What role does a photograph play in launching a new piece of furniture? What would such images look like if they were taken by photographers outside the field of product photography? Celebrating 15 years of furniture design, Swedish designer Alexander Lervik asked 15 leading photographers from the art, fashion and music fields to each pick one of his chairs, giving them free rein to create the image of their choice; as well as challenging them to push the boundaries of what furniture photography can be.