Pedrali is launching #PEDRALITALES, its new 2020 advertising campaign. The 100% Made in ltaly company aims to convey the elegance of the Brand’s lifestyle through its new indoor and outdoor collections, for which it has picked a suggestive location and a celebrateci photographer. The campaign project is curated by Studio FM Milano with the collabor at ion of Studio Salaris for styling.
The eight #PEDRALITALES shots are taken by Andrea Garuti, the ltalian photographer acclaimed for his reportages on metropolitan cities and his collaborations with ltalian and international magazines. Designed by the firm Rebelo de Andrade, the story of Casa 3000 unfolds in a truly suggestive location. With its striking shape and colour, the building soars within a wild landscape of cork oaks and umbrella pines stretching as far as the eye can see in the Portuguese region of Alentejo, in Alcacer do Sal, close to the exclusive Comporta area. The archetypical shape of the house is characterized by clean, simple lines and a bright red colour. The result is a dreamlike atmosphere that evokes the romantic image of a red house at the edge of the woods, like something out of a fairy tale, or the house on the prairie, reinterpreted in a contemporary key. The harmonious and dynamic architecture of Pedrali’s latest collections brings eight scenes to life with four outdoor and four indoor settings. The photographs showcase the products, which eloquently express the interaction with their surroundings. The colour contrast between the red of the house and the nuances of the furniture is particularly impactful, building a constructive dialogue and a link between architecture and design. The first of four outdoor shots feature Soul Outdoor, the armchair designed by Eugeni Quitllet that expresses the concept of pure creativity. A curved aluminium tubular frame, with classical shapes but solid proportions, clasps an ergonomic seat in shaped teak slats, almost like an embrace. The Concrete table by Pio and Tito Toso, with a concrete base and steel column, completes the scene, drawing the eye to a setting where simple, essential forms are given prominence. The following two snapshots feature the Tribeca collection, designed by CMP Design, a modern reinterpretation of classic Sixties patio chairs made from steel and woven material. The true icon is reimagined with new materials: a steel frame, combined with the elasticity of a profile in vertically-woven plastic material that is extremely durable, easy to clean and colourful. Handcrafted with meticulous attention detail, this chair is incredibly soft and comfortable and puts a contemporary twist on tradition with its cutting-edge design and quality. The collection’s versatility makes it suitable for a variety of settings: from a veranda to an open-air garden, in which to enjoy the red house’s romantic atmosphere at twilight. The wireless outdoor lamp by Basaglia Rota Nodari, Giravolta completes the setting with the last outdoor shot, which stages a dehors furnished with Reva, the collection with smooth lines and generous sizes that evokes relaxing and dreamy atmospheres. Its clean design is accentuated by the four tapered legs that support a thin extruded aluminium frame, while the soft cushions offer greater comfort, both for the sofa and the lounge armchair. The versatile and welcoming shapes of the Buddy table stand out against the red wall of the house, which serves as a backdrop and a link between all the scenes. The vibrant outer shell is matched by a warm, homogeneous interior with an eclectic, modern and detailed design while the large windows frame the landscapes and flood the rooms with natural light. Designed by CMP Design, the first setting portrays the living area where natural lighting caresses the sinuous profile of the Jamaica armchair, highlighting the tubular steel backrest, which adds a subtle chromatic element. Characteristic of a modernist collection, the warmth of the ash plywood used with variable thickness on the shell and legs conveys the sense of elegance in soft tones that looks to the past, while reinterpreting the forms with a twist. Within this setting, the Babila table accentuates the 100% Made in Italy design of Pedrali’s furnishings. The second indoor setting presents Remind, the armchair designed by Eugeni Quitllet, evoking the soft sinuous curves of wooden chairs from the late Nineteenth century. Made of polypropylene and featuring a breathable seat and backrest, Remind unveils exceptional attention to detail. Each element is conceived to ensure total comfort and cosiness, as well as extreme lightness. Like a moment suspended in time, the Fluxo table by Luca Casini, characterized by a stable structure and a distinctive personality, with a subtle and elegant design, contributes to delineate this space. The other two indoor #PEDRALITALES shots portray two products that are characterized by the campaign’s hallmark elements: the energy of the colour red, the comforting warmth of wood, texture and their quality. Designed by CMP Design, Folk chair accentuates the concept of simplicity. Its friendly nature, the warmth of ash wood, the soft and compact dimensions seamlessly convey the concept of a chair that speaks a universal language. The solid ash frame embraces the aluminium ring that holds the seat. Designed by French designer Patrick Norguet, Vic is an elegant and cosy chair marked by simplicity. The backrest that lifts from the seat while remaining tied only at the ends is especially distinctive. The resulting opening provides Vic with design lightness and eases the handling. Inox table, which this year celebrates a special anniversary, 20 years since its launch, and Tamara suspension lamp by Basaglia Rota Nodari, that successfully blends style and elegance, complete the scene.