The artistic concept behind the Molteni Group’s new advertising campaign is inspired by real, sophisticated architectural projects designed by creative director Vincent Van Duysen. The latest collections of the Molteni&C and Dada brands, presented at the Salone del Mobile in Milan, will appear from October in elegant settings, perspectives and metropolitan environments.
A wooden beam ceiling, the series of large windows with distinctive frames that overlook a large, green, angular terrace, white walls with exposed bricks that give the walls a textured look, the tasteful use of colors such as sage green and off-whites: these are the elements that make up the set design, created to effectively enhance the brand’s philosophy and the lifestyle that it aims to communicate, alongside the products that star in the campaign: the eucalyptus wood 505 bookcase, in its new design, the Paul sofa with the Jan tables and armchair designed by Gio Ponti for contemporary living featuring the international inspiration of Molteni&C and the VVD kitchen – the first designed by Vincent Van Duysen for Dada – which reinterprets the kitchen without handles, in the version with the log top and “railroad” steel door.
Not only newspapers and magazines, but also digital will benefit from this renewed image: the new subjects will be displayed with the innovative Cinemagraph technique in GIF format and the images will come to life on social networks (Instagram in particular), increasing the emotional effect.
