When choosing an object for the mere pleasure of owning it and the feelings it evokes, it rarely matters to the collector if that item is antique or contemporary. With Lanerossi, the goal is to portray precise choices: fabric furnishings that go equally well in domestic spaces as they do in a gallery. Thus, we find ourselves before a collection with a clear identity, built on personal interests and tastes that are shaped over time. In the act of observing, we see much more than just objects to display: a throw and a Borsani chair equally convey values and fantasies, stories and meaning, overflowing with life. The way someone inhabits a space thus becomes the most visible part of that person’s private, impassioned, visceral world. A blanket on a chair or small wooden models on a shelf embody a mindset and even a past, present and future. And, seeing as these items have shaped our place, there is nothing left to do but enjoy them.
Since 1817, Lanerossi has designed and produced interior textile products from pure, natural materials, including all categories of wool, working them with expert artisan care and attention. High-quality blankets, throws, bedding and cushions improve the appearance and feel of any room. Lanerossi products help people turn their houses in places that reflect them, and inspire architects and designers as they furnish spaces.
Think Work Observe conceived a new brand narratives for the company, whose identity has been shaped by collaborations with respected artists, designers and creatives such as Bruno Munari, Bob Noorda, Armando Testa’s advertising studio, Pino Tovaglia, Salvatore Gregorietti and Claudia Morgagni. In this first catalogue we have imagined a collector’s room, and a story behind it. Following the art direction and the production of the campaign, we worked close to Lanerossi editor Giulia Pivetta, the photographer Andrea Ferrari and the stylist and set designer Elena Mora to highlight and rethink the visual heritage of the Italian textile brand.
Filed under: art direction, corporate design
Marzotto Home: A Tale of Memory