The latest issue of Dwell magazine is not going to win any competition in a fashion runway, that's because this magazine is FAT! Working in the advertising field, I know that you can gauge the economy by how thick are the periodical publications and this is a textbook (no pun) example... anyway, Knoll started a campaign called "what is space?" that looks like the typical Dwell standar photography (nice) with a Saarinen dining set (tulip table + 6 non tulip red chairs (for a change!). The advertisements, conceived by Giampietro+Smith, a New York-based design studio, explore interpretations of the leading question, "What is space?", by featuring classic and new designs (even that both designs are vintage) from Knoll in residential settings, as photographed by Joshua McHugh. The copy, which encourages readers to visit knollspace.com, reads:

What is space?
It's bigger than just a room.
Space creeps out into the hallway.
Space sprawls out on the patio.
It's your home without dividing lines.
Make the most of your space at knollspace.com

The first ad, which will run in the October 2006 issue of Dwell, features an Eero Saarinen dining table and chairs. The second, scheduled for November, features a Harry Bertoia Bird Chair, a Mies van der Rohe Krefeld™ Sofa and Florence Knoll Coffee Tables in a living area. Other ads are in development.

via: knoll.com