The Swedish brand Pholc tells its story through its art director Staffan Sundstöm
, the expressive and sophisticated Scandinavian brand specialized in lighting design, talks about itself through the protagonists of its team, particularly through the words of its art director Staffan Sundstöm. Sundstom’s style leaves an impression on a viewer: a slight creaminess of light, unexpected angles and a talent for bringing shadow artistically into a composition. In his home you’ll find a curate fusion of Nordic attributes: “A Danish sense of color, Finnish forms and Swedish pragmatic minimalism” he notes.
“I’m a 30-year-old art director who shoots a lot of photos. I come from suburb of Helsinki but partly grew up in Finland.” “I dropped out of the fine art photography course pretty quickly due to restlessness that took me into an agency at very young age. While it’s something I’ve later come to regret (not the job itself), it pretty much taught me everything I know, on a technical level. But I’ve come to find out lately that the thought-process abd toolset you develop through academia is hard to replace with commercial productivity”.
“I’d say my core approach has always been to keep things as flexible as possible. I rarely tend to be locked into a tripod trying to work out an angle for half a day, I’d rather try and find new interesting compositions as I go along. This I find can bring a whole lot more depth to shooting ‘inanimate’ objects”.
“For me, Pholc really manifests itself as an honest, small family owned design business. It still manages to behave as a brand that’s aware without being pretentious. I’m also a big fan of the way Pholc embraces bold colour and form into its designs.”
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