Sleek interiors and perspective views of metropolitan terraces, designed by new creative director Vincent Van Duysen, set the stage for the Molteni Group’s new advertising campaign.
Key features are the new items of furniture showcased at the recent Salone del Mobile: the latest version of the 505 eucalyptus bookcase, the Paul sofa and small Jan tables plus the armchair designed by Gio Ponti for contemporary living and of international inspiration for Molteni&C, as well as the VVD kitchen, Vincent Van Duysen’s first design for Dada. An innovative interpretation that revises the handle-free kitchen in a version that includes a solid stone worktop and a railway-style steel door.
Paul, design Vincent Van Duysen
The new designs, which will appear on the most prestigious national and international newspapers and magazines as from October, will also be presented with the innovative Cinemograph technique, which allows the image to come alive. In fact, the GIFs (graphics interchange formats) animate the images, instantly evoking a particular atmosphere. The videos made in Cinemagraph will be at the centre of the Group’s eco-digital system planning, and will feature on the main social networks (Instagram first of all), corporate websites and the various digital media.
