When telling a story, there’s a secret to capture
listeners: it should come from the heart. Before describing
the facts, people, and objects within a story, we have to
listen to the vibrations they produce inside us; this process
is captivating to both the teller and the listener, because
no matter where we stand, we are all human, and we thrive
on relationships and emotions.
Can a brand also tell stories in such way? It’s not easy,
as it means a certain loss of control to those who recount
stories from a different perspective; this is exactly what we
attempted to do with the VITE (LIVES) project at Foscarini.
We gave the artist-photographer Gianluca Vassallo
and the writer Flavio Soriga, freedom to express themselves
through their gazes and words, freedom to roam in real,
personal environments. The project is a huge departure
from the way design companies typically communicate
to eliminate all imperfection, even though it is part of
all of our lives.
At Foscarini, we have made space for culture with
Inventario, a magazine created to reflect on global design
from an independent point of view; we have transformed
our lamps into characters in Ritratti – a visual storytelling
project with our designs featured as “heros”; we have
narrated the skills of the artisans who make Foscarini lamps
in Maestrie – a special photography and book project
highlighting the talent so key to our success. Now, with
VITE, we have decided to observe the world from a different
vantage point and to talk about light through stories told
by people in their personal spaces.
VITE is a voyage that takes us to cities in the North,
South, East and West, inside real lives of real people. We are
grateful to the people who took part in the project – they not
only opened their homes, but also their lives to us. On tiptoe,
we entered people’s private spaces, and placed our lamps
where it felt the most natural. The lamps became part of
“the everyday” as they characterised and transformed
the spaces they outfit.
VITE is a lens that captures context, experiences,
and memories, as well as a gaze that lingers over minuscule
things that make us realize: beauty is everywhere if we
simply allow it to amaze us.
Carlo Urbinati
Founder and President Foscarini
Foscarini — Vite
Beauty is everywhere, if we allow it to amaze us.
Scopri di più sul progetto: guarda il video
Discover more on the project: watch the video
