feels like we're coming out on the other side. We get a sense of belonging, and a collective responsibility. The shopping experience, and the general atmosphere around the brand and their universe, will become even more important.

RAY ATELIER

Ray Atelier is a creative agency based in Stockholm offering bespoke design solutions for all type of spatial design.

WORDS

PHOTOGRAPHY

Hanna Nova Beatrice

Andy Liffner

Ray Atelier often reuses props and materials from scenography. These items often become collectibles.

TNE           What's emerging when it comes to visual culture? What new influences are you seeing?

RA              Besides a continuation of an eclectic style, we believe we will see a longing for more positive expressions post Corona. Just like The New Look after World War II, we may see something more cheerful, positive and anxiety-free emerge. Also, we believe that a genuine feeling will permeate visual culture in the form of materials used for example.

TNE           What values can you add to the customer experience?

RA              We are good at analysing the strengths and characteristics of a brand and then creating a world and synchronizing it. We work closely with the brand so that we can plan seasons and months ahead, creating window displays that can be adapted and also set a theme for photography and fashion shows. Reusing props and materials from the scenography is great from a sustainable point of view but also because it creates a united language. Some of the scenography we create is sold at auction houses after use. When we made sculptures for Tiger's 18 stores a man in London went in and bought all of them.

”Society has been through a crisis, and it feels like we're coming out on the other side. We get a sense of belonging, and a collective responsibility. The shopping experience, and the general atmosphere around the brand and their universe, will become even more important.”

Saba Gedda, Kia Lublin, Cora Hamilton and Elin Skogkvist decided to go on their own mission by opening the creative agency Ray Atelier during 2018 in Stockholm. 

TNE           You sent an egg to Vitra, what’s the story behind it?

RA              At the Stockholm Furniture Fair we ran into the stylist Connie Hüsser, who has worked for Vitra for many years, and also run the platform @objectwithlove. She had seen our eggs that we made for the Tiger shop display and ordered an an extra large one for VitraHaus - so now we have a large 120 cm high egg on display at there.


SUGGESTIONS


2021.08.26
2021.07.28
2021.07.23
2021.07.19
2021.07.11
2021.07.11
2021.07.07
2021.06.28