Dorf launches The Dorf+ Creative Collaboration with strategic design agency Designworks

Designer bathroom and kitchen company Dorf has teamed with strategic design agency Designworks Australia to launch a stunning Creative Collaboration, partnering with some of the country’s most outstanding artists, makers, and creative influencers.

The Dorf+ Creative Collaboration – conceptualised and managed by Designworks, part of STW – has resulted in a range of artistic results, including a jewellery range and home styling all inspired by Dorf tapware.

Says Pip Ireland, Designworks: “We are extremely fortunate to be working with a client that shared our strategic and creative vision and was prepared to really push the boundaries in the sector. To ensure the overall success of the campaign, we brought in still productions producer Chris Hemmings who helped handpick the artists involved including Phillippa Carnemolla (industrial and jewellery designer) and Natalie Walton (stylist).”

To support and promote the Dorf+ Collaboration, Designworks undertook concepts and ideas, creative direction, management of the photo shoots, video and other content plus negotiation of the commercial contracts of all the artistic talent. Designworks also supported the campaign with the development of several print ads, product brochure creative and in-store support.

Says Ireland: “Dorf is a proudly Australian and style-orientated company, and so we identified an opportunity for Dorf to collaborate with local artists to produce a range of other style-focused products that use the company’s unique tapware as creative inspiration.”

Throughout its 60-year history, the company has aimed to excite with tapware, to enable people to express their personal style.

Says Jennifer Krenich, marketing manager, Dorf: “In turn, Dorf has always been influenced and inspired by the creativity of individuals across a diverse range of industries when developing and refining tapware designs. We are proud to be part of this creative exchange which not only reflects our design values but elevates the brand beyond its tapware.

“Dorf sees tapware as jewellery and fashion in the bathroom; a way for people to showcase their individual taste and style, just as fashion and jewellery can. The bathroom can be a place for people to express themselves creatively through form, shape and materials, just as designers and artists do through their materials. In that sense, this collaboration showcases a perfect partnership.”

The latest collaborator involved in the Dorf+ Collaboration series is Dr Phillippa Carnemolla, an Australian industrial designer and jeweller who develops innovative and accessible built environments.

Says Krenich: “She expresses her distillation of natural geometries through sculpture, jewellery and accessible arts. Sharing with Dorf her core design values with the use of materials, colour and simplicity – the collaboration was a perfect fit.”

Says Carnemolla: “The Dorf plus collaboration has been a wonderful way for me to reflect upon and interpret the processes and approaches to design across seemingly disparate product types – tapware and jewellery. Jewellery is a personal statement, a way to express your personal style. The Dorf range also allows expression of style. I was inspired by the Dorf Epic Bloc range as a fashion piece, a statement in the bathroom.”

Carnemolla produced signature pieces inspired by the Dorf Epic Bloc tapware consisting of a series of intricate rose-gold rings and a statement necklace.    

Dorf also teamed with Natalie Walton, one of Sydney’s leading stylists and influential writers whose work has appeared in premier interior and lifestyle magazines such as Country Style, Frankie, Harper’s Bazaar and Marie Claire.  With both Dorf and Walton sharing several core design values – including timeless simplicity and intuitive design – the collaboration resulted in two substantially different works.  

Says Walton of the approach she took during her time working with Dorf: “It’s always important to me to create spaces where people want to be. I was instantly drawn to the shape of the Dorf Myriad tapware. When I was creating these spaces for Dorf, I wanted to keep at the back of my mind their values about simplicity and timelessness. While it’s fun to play with certain elements, timeless tapware goes a long way.”

The Dorf+ Creative Collaboration series is set to run throughout 2016 and beyond as part of an ongoing program.

Dorf+ Collaboration – Natalie Walton

Dorf Brand manager: Devina Glenzendorf