“ITALIAN MASTERPIECES” The new Poltrona Frau campaign
Elegant and majestic architecture. Ceilings at times completely frescoed. Nothing else. A wonderfully Italian space. And at the centre of the scene, a single furnishing: an icon of contemporary living. An aesthetic coupe de théâtre followed immediately by the feeling of perfect harmony. “Italian Masterpieces”.
For its new campaign, Poltrona Frau has chosen some of the ancient palaces, vast dwellings and historic rooms that make up the extensive heritage of Italian art, from Venaria Reale in Turin, Palazzo Corsini in Florence to Palazzo Colonna in Rome. Each one is an exceptional location, where the individual Poltrona Frau furnishing offers a synthesis of the values intrinsic to the brand and to Italy.
With “Italian Masterpieces”, the brand takes a modern “grand tour”: an evocative journey of discovery to places of art which, although secluded and at times hidden, are full of charm and beauty. Masterpieces that abound in Italy's towns and countryside. Architectural masterpieces and wonderful interiors that tell a story, a tradition, a vision of the world that forms the company's DNA.
For over a hundred years Poltrona Frau has absorbed its love of the most authentic Italian excellence. A heritage of art and culture where the brand's roots run deep. A horizon of thoughts and ideas that creates the intelligence of the hands of our craftsmen so intrinsic to Poltrona Frau's raison d'être.
Advertising agency: STV DDB
Photography: Giovanni Gastel
15 October 2020
Vanity Fair XC becomes extra-large for the preview of De...
Vanity Fair XC, born to celebrate the 90th anniversary of Vanity Fair, a Poltrona Frau symbol and archetype of the modern armchair, wa...