Finding the perfect spot

Inside the creation of five bespoke settings for Norr11’s FAVE chair, with every detail designed around the product.

Michael Rying · 2 Jan 2025 · 1 min read · Work & experiments

Founded in 2011, Norr11 has always aimed to create designs that spark curiosity. This forward-thinking approach made them an ideal match for exploring a new technique: blending their products with AI-generated backgrounds to create a fresh type of promotional imagery.

For their new FAVE chair, Norr11 partnered with Scenes to craft the perfect settings. Each scene was built from the ground up, starting with the chair's placement and designing every detail around it - from the choice of plants to the softness of shadows and the transparency of the white curtains.

After refining hundreds of AI-generated variations, the process resulted in five unique and striking promotional images.

The images are now an integral part of Norr11's digital communication.

Mixed reality The chair is real and was photographed in the Scenes studio in Copenhagen. The semi-translucent white curtains, along with the rest of the scene, were AI-generated.

Lights on the wall FUJI wall lamps by Norr11 was added to the AI generated starcase wall.

Real lamp - AI shadows The Gallery lamp by Norr11 is made from thin travertine plates, but its shadow - and the rest of the scene's shadows are generative AI.

As Scenes sees it.

By Michael Rying

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