Italian design is a masterclass in storytelling.
Sometimes when you buy furniture, it’s not only about comfort and function, it’s about the story behind it. Italian houses have long been masters of this, transforming launch fairs into festivals, turning functional pieces into art. From Knoll to Aias to Mascheroni, these five examples show how powerful visual storytelling can further bring furniture to life and ensure it resonates over time.
Mascheronis “To Dwell with Grace”
For its 2025 collection, Mascheroni created a meditative visual experience. “To Dwell with Grace” features ethereal visuals and a black-and-white short film paying homage to Italian photographer Gabriele Basilico. Emphasising light, texture, and serenity, it showcases pieces such as the Jazz Ray desk and Andamentolento chaise longue, styled within minimalist environments.
Mascheroni
https://www.mascheroni.it
Alias Time Seating Collection
To mark its 45th anniversary, Alias presented the Time collection by Alfredo Häberli, exploring the fusion of design and nature. The installation features five circular seating arrangements on a platform with flowing water, where tensioned cables give the seats a fluid, three-dimensional form that transitions to flat. These visuals from last year perfectly capture the chair’s flexibility and resilience, making the design all the more desirable.
Vanity Fair XC Imagine Reality Armchair
Photo courtesy of Poltrona Frau
Photo courtesy of Poltrona Frau
Last year, Poltrona Frau collaborated with Fornasetti on a limited edition of 50 Vanity Fair armchairs that come with signed certificates. Each featured Pelle Frau leather printed with Fornasettis Sole e Nuvole patterns – a sun with a human face and moon over clouds. These commercial visuals take its whimsical touch to the next stage, capturing the playful spirit of this limited-edition furniture as collectible art.
Poltrona Frau
https://www.poltronafrau.com/
B&B Italias Tufty Time Campaigns
Photo courtesy of B&B Italia
B&B Italia’s Tufty Time print ad crafted with Saatchi & Saatchi Milan showcase its iconic Tufty-Time sofa wrapped in foil just like a chocolate bar, highlighting its signature capitonné upholstery.
B&B Italia
https://shop.bebitalia.com
Knolls “Modern Always” Campaign
Photo courtesy of Knoll
Since the 1960s, Knoll’s “Modern Always” advertising series depict modern lifestyles while highlighting the timeless relevance of designer Eero Saarinen’s work and other designs. This poster from 1969 features Saarinen’s Pedestal collection, first designed in 1958, capturing the idea of woman liberation. These compelling visuals tell a story of Saarinen’s work enduring appeal and how it evolves over time while staying true to its original vision.
