One retailer had a vision of developing a product line that would delight their guests by bringing semblances of nature indoors via wall décor. In partnership with New Era Portfolio and a minimalist nature photographer and blogger Mary Jo Hoffman, the product line came to life and is known as STILL.
West Elm brought the vision and inspiration for the product line by sharing photographs of nature such as flowers and leaves pressed between two pieces of glass.
The question became, how can we develop and produce something similar and scalable for the wall art category? After some research and refining the vision, West Elm discovered the perfect aesthetic in the work of artist Mary Jo Hoffman and her blog, STILL. The blog is dedicated to finding aspects of nature and capturing the simplicity and beauty in things around her on a daily basis.
Mary Jo worked directly with New Era Portfolio’s Creative Director, Austin Blonde alongside Director of Client Relations, Brooke Elliott and West Elm’s Buyer, to perfect the illusion of flowers, feathers, pebbles and leaves pressed between two pieces of glass.
Creating the art took time, iterations and teamwork across all three parties but the final product as well worth the wait.
The production process was another fun aspect to tackle. New Era was responsible for testing materials, production methods and sourcing the perfect frames. Choosing to print the images directly on acrylic glass gave the art the exact look West Elm was aiming for and aligned with Mary Jo’s mission to keep it minimalist and natural looking. The gold frames that were sourced gave the images that last pop to really complete the product.
While the project took time and immense collaboration across multiple parties, the finished product is something all three can be very proud of.