Stockholm 2016: too many furniture brands don't understand the importance of good photographic styling and would benefit from hiring designers as art directors, says Jasper Morrison.
The British industrial designer believes that companies should call on designers to help create imagery that will catch a customer's eye, and to avoid "terrible" photography that can "sink a product".
"Most customers discover the furniture through magazines and websites like [Dezeen]," Morrison told Dezeen. "So it is really critical. I don't think many companies get that. You see the terrible shots they do."
"I would like to be more involved with presentation," he added. "It's really important. Bad photos will sink a product."
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Morrison is considered one of the world's best industrial designers, and has created products for many renowned design brands. A retrospective exhibition of his work spanning four decades will open in Zurich this week.
Morrison spoke to Dezeen at this week's Stockholm Furniture Fair, where he is launching a collection for Danish brand Federicia. He also designed the display stand for the brand, creating a workshop-style floor using ash wood blocks arranged so their end grain faces up. The blocks are mounted onto panels, so the pieces can be lifted out and reused.
"This floor ...