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 locations. Art-directing the full motion & photography production, I wanted to bring my vision to life by placing Arsham’s sculptural bathtub and jewel-like faucet handles in Kohler’s Whistling Straits Golf course and Lake Michigan.
(yet, so the outcome was unexpectedly peculiar that it made some suspicious of ai… but no, only the real Scottish Blackface sheep were invited. )
The creative contributed to the remarkable increase in brand awareness. The campaign’s social media ads, OOHs and luxury designs & architecture magazines built the hype among the audience, and resulted in over 4.4B impressions across the channels.
The scope: conceptual development • art direction - photo & film • p rint & digital design • event production
“Unexpected by Nature” :15
Scaling a visual identity across digital, print, and the streets of Brooklyn.
I led the creative transition from magazine and video assets to a digital home tour, showcasing the collection in situ. After the successful feature with Architectural Digest, we brought the campaign’s vibrant palette to life through a large-scale OOH takeover. The result was a cohesive, immersive world making the splash on the screens and New York streets.
From Daniel’s POV - Behind the Design.
Meeting Daniel Arsham in 2021 for the brand’s first collaboration really opened my eyes to how artists think and live every moment. From how he takes inspirations from all around, to bringing that inspiration to life, I wanted to share that creative journey with viewers. The narrative storytelling of his artist POV and faith in craftsmanship resonated to the brand’s audience on multiple owned 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