Making its debut in January, the new Flexform ad campaign will appear in an array of the most distinguished and widely circulated design, architecture, lifestyle, fashion and news publications.
Star of the campaign is the Campiello sofa, designed by Antonio Citterio and introduced at the Salone del Mobile in Milan, where it received high praise.
Photographer Federico Cedrone directed the ad campaign and the Beatrice Rossetti Studio developed a visual concept based on understated sophistication, a communication style that can be easily traced back to the photographs of master photographers like Aldo Ballo, Gabriele Basilico, Gianni Berengo Gardin, Giovanni Gastel, Mario Ciampi and Maria Vittoria Backhaus, to name just a few of the talented photographers who, in the 1980s and ‘90s, under the artistic direction of Natalia Corbetta, helped craft the Flexform brand identity, establishing its timeless, understated elegance in images that are part of the collective memory.
The new image for the ad campaign returns the focus to the product and to the interaction it establishes with the individual. A young woman is portrayed in the intimacy of a space that is deliberately made to appear abstract through the choice of pure, luxurious materials, like marble, that form the background, and the soft rug upon which the sofa is placed. Upholstered in a sophisticated gray fabric, the sofa contrasts elegantly with the hues in the marble and the rug.
With this image, Flexform inaugurates a new series of portraits that will soon be featuring other seating systems from the company’s collection.