Influenced by the classic surrealists as well as retro science-fiction book covers, Max Loeffler likes looking below the surface of one-to-one visual translations, adding meaning and room for inference by wrapping his illustrations in the dense atmosphere of a surreal parallel universe. Under this unique perspective, Max Loeffler interprets Santoni with a series of visionary illustrations that draw on the very essence of the brand, its love for beauty that takes its form in classic shapes with modern innovation. The colour palette recalls the shades employed by Santoni's artisans in their beautifully crafted hand painting. The stark contrast invoked between classicism and these avant-garde images gives new life to a classic product in its ultimate quest for perfection.
Max Loeffler’s illustration career began with him illustrating album artworks bands after doing his homework. He went on to formalise his creative career, graduating from the Graphic Design department at Hochschule Darmstadt in 2017, and thereafter he began working as a freelancer with renowned clients like The New York, The New York Times, Adidas and Google.