thisisframe

PACHA LOUNGE CHAIR BY PIERRE PAULIN

In his earliest sketches, Pierre Paulin imagined sitting as a sensation, expressed through rounded forms that seem to float and hold the body with ease. From this idea came a new way of sitting: low, generous, and free from convention.

Set within an alpine dreamscape, clouds circle gently, echoing the curves of Pacha. The form drifts between inside and out, lightly touching the ground. Its sculptural volumes feel naturally shaped by time.
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Credits

Client
GUBI

Direction / Design / Animation
FRAME

Wire Ø18 Portable Lamp
VERPAN, design by Verner Panton

We’re pleased to share our first film built entirely with AI, created for VERPAN’s launch of a design classic: the Wire Portable Lamp. At FRAME, we’ve spent 20 years shaping 3D product narratives for leading luxury brands.

This project marks a quiet but important shift. For the first time, AI was the main tool for the entire production. This isn’t a proof of concept. It’s a finished piece for a heritage brand, showcasing a design that’s been around since 1972. The kind of work that demands precise product fidelity and photorealism.

Panton’s Wire Lamp was created in 1972 through a spirit of experimentation. It feels fitting that its newest chapter is brought to life by a tool that encourages exploration once again. AI doesn’t follow a neat, predictable path. It offers a broad landscape of possibilities. Some useful, some unexpected, and a lot downright useless.

Working with it, requires clarity, direction, and a steady hand. When guided professionally, it’s faster, more cost-efficient, and in some ways more creative, without compromising craft. By directing AI deliberately through each stage - ideation, product creation, photorealistic sets, photographic effects, animation, music - we created a film worthy of Panton’s timeless work.

Thanks for the feature .tv