3st at AIGA Design Week and NeoCon: HH Collection for Holly Hunt

Custom luxury furniture designer Holly Hunt invited Rick Valicenti/3st to direct a keepsake-quality catalog to elevate the perception of her already luxe brand as well as introduce her most ambitious furniture and lighting collection since opening in 1987.

Join us June 11 at Open Secret Studios for an exclusive AIGA Design Week event. Designer Rick Valicenti and Milano-based photographer Tom Vack will pull back the curtain and share their collaborative designer/photographer history and creative synergy.

Known for a look that is consistently at the forefront of style and quality, HOLLY HUNT showrooms and collections have lead the industry in luxury home furnishings and textiles. This occasion carried with it a more ominous mission– this collection needed reignite her global leadership role in the luxe furnishings market by creating a buzz which would precede two new showroom openings in Sao Paulo and Paris.

Rick Valicenti and Holly Hunt have worked together on and off for over two decades, but this occasion began like no other. Holly offered one of her Holly-isms which served as design brief to some and a mantra to others – “the aliens have landed and they’re pretty.”

The design approach was simple: marry sublime imagery with a minimal amount of typography and beauty will ensue. Vack photographed the collection in collaboration with 3st programmers/sound artists, John Pobojewski and Cameron Brand. Art direction and staging by Valicenti and design by Valicenti and Robyn Paprocki.

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For a review of the presentation during AIGA’s design week, visit the Dordt College Student Group blog.