Castor Furniture Design & Branding CASTOR GIGASHELF by Taxi 2 Toronto

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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: Offline Digital Design
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 / Kate Fried / Kelly Keenan (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 is a design studio in Canada that’s known worldwide for making slightly odd, yet extremely artistic, high-end furniture. So whenever they launch a new product, people show up. After they completed their new website, the GigaShelf, they wanted to take advantage of the crowds by showing it off at the launch party for their latest line of furniture.

Describe the challenges and key objectives
The challenge, however, was that since people were already going to be at the show to look at the furniture, it didn’t make sense to draw their attention away from the work by asking them to huddle around a laptop.

So instead, we turned their website into an interactive art piece itself and created a live, touch-screen version to put on display at the show.

Describe how you arrived at the final design
The GigaShelf is a billion-pixel image of a shelf filled with objects the Castor designers use for inspiration. It was shot with a GigaPan camera and transformed into an infinitely detailed website homepage. Visitors navigate the site by exploring these objects, each one carefully placed by the designers in a way that reveals how they think, what they like or don’t like, or how their work has been influenced by growing up in Canada.

The touch-screen version retained the overall experience of the website, except that it was navigated by hand instead of mouse, resulting in a more user friendly, interactive experience for the visitors at the show.

Give some indication of how successful the outcome was in the market
The results were overwhelmingly positive and the site became one of the highlights of the event. Awesome, considering it shared the stage with some pretty impressive furniture made by some of the most sought-after designers in the country.