iQ Loop Photography and Film for Tarkett

iQ Loop is a collaboration between Note and flooring company Tarkett that aims to change perceptions of waste by introducing the brand’s most sustainable vinyl collection to date. To document the launch of the collection, Note art directed and produced new photography as well as a film. Our aim for the photography was to stay true to the function of the material as flooring, curating a series of images that capture optimal perspectives for showcasing the floor in a contextual setting. For the hero images, we opted for a bird’s-eye view of a range of wall-free spaces — a novel approach for presenting the floor as the focus. Combining both artistic and realistic elements, the images offer a graphic and intriguing expression with an emphasis on texture, depth and shadows. Various interiors were evoked using furniture and props to inspire people to incorporate the different hues of grey.

For the film, we teamed up with Noerd and a crew of freelance creators to showcase the making of iQ Loop — from initial concept to final product. Our aim was to underscore the importance of every contributor involved, whether it be the architects, flooring installers, construction crew, or the people working at Tarkett. Without the collective efforts, iQ Loop simply wouldn’t exist.