Built for life

SINGAPORE (Sept 30): Matt Lorrain knows how difficult it is trying to grab attention in a world driven by social media. “People swipe by so quickly,” says the co-founder and creative director of SP01, a furniture brand established five years ago. No doubt, at a time when attention spans are shrinking by the day and photos of your friend’s travels on Instagram can rival professional shots, marketing campaigns on the web need to pack a punch. “Imagery is everything these days,” he notes.

For Lorrain, that means shots of SP01’s chairs and tables have to create an impression almost instantly. “They need to speak to people,” he says. While his job scope now includes ensuring the brand’s online visuals stand out, he believes SP01 can also draw consumer interest with its design language and its honest use of natural materials. “What’s unique to the brand is that we have an originating design that extrapolates across different typologies. A mirror becomes a chair. An armchair becomes a dining chair,” he says.

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