In a new campaign, the Italian manufacturer Pedrali is relying on a collaboration with Studio FM Milano and Studio Salaris to stage its latest collections, in a shoot by photographer Andrea Garuti. The strong point ? An exceptional place, the Casa 3000, which seems a perfect setting to welcome all these novelties, in an immersive layout.
Located in the Portuguese region of Alentejo, Casa 3000, produced by the Rebelo de Andrade agency, covers 500 hectares, like a touch of color that stands out in the surrounding green. This is where Pedrali has chosen to stage its latest products. This exercise in style is also an opportunity to come back to the different collaborations of the Italian publisher with designers: the Tribeca collection with CMP Design, which reinterprets the sixties seats, the Reva sofas by Patrick Jouin with generous comfort, which can be imagined both outside and inside, the Soul and Remind collections by Eugeni Quitllet, the Vic indoor armchair by Patrick Norguet, the Fluxo table by Luca Casini, the Giravolta lamps in different variations… An opportunity also to imagine a presentation. original situation of the products, by the power of the contrasting decoration between a red house and a strong green setting, and an enhancement of the elegant lines of the seats.
Pedrali: collaboration with the designer Eugeni Quitllet
In the issue 202 of Intramural , a tête-à-tête with Eugeni Quitllet reviewed this meeting between the Italian publisher and the Spanish designer. Extract.
“The Soul and Remind chairs, fruit of the collaboration between the most Parisian of Spanish designers and the Italian furniture publisher Pedrali, perfectly synthesize the vision of disonador – contraction of “designer” and “dreamer”, in his native language -, between respect for industrial constraints and lyrical flights. Decryption.
For this first collaboration, you designed not one, but two chairs. Is it an object that particularly inspires you?
Above all, I try to understand the DNA of the companies with which I collaborate and to listen to those who manage them… When I met Monica and Giuseppe (the children of Mario Pedrali, founder of the brand, editor’s note) , each of them told me their vision of the ideal project. For Monica, it was about combining several materials. This is where the organic lines of Soul appeared to me, almost instantly, whose structure in injected polycarbonate and solid ash plays on the contrast between synthetic and ultra-natural, which is one of the characteristics of my formal language… Guiseppe rather wanted to add a monobloc chair, at the same time economical, light and stackable, to the catalog of Pedrali. Remind combines these qualities with a retro-futuristic aesthetic that is both clean and familiar. In Latin as in English, remind means “to remember”, but through the prism of emotions… It is a nod to my philosophy, which is more intuitive than functional.
Although very different, Remind and Soul both revisit archetypes from the past. Is this a way of creating emotion to guarantee their durability, at least affectively?
No, I am not nostalgic. The past is what it is and does not serve me much … But it is true that my design is above all emotional. And emotion creates respect. I try to make each of my creations as beautiful as possible so that its future owner feels responsible. Because beauty generates sustainability. ”
Celine from Almeida