Telling Tales Vol.2, new pieces for the innovative catalogue of novelties by LZF Lamps

Telling Tales (a collection of illuminated stories), is the name of LZF's communication campaign for 2016. If at the end of January we introduce you this campaign and the Vol.1 Julie&Nelson, now we show the Vol.2 Lana&John. An extraordinary, different and innovative way to present its 2016 collection.

Mariví Calvo created the campaign based on three ideas that would make this catalogue different from previous ones: the images were to be set at night, providing an opportunity to showcase the lamps when lit; the focus was to shift from spaces themselves to the human beings that inhabit them; and the catalogue was to move away from traditional formats and to be a work of artistic creation.

Telling Tales is now a collection of hundreds of photographs, six stories and several hours of filming. The public will get a chance to see the selected images and read the stories through their social media channels, Magazine No. 3 and in a special, six-volume book edition that will appear periodically throughout 2016.

The machinery of seduction is up and running and like in the big films, the team credits are featured in a prominent place. Read more about this campaign here.

01 Lana&John

Lana hardly ever leaves her apartment. She likes to get up early and open the window while the silence is still outside. She lives on the other side of the avenue, on the seventh floor, just like me. Every day she sings softly. Her songs are sentimental and I have come to know them by heart. I think she is in love. Women always sing when they are in love, and some of them even forget to turn off their bedside light.

Around noon, she goes into a different room to take her cello lesson. I can’t see her teacher but I can hear him: he has a voice that sounds like a soft summer. Lana's teacher is Russian, as so many cello teachers are. The serendipitous notes from her cello blend in with the sound of the cars driving down the avenue at that time of the day. I use moments like these to organize my brother's book keeping (he has an ice making business with home delivery).

Today is too hot and Lana draws the curtains. She's gone. I mean, I can’t see her anymore, but I can still imagine her, slowly tracing each decision she makes. She says goodbye to her teacher with a kiss on the cheek, she turns the fan on... Someone calls at the door. She takes her time to respond. It's my brother who has come to deliver an order of ice. Together, they walk accross the dining room; a few drops of water fall to the rug. I call her Lana because that's what I’d like to be called when I get to her age.

As the sun sets, Lana opens the curtains again, hoping that the breeze will blow in from the harbour. John has just arrived home. He came in without knocking and I imagine he must be her husband, because he askes her, as he does every day, for a glass of scotch with lots of ice. There will be no fire in the hearth until winter. John doesn’t realise that Lana is in love. Lana loves slicing lemons and listening to that sour sound which is so different from the sound of the cello.

Project Director: MARIVI CALVO
Photography: MARIA MIRA & CUALITI
Art Direction: MASQUESPACIO
Texts by: GRASSA TORO
Digital Post Production: CUALITI PHOTO STUDIO
Managing Producer: ESTER COLOMINA
Costume Designer & Props: ROCÍO PASTOR
Set up LZF: JAVIER MARCO, DRAGOS BAUER, JOSE SALES
Assistant Photographer: SANDRA YUGUERO
Make-up Artist: VERÓNICA PASTOR
Video by: JAVIER CANO https://vimeo.com/151895849

Source: LZF Lamps

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