Nelson Associates had created a website and catalogue for property developer Artesian to promote a new development of luxury apartments near London’s Regent’s Park.
The consultancy was appointed last December, following previous work for Artesian by Nelson Associates creative director Christian Nelson.
Artesian chairman Mark Breen says, ’We needed designers [with] real understanding of the design concept surrounding our development/ minimalism and understated luxury.’
Nelson Associates was briefed to create a website and catalogue that demonstrated the potential of the unfurnished apartments, says Nelson. ’We needed to showcase the impressive 1960s building and minimalist style without just showing empty rooms,’ he adds.
The consultancy worked with fashion photographer Chris Brooks to create the images for the book and website, which were inspired by German artist Thomas Demand.
Nelson says, ’We chose Chris because he doesn’t shoot like an interior photographer. His photography captures sections of the architecture like they are pieces of art in their own right.’
The look and feel of the catalogue (pictured) and the website, which launches this week, is clean and image-led. Nelson says, ’Promotional materials for property developments are usually warm and friendly, but we wanted something purposefully hard and sharp, which flowed with the direction of the images.’