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BRANDING NEWS: Classic tales inspire modern InterfaceFLOR campaign

Modular flooring design company, InterfaceFLOR, has launched a fairytale-themed brand awareness campaign to coincide with Clerkenwell Design Week.

The initiative unveils InterfaceFLOR’s new carpet tile collection inspired by top cultural, social and artistic trends. ‘Once upon a tile’ draws on a mystical interpretation of classic fairy tales such as Cinderella, Goldilocks and Rapunzel.

The campaign features still images for printed media, video for the company’s web site and an editorial magazine – Collections – produced by InterfaceFLOR. The company worked with fashion photographer Michael Woolley.

Michele Iacovitti, vice president of marketing and branding at InterfaceFLOR EMEAI, says, “Our latest collections are right on trend so it seemed only natural to promote and showcase them in a way that is equally of the moment. Modern takes on fables and fairytales are a major theme this year in movies, social events and design, so we decided to explore this mysterious world and delve into the darker side of some of the best-known children’s fairy tales. The result is a visually stunning, dramatic and edgy backdrop which shows off our new collections to spectacular effect.”

The campaign’s fairytale theme will also be used to transform InterfaceFLOR’s showroom in London.