Absolute comfort, timeless elegance, universal use, technological innovation and material research are part of our DNA. Edra wanted to convey these qualities through the black and white photography of Giovanni Gastel, who is admired for his skill in capturing and expressing the true essence of various products. The new campaign includes Standard, On The Rocks, Pack, Essential and Stand by Me.
The On the Rocks sofa, like all the products in the new advertising campaign, is designed by Francesco Binfaré and is characterized by its Gellyfoam® padding and its ability to design and create many different configurations thanks to its various geometric forms and movable backrests. The Scrigno cabinet by Fernando and Humberto Campana, a mosaic of handmade irregular mirrors, stands out in particular, along with the Cicladi side tables by Jacopo Foggini, named after the Cyclades because they evoke these famous islands.
The Pack sofa is a very striking piece: comfort and elegance are guaranteed by the large, fluffy bear lying on one side, which functions as a backrest. In this image, Gastel and Edra decided to dematerialize the space by choosing a ‘non-context’ to demonstrate the ease with which Pack fits into any room.
The designer also created Essential, which features a ‘smart cushion’ that can be positioned at different angles without undermining its elegance. In the photograph, you can see the Brasilia table by Fernando and Humberto Campana.
The Stand By Me bed is formed of voluminous, mobile backrests that can be modelled as desired. The Cicladi side tables and Scrigno cabinet are also recognizable. Edra’s products reflect the company’s history and boast features that are unmistakably elegant and sophisticated.