8 Oct 2007
Crossing the sociocultural spectrum 
Jane Withers, in yesterday's New York Times, reports that Peter Saville as been hired by Kvadrat, the innovative Danish textile company, to overhaul the company’s visual identity.

Saville says: "The thing that amazes me about Hallingdal (Kvadrat's most famous fabric which has "a tweedy texture in a kaleidoscope of hues") is that one fabric can evoke so many associations. In orange it can be one thing, in gray quite another. From people smoking pot to the dentist’s waiting room. Not many things cross the sociocultural spectrum like that."

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