the fornasetti universe goes digital in an imaginative, immersive online shopping experience

the fornasetti universe goes digital with the unveil of its new online shopping experience — an immersive platform that brings its witty, nostalgic, and metaphorical visual language to the digital stage. a completely renovated website presents the atelier as a novel interactive encounter, yet consistent with its nature and heritage, offering visitors an authentic manifestation of fornasetti’s historic, cultural and creative value. from furniture to porcelain, accessories and more, fornasetti makes nearly a thousand beautifully crafted products available for the first time on a single online shopping platform.

umbrella stand trompe l’oeil ‘rovine’ | silk-screened and hand-lacquered metal | 48 x 67h cm
tray ‘tergonomico’ | silk-screened and hand-lacquered metal | diameter 40 cm
lamp base ‘casa con colonne’ | silk-screened and hand-lacquered metal, with brass rims | diameter 10 x 35h cm
conical pleated lampshade | diameter 40 x 26.5h cm

digital visitors browsing the new website are transported into the history of the fornasetti atelier, retraced step-by-step from its birth in the 1950s under the versatile and eclectic artist piero fornasetti, to the current artistic direction of his son barnaba. this legacy is intertwined with a novel online shopping experience, creating a richly poetic narrative that magically draws viewers into a dreamlike dimension. while everything is still made strictly by hand in the milanese atelier in limited annual editions, fornasetti lovers can now buy the creations from all over the world. in the same imaginative atmosphere that permeates the fornasetti stores in milan or london, visitors can browse the various sections of the site, as if meandering from one room to another, and unearth the history behind the objects and decorations. 

plates from the series ‘tema e variazioni’ | porcelain | diameter 26 cm

in addition to moments that express the legacy of the fornasetti atelier, the new digital universe presents furniture, accessories, ‘tema e variazioni’ plates, table décor, home scents, and more. fornasetti furniture has the uncanny ability to transform surfaces into artistic canvases that depict parallel worlds, with decoration superimposed on the form, and the form inspiring the decoration — see the ‘palladiana’, a curved chest of drawers that bears an intricate architectural façade. accessories encompass creations that turn ordinary objects into multiple of arts — ever-guided by the principle of ‘practical madness’ — to enrich life’s moments with wonder and irony. meanwhile, the iconic portrait of lina cavalieri, which piero fornasetti dedicated an endless series of variations, are expressed in the seemingly-infinite variety of ‘tema e variazioni’ plates, with highly imaginative details and poetic ideas contributing to the ultimate pleasure of collecting them.

umbrella stand ‘solecentrismo’ | silk-screened and hand lacquered metal with a brass rim at the top | diameter 26 x 57h cm

in undertaking this process of digital transformation, fornasetti has partnered with the level group for its expertise in business strategy in the field of e-commerce. meanwhile, the design and planning of the website’s user experience has been entrusted to frank studio, an agency known for its creative vitality.

get lost in the digital fornasetti universe and unearth a multitude of metaphorical treasures, here.

lamp base ‘casa con colonne’ | silk-screened and hand-lacquered metal, with brass rims | diameter 10 x 35h cm
cylindrical pleated lampshade | diameter 25 x 40h cm

vase ‘pensée’ | handmade ceramic | 30h cm

chair ‘bocca’ | silk-screened, hand painted and hand lacquered wood | 40 x 40 x 95h cm

curved chest of drawers ‘leopardo’ | silk-screened, hand painted and hand lacquered wood | 100 x 56 x 86h cm

raised cabinet ‘architettura’ | silk-screened and hand lacquered wood | 70.5 x 35 x 95h cm

cushions ‘solamente’, ‘solingo’ and ‘solitudo’ | cotton and linen | 40 x 40 cm

ashtray ‘mano’ | porcelain | 10 x 16h cm

chair ‘capitello jonico’ | silk-screened and hand-lacquered wood | 40 x 40 x 95h cm

sugar bowl ‘facciata quattrocentesca’ | porcelain | 8 x 10 x 11h cm
tea cup ‘facciata quattrocentesca’ | porcelain | 6h cm
teapot ‘tema e variazioni’ | porcelain | 28 x 12 x 17h cm

tray ‘serpente’ | silk-screened, hand painted and hand lacquered wood | 25 x 60h cm

stool ‘serratura’ | silk-screened and hand-lacquered wood | diameter 38 x 46h cm
curved chest of drawers ‘palladiana’ | silk-screened and hand-lacquered wood with brass legs | 100 x 56 x  86h cm
chair ‘capitello corinzio’ | silk-screened and hand-lacquered wood | 40 x 40 x 95h cm
chair ‘capitello jonico’ | silk-screened and hand-lacquered wood | 40 x 40 x 95h cm

tray ‘malachite’ | silk-screened and hand lacquered metal | diameter 60 cm

large scented candle ‘losanghe’ | otto scent | ceramic and wax | 1.9 kg.
candle ‘architettura’ | otto scent | ceramic and wax | 300 gr.

curved cabinet ‘zebra’ | silk-screened, hand painted and hand lacquered wood |  92 x 33 x 131h cm

project info:

fornasetti online shopping experience: here
photography: pietro cocco
set design: elena mora