natuzzi: behind the scenes campaign shooting in apulia, italy

salone del mobile 2017: there are still places in the world that remain authentic, that haven’t succumbed to a globalized look, where people are true to their origin and traditions. located in the south of italy — more precisely on the heel of the boot — sits puglia, a land surrounded by water and occupied by olive trees, grapes, harmony, and hospitality — a well-kept secret from the more well-known towns and cities of italy. within it lies natuzzi, the foremost italian furniture house, founded in 1952 by pasquale natuzzi. the company’s core methodology is based on the strength of its connection to the region, infusing the area’s creative energy and zestful disposition into their products.

recently, designboom had the opportunity to visit the remarkable land of puglia up close. while there, we got a behind-the-scenes look at how natuzzi translates the region’s positive energy into an editorial short film that puts the company’s high-quality leather furniture center stage.

(above) image © designboom
(main) images © designboom, salva lópez, masseria moroseta, natuzzi, studio CD

for the past four years, natuzzi has focused its energy on developing new ways to engage with their customers, a diverse pool of ever changing consumers with a consistent interest in fashion and design. to link these two worlds, pasquale natuzzi junior — communication director and deputy creative director of natuzzi — has teamed up with photographers, videographers, and directors familiar with the world of fashion to produce a series of branding campaigns and short films for the manufacturer.

image © designboom

‘the communication concept is based on working on three different dimensions: product, people, and emotion,’ comments pasquale natuzzi junior. the branding campaign—photographed by joseph cardo—consists of five images showcasing this multidimensional level of language, while the film—directed by luca la vopa—brings to life in seven to eight minutes the story of a group of friends that travel around puglia discovering the land. beyond functioning as part of the publicity campaign, the latter will also be presented in a number of international film festivals.

image © designboom

together with the branding campaign, natuzzi will also unveil the harmony club, a movement that brings together those who believe in beauty, in joie de vivre, and in respect for others and the environment. this effort—born from the italian quest of mastering the art of living—results in the ‘united for harmony’ initiative that aims to create an undeviating relation with those who share the same principals, through it’s first event at the 2017 international furniture show in milan, followed by other design capitals.

image © designboom

puglia is part of natuzzi’s DNA; they are proud to invest and believe in it, and regularly draw on it as a well of creative motivation. on this occasion, the idea was to present the spectator with locations that would match the contemporary aspects of natuzzi’s designs. a difficult task, it led the team to search for places that have been reinvented, revamped, and restructured, sites that would allow the team to stay true to the rich traditions of the region while also exhibiting a contemporary air. located in sogliano cavour, the ‘ex frantoio house’ served as one of these locations. designed by milan-based palomba serafini associati, part of the building’s charm is that it has been transformed from an olive oil press into a home that, although simple in aesthetics, is rich in natural light and history.

image courtesy natuzzi

in contrast to the revitalization of the ‘ex frantoio’ house, masseria moroseta is a white stone farmhouse built in 2016 using traditional techniques and local materials. designed by andrew totter, the structure was influenced by old-style farmhouses native to the land. the house portrays natuzzi’s search for harmony—visible in their designs—and the well-being of their land. such is their dedication to this quest that the team founded the ‘harmony club’, a movement that brings together those who believe in beauty, joie de vivre, in respect for others and the environment. the result is a campaign that gives a glimpse into the world behind natuzzi’s made in italy stamp: a world that is 100% made in puglia, by puglian people.

image courtesy natuzzi