Vanguard Furniture paired us with Fanjoy Labrenz, comprised of duo Sally Fanjoy and James Labrenz, to create a video introducing the Blended Modern collection. The result is a stylized piece that captures the spirit of the design intent.
We asked FanjoyLabrenz to convey the essence of the collection, evoking Hollywood relaxing in Palm Springs – a retro vibe with a modern filter and a dash of ethnic influence. We challenged them to avoid literal images of movie stars in order to capture the fresh, new perspective the collection offers.
I recently sat down to chat with Sally & James, and I asked them about their creative process.
BG: How did you artistically respond to our concept for Blended Modern?
S&J: From the start, we connected to BG’s eclectic design, since our own aesthetic is a mash-up of contemporary and 50’s, 60’s, and 70’s influences. To us, it wasn’t a limitation, but a wide-open creative challenge.
BG: How did you create the memorable images you used in the video?
S&J: We have a collection of various objects that, in combination, perfectly illustrated the BG vision: that turquoise Motorola TV, an orange princess phone (we printed your logo for the center), a toy blimp, a collection of demitasse cups from Japan, a 50’s martini shaker, a lava lamp and more. The one thing we were missing was the iconic Olivetti typewriter,
and on the first trip to the Goodwill, there it was!
BG: How did you choose the point of view when shooting those vintage items?
S&J: We kept the shots tight and clean to allow the design to speak for itself, as does the BG Blended Modern collection.
BG: Give some insight into the the way you approach your work.
S&J: We are a team, we are visual thinkers, we love what we do. How can we create a still or moving image that speaks? How can this be the fullest expression of this time and place? How can we excite/provoke/engage?
BG: How do you make everything you create unique?
S&J: By starting every project with a beginner’s mind…
by wondering… wandering…
by breaking at least one rule…
by doing more than what is expected.
Sally and James are extraordinary artists and have had many exhibitions of their work. I asked them to choose a few favorites:
You can see more of their work at: