Cappellini, the leading brand in the area of formal and conceptual research, the result of cuttingedge
design, launches its new advertising campaign to convey its vision of living. Reflecting the
behavioral dynamics and lifestyle choices of contemporary society, the creative concept is
encapsulated by the claim ‘Smart people love Cappellini’. The main subject of the image is a multiethnic
group of young adults captured in a well-lit setting that is open from an architectural
perspective, and furnished with a number of Cappellini pieces.
The multicultural dimension that defines Cappellini's approach to choosing its projects and
designers, is also underlined by the furniture that appears in the campaign. From the Lochness
table and the Bookshelf, to the Acciaio Lounge armchairs, Cappellini is the protagonist of a
remarkable dialogue between creative styles derivative of cultures both exotic and familiar — to
offer a broad vision of the living space, which emphasize the roots of every project. Occupying a
hybrid space, in which the working and domestic dimensions alternate or overlap, the young
protagonists of the campaign represent the global generation, which in any city across the world
chooses comfortable and friendly living solutions without compromising on style or quality.
'Smart' is the term of which this communication project revolves, reflecting an era wherein
everything is fast and agile, from the use of technology to personal relations, from managing our
work to managing the household. Individuals are increasingly in control of their own lives and free
of pre-conceived notions, enabling one to contribute and define the characteristics of contemporary
life. The home and workplace are the living and common spaces most affected by these changes.