CASTOR GIGASHELF by Taxi 2 Toronto for Castor Furniture

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CASTOR GIGASHELF

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Industry Household maintenance & pet products, Home Furniture
Media Design & Branding
Market Canada
Agency Taxi 2 Toronto
Executive Creative Director Lance Martin
Art Director Mike Blain
Released May 2012

Credits & Description

Category: Online Digital Design
Advertiser: CASTOR DESIGN
Product/Service: FURNITURE DESIGN
Agency: TAXI 2
Executive Creative Director: Lance Martin (Taxi Canada)
Designer: Mike Blain (Taxi Canada)
Art Director: Mike Blain (Taxi Canada)
Writer: Mike Blackmore (Taxi Canada)
Interactive Programming: Michael Balders (Taxi Canada)
Interactive Programming: Matt Burtch (Taxi Canada)
Interactive Programming: Carson Shold (Taxi Canada)
Interactive Producer: Saima Khokhar (Taxi Canada)
Interactive Producer: Joyce King (Taxi Canada)
Motion Graphics: Kelly Keenan (Taxi Canada)
Audio Production: Tyler Strahl (Taxi Canada)
Interactive Producer: Hanna Bratt / Kelly Keenan / Kate Fried (Taxi Canada)
Interactive Programming: Peerum You/Matthew Poirier (Taxi Canada)
Media placement: Website - Online - March 25, 2012/ongoing

Describe the brief from the client
Castor, a multidisciplinary Canadian design studio known for odd, yet high-end, artistic furniture wanted a website that would showcase their work and also give a nod to the quirky and distinctly Canadian inspiration behind their pieces.

Describe the challenges and key objectives
Although new pieces will be introduced on an ongoing basis, our challenge was to find a way to make their inspiration the main theme and focus of a site that would speak to all of their products.

Describe how you arrived at the final design
The result was the Castor GigaShelf—an ultra-high-definition image that users could navigate to get a super-close-up look at what makes the company tick.

It was developed using a GigaPan camera, originally built for the Mars Exploration Rover Mission and capable of shooting images with billions of pixels. The camera was used to photograph an actual shelf filled with objects from the Castor studio that the designers use for inspiration.

Users can explore every object on the shelf, many of which are also links to information about the company, their furniture, press coverage, and art shows. There are also plenty of nods to Castor’s unique sense of humour hidden throughout.

Give some indication of how successful the outcome was in the market
Overall, the site has garnered great reviews and has given potential new customers a way to see the designers as more than just furniture makers, but as true visionaries who are making cutting-edge, high-end furniture with a unique Canadian flair.