Unexpected by nature.
Kohler x Arsham strikes again in 2025.
Landshapes is a collection imagined by an artist, Daniel Arsham, and crafted by Kohler. Blending the organic, whimsical details of the collection with the beauty of the nature, the creative idea evokes the joy and desire of unique design to those tastemakers through this truly unexpected collaboration.
The unexpected starts with location.
To challenge traditional design boundaries, I placed Arsham’s surreal sculptural bathtub and jewel-like faucet handles in the rugged elements of Whistling Straits and Lake Michigan. Art-directing the full motion and photography production, leading to a collection of whimsical key visuals.
They actually sparked theories the campaign was AI-generated (rest assured, no prompts were used, and the Scottish Blackface sheep on-site were entirely real). This bold direction built immense global hype across OOH, social, and luxury design publications, ultimately generating over 4.4 billion impressions.
The scope: conceptual development • art direction - photo & film • print & digital design • event production
“Unexpected by Nature” – OLV/CTV
Scaling a visual identity across digital, print, and the streets of Brooklyn.
My focus on the overall execution was the creative evolution of the campaign idea, as it scaled across digital platforms, print media, and the streets of Brooklyn. After translating our editorial assets into an interactive digital home tour showcasing the collection in situ, we paired a major Architectural Digest feature with a sweeping OOH takeover. This strategic direction turned a product launch into a cohesive, immersive world that made an disruptive impact on screens and New York streets alike.
From Daniel’s POV - Behind the Design.
Collaborating with Daniel Arsham on our first landmark project in 2021 was a defining moment that truly shaped my understanding of how a visionary artist moves through the world. From how he draws inspiration from his surrounding to the meticulous execution of his work, I wanted to invite our audience directly to peek at that creative journey. By building a narrative around his unique POV and an uncompromising faith in craftsmanship, we designed an editorial storytelling experience that deeply resonated across our organic and earned media channels.
Highlights
Effectively reaching the niche, luxury audience, the campaign’s strategy placed the creative on high-impact, premium media placements, surpassing the first year goal, 3.5B impressions, and on paid social media ads, increasing the traffic to digital destination by 20%.
The campaign visuals were featured in:
Creative Lead: Jin Kim (Art Director) Concepting, Art Direction – Photo & Video, Design – Print & Design Layouts,
Kiernan Miller (ACD - Art Direction)
Creative Direction: Ewa Lonska (Creative Diretor, AD), Beth Kerin (Creative Director, Copy)
Photography: Sammy Reed, Andrew Glatt
Production Co.: Makers (Director for Tub on Cliff Production: Simeon Pratt)
Producers: Adam Muggenthaler, Tasha Peterson
Retouchers: Ronald Jape, Black Point Studio
Videographer: Ross Monagle, Peter Whelpley (Motion Graphic)
Editors: Miguel Barbosa, Ross Monagle
Graphic Designer: Joanne Rached
Production Art: Tara Wasmer