With Pierpaolo Ferrari’s new photographic campaign, Artemide shows a radical shift in its language and lends a contemporary slant to the contextualisation of new products. #MDW17
“I can say I treat the object like a person.” – explains Pierpaolo Ferrari – After all these are portraits. Something I also do in my fashion shootings is to try to bring the model’s personality to the surface. In some ways, I always search for the subject’s soul.” Pierpaolo Ferrari certainly succeeds in making the products speak about themselves thanks to the decisive and characterising use of colour and by introducing small features – an apple, a bird, a music note – which eliminate all distractions and produce a mesmerising image.
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Always anticipating the trends, the new Artemide proposals rest on established partnerships – e.g. with Michele De Lucchi who has designed a new maxi version of the immortal Tolomeo and Paolo Rizzato who, with Artemisia, returns to the floor-lamp type and reaffirms the ongoing relevance of the E27; it embarks on new partnerships – e.g. with the duo Neri&Hu who present Yanzi, a poetic design coupling form and light; and it reinforces recent ties – e.g. with BIG which expands on the Alphabet of Light project presented last year, a modular system of linear and curved light components with which to write the letters of the alphabet.