EIGENGRAU - FW25/26

EIGENGRAU.

The colour of total darkness. EIGENGRAU is a word meaning ‘intrinsic light’ or “brain gray”
in German, aimed to describe the uniform dark gray sheet of nothingness that many people
report seeing in the absence of light. For LIEBESTRAUM, this monotonous shade not only
represents mundanity and status quo that we aim to create our own rules within, but also
the universal nature of our products - objects that are made to go with anything.

The campaign for EIGENGRAU showcases this collection by inserting the products into a
“near-futuristic” setting, one where brutalist interiors, metropolitan casting, minimalism and
elevated mundanity take precedence over eccentricism - solidifying the visual codes of the
label in a manner that is meant to feel curated and intentionally built for lasting impact.