Daniels and West, the new advertising campaign takes its marks

Daniels and West, the new advertising campaign takes its marks

Minotti 2019 Collection Advertising Campaign

The Minotti 2019 Collection’s new advertising campaign began to air in September, starring the new Daniels and West seating systems designed by Christophe Delcourt and Rodolfo Dordoni respectively. Alongside these headliners, the campaign will also feature the outdoor proposals Tape Cord, by Nendo, and Quadrado, designed by Marcio Kogan / studio mk27, all of which were presented during the Salone del Mobile, Milano last April.

Achieving a global reach of 40 countries, the 2019 advertising campaign will be featured in over 160 architecture, design, fashion, news and lifestyle publications. Notwithstanding this large presence, all publications were carefully selected on the basis of excellence, eminence and esteem, placing them in perfect harmony with the brand target. A dynamic, yet harmonious architecture characterises the indoor scenarios present in the new campaign, drawing a fluid space where graceful walls of wood and plaster alternate with large windows. Unexpected combinations of textures and materials reflected in the volumes and materiality of the furnishing elements recreate a concept of home with a bold personality and a sophisticated, contemporary soul.

The options of design for the Daniels seating system is twofold, catering to the demands of extreme modularity and maximum comfort alike. On the one hand, it features a curved amphitheatre like shape ideal for hosting guests. On the other hand, it produces a signature dynamic shape resembling a landscape design due to its regular curves and ellipses interrupting the linearity of the system. Simultaneously innovate and authentic, the Daniels blends perfectly with the Amber storage unit collection to provide a design solution that combines a strong visual impact with a sense of continuity between the softness of the chairs and rigidity of the units. In an effort to realize a continuous and dynamic perception of space, the Daniels seating system provides a fluid and multi-functional indoor design layout.

The West seating system features leather backs portraying a perfect synthesis of design know-how and Minotti’s sartorial savoir-faire. Similar to Daniels, the West model encompasses a binary interpretation due to its corner configurations and unanticipated end elements. The ever traditional chaise-longue version is combined with an original pentagonal chaise-longue, both of which are complemented by the Angie and Shelley armchairs designed by GamFratesi. A range of small furnishing elements and accessories help to create a striking and elegant setting concerning a harmonious dialogue between shapes, patterns and colours. The common denominators among these two seating systems consist of extreme versatility and compositional flexibility, both of which can be further discovered at any and all Minotti flagship stores and authorised retailers, together with the latest ideas illustrated within the 2019 collection overall.

Continuing the style of the indoor collection, the outdoor collection features two arrangements that set the Tape Cord chairs – designed for terraces and all other open-air spaces, including those in constricted urban scenarios – alongside the Quadrado modular seating system and dining table, conceived for large residential and grander hospitality spaces alike.

To find out more please contact the press team at Minotti for more information.

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