Italian spirit, entrepreneurial vision, artisanal mastery, tradition, and uniqueness: these are the values that guide Ghidini1961’s creative direction for its print campaign, designed for an audience also international.
Set in Villa Arconati, an historic palace, the campaign celebrates design as a cultural and identity-driven expression. Taking center stage is the Abbracci sofa by Lorenza Bozzoli, a project whose name suggests love and friendship, conveying more than a thousand words with elegance and simplicity. A gesture that boosts serotonin, evoking happiness and relaxation.
Abbracci (hug in Italian) is wrapped with soft fabric, embellished with a brass metal tube at the base, underlining its curved and welcoming shape, while the backrest design complements this simple yet important gesture.
The creativity of the campaign is always developed on a double-page spread, to highlight the product without overwhelming the visual space. An approach that enhances detail and allows the elegance of the design breathe.