UNVEILING TERRA WITH KELLEY SHAFFER
For the Terra launch, we invited three photographers to capture the "unveiling" of the collection, allowing them to interpret this concept through their own artistic lens. Each photographer approached the collection as something to be discovered gradually, layer by layer. In their work, the collection's essence wasn't simply presented but unfolded, preserving a sense of mystery and intimacy. The images captured emphasized that Terra's allure comes not from direct exposure but from the slow and thoughtful journey toward revelation. We asked Kelley about the concept of unveiling, her artistic process, and her rituals for creating:
What does the concept of unveiling mean to you?
The concept of unveiling suggests a sense of secrecy that protects a creative unfolding and intensification of the subject through a gradual revelation of its detail.
What is your process for infusing your personal artistic vision into product based photography?
My process often begins with an exploration of the object itself, focusing on its intrinsic qualities— form, scale, texture, and materiality. These attributes serve as entry points into my work, guiding the evolution of the relationship between the object and its surroundings to evoke a tension between the tangible and the atmospheric. Each piece is not just an isolated artifact, but part of a larger narrative inviting deeper engagement.
What rituals do you have that prepare you to create?
My primary pre-creative ritual is detachment.
I prefer a clear mental space to rely on my internal, intuitive process versus a commitment to a consistent routine or deep immersion in inspirational sources.
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