Iso Poster M Shoes.
Photographer Erik Wåhlström is someone who follows his gut feeling. It told him to give up on a career as an architect and follow his passion for photography.
And it led him into a collaboration with One Nordic. ‘We had long talked about working together, me shooting their collection for a campaign.
But then we started looking at prints from various shoots that hadn’t been used and realised there was already something valuable there.’
Erik, who has shot for Nowness, Helmut Lang, Monki and Port Magazine to name a few, favours depicting milieus, people and spaces before pure architectural photography, which might have been a natural progression from his former profession. But his images still carry an inherent element of the spatial, an awareness that the tension between objects and shapes are as important as the objects themselves. ‘Even in shoots I’ve done for interiors magazines like Apartamento, it’s the human aspect I rate rather than the structural.’
For One Nordic’s series of prints, he has as always shot on film, rather than digitally. ‘It gives the images a different expression, it’s more airy, almost creamy. Film also makes images more real, which is an increasingly attractive quality for many in this digital age.’
The prints for One Nordic are part of the company’s extended lifestyle segment, accompanying the furniture and lighting. ‘The images work really well with the existing products, and as parts put together make a much greater whole,’ concludes Erik.
The sizes are 70 x 100 cm.
Printed on 200 g Galerie Art matte paper