Visionnaire around
Everyday evocative
The setting for the new Visionnaire campaign, which appears in
magazines and digital channels all over the world as from September 2019,
is Villa Arconati.
A historical location, defined as the “petite Versailles italienne”, located
in Bollate, just 10 Km from Milan and now a national monument. It was
originally owned by Galeazzo Arconati who, in 1621, redesigned the gardens
taking inspiration from those of Versailles and who used drawings by
Leonardo da Vinci for the stables.
“We drew our inspiration from the atmospheres painted by the great
Caravaggio. Light is the true protagonist of our campaign,” says Eleonore
Cavalli, Visionnaire Art Director. “The poetical atmosphere that we sought to
achieve originates from a wish to create a short circuit between this splendid
location - purposely only dimly lit - and our product, conversely spotlighted
with cool and overexposed light to underline its importance, guiding the
observers’ eyes and creating an emotional language of light. In the case
of the Cà Foscari bed, the light guides your eyes towards its special three-
dimensional headboard and creates this blackout between the Lombardy
Baroque style, with its marvellous pastel colours, and the perspective effect
of the stark light on the product. In the background, other furnishings make
up the room, like the Rosemary armchairs, portrayed with light that is still cool,
while softer and more natural. The intention is to create a new perspective
order that will guide the eyes of the observer.”
The star products are: Cà Foscari living room, Cà Foscari bedroom, Kylo
dining room, Babylon living room, Kobol wellness room, Anthem living
room and Siegfried high bench. The narrative is enriched by the presence
of millennial female figures who, according to their different origins - South
American, Asian and African - symbolically interpret present-day society,
expressing their individuality and their femininity in a contemporary way.
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