In our first conversation with the client, they described to us the new Antonio Citterio collection, inspired by the Eolian Islands, a beautiful and characteristic archipelago in Italy. The collection featured different variations of folding tables and chairs named after the different islands of the archipelago. At that time, a trip to the islands is due to understand the ‘architecture’ of the landscape, the rocky topography that makes up this archipelago and the textures that define it. We wanted to describe in images that place that would give name and inspiration to the designer.
We had the opportunity to talk about all the construction details of the product. At the product design level, how this collection differed from other appropriate ones were the qualities and characteristics that they wanted to highlight.
This is the starting point of the Eolian campaign, the place of inspiration that gave the collection its name. The brand and product discourse between exuberant landscape and industrial product was shown, describing through it its functions, qualities and uses.
A reading about Eolian Islands was also inspiration. “The first masters of the islands were the gods and monstrous creatures. Aeolus, the Greek god of the winds, named the archipelago after him and gave Ulysses a wineskin full of favorable winds.” This opened the narrative path for this campaign, projecting a set where the wind and the high volcanic rocks that make up the Aeolian Islands set gave us the two key elements for their abstract representation, combining large-format textiles and ‘the wind’.
Visually we wanted to represent the Eolian Islands as vertical walls that emerge over the sea with all their ‘firmness’ or monumentality, looking for that disproportionate proportion between land and boats similar to the proportion of space and its height with the Antonio Citterio collection.
The structure of the fabrics was visible since we wanted to show the naturalness and simplicity of the installation, in contrast to more elaborate plans and with a marked art direction and focused on the way of portraying the natural landscape.
The narrative of the neutral set allowed us to represent the exterior and interior. Living and Workplace.
From seeing large rocks represented as a contemplative outdoor landscape to adding the wind whom turned the rigid walls into movement, curtains from interior spaces, accompanying the chairs, armchairs, table and chaise longue from Kettal collection.
The contrast between the wild and memorable landscape was sought with the product set studied and designed ad hoc for kettal, where their product was placed on a very clean and clear ‘place or space’ to show the product in all its formality on a stage ‘ white’ to be the simplicity of the design itself that represents the Antonio Citterio collection.
Global brand campaign with a new vision of product storytelling.
Client
Kettal
Credits
Creative direction and art Clara Quintana Studio. Photography and video Ricard López. Producer Antón Briansó and Àlex Rayo.
Special thanks to Antonio Navarro and Marc Martin.
