Permanent Collection

SOFT Launch: jformento Keeps the Lights on for Tom Dixon

Posted on Wednesday, January 28, 2026

The creative partnership between London-based CG studio jformento and British luxury designer Tom Dixon continues with this elegant study in contrast and texture for the launch of the SOFT shade, the brand’s latest lighting design.

Jonathan Formento: “To help tell the story of how SOFT is made, we introduced a bit of manufacturing romance into the process as a quiet narrative counterpoint. Making things precise, controlled and almost choreographed, they apply the diffusing TPU [Thermoplastic Polyurethane] layer around the welded steel frame, revealing the development behind the product.

“The contrast between industrial accuracy and tactile softness became a key storytelling device celebrating how warmth can emerge from rigor. The film was used across Tom Dixon’s product launch campaign, including Milan Design Week and 3 Days of Design in Copenhagen as well as digital and experiential contexts.”