Spain – Mas Creations is a digital-first furniture brand whose designs are translated from renders to real products by local artisans.
One of the first pieces launched by the brand is the Too Much rocking chair, which combines contrasting colours with experimental materials and forms. Designed with velvet, marble and stainless steel, the result is a playful design that takes aesthetic cues from its digital twin.
Mas Creations has also launched a campaign that taps into its digital origins – a response to the cancellation of Milan Design Week – showcasing 3D renderings of each piece set against backdrops inspired by interiors and artists from the 1970s. Ana Hernández, creative director of Masquespacio, the digital agency behind Mas Creations, explains: ‘Due to [Milan's cancellation] and the lockdown in Spain, we decided to focus all our energy into turning upside-down this official launch and creating a universe that mixes digital with photography.’
As reality becomes increasingly digitised, Mirrored Realms are emerging that allow the artificiality of virtual worlds to be reflected in physical spaces and products.