Maynooth Furniture
Irish craft has international credibility problems — the market assumes it means folk-adjacent or heritage-nostalgic. Maynooth's work is neither. The art direction had to recontextualise the brand without erasing its origin.
We shot an eight-day campaign across three locations in Ireland and one in Berlin, pairing the furniture with contemporary interiors rather than traditional ones. No peat, no fields. The editorial language references Japanese and Scandinavian restraint while the copy foregrounds the specific materials and makers. Every shot is lit as a still life.
The new site launched with a 40% increase in enquiry-to-commission conversion. Two pieces were acquired for a Berlin showroom within six weeks of launch. The campaign was cited in three interior design publications as a reference for craft brand positioning.
Craft earns its context. You just have to put it in the right room.
The Berlin shoot was the turning point. Seeing Maynooth pieces in a contemporary Berlin apartment answered a question the brand had never been able to answer before: does this work outside Ireland? It clearly did.
- Category
- Web design
- Year
- 2021
That's the whole set — for now. More case studies are always in the works.
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