December 12, 1956, Elvis posed for a photo shoot arranged by RCA for the Memphis-based Hungerford Furniture Company.

The goal was to promote the new “at-home stereo” alongside Hungerford’s fine furniture. The photographer, William Carrier of API Photographers, captured Elvis in a series of striking images meant to merge rock ’n’ roll energy with modern domestic style.

But the campaign never launched. Hungerford executives decided that Elvis’s young fans were more likely to spend their money on records, concerts, and merchandise than on mahogany furniture, and the project was quietly shelved.

Collectors refer to them as “The Lost Photo Shoot” or “The Campaign That Never Was.”

Stay tuned, more to come!