September launch date for the Alexander and Granville adv campaigns, the two seating systems from the 2018 Collection designed respectively by Rodolfo Dordoni and Christophe Delcourt, and introduced in April at the Salone del Mobile.Milano.
The adv campaign will appear in 40 countries in 160 architecture, design, news, fashion and lifestyle publications, all carefully selected from among the most authoritative and prestigious periodicals, perfectly attuned to the brand’s target audience.
Staging for the new campaign features a modern, graphic and incisive mood that blends Japanese-style backgrounds with more materially-textured and rationalistic decorative elements. All expressed in an extraordinarily refreshing, more contemporary style, devoid of ornamental excess. An aesthetic language that finds its core interpretation in the juxtaposition of beautifully textured, unexpectedly hued, quintessential materials like wood, stone, glass, fabrics and leather.
Star player in the new ad campaign is the Alexander seating system, inspired by contemporary, rationalist concepts expressed through dynamic compositions and sophisticated tailoring details. Exquisitely angular elements alternate with curved pieces to create intimate, enveloping settings while modular pieces with high and low backs multiply the system’s versatility.
The image of Alexander alternates with that of Granville, expression of a youthful, contemporary spirit, distinguished by the original, fluid curves designed by the seat back. Modules that differ in shape and size offer space to relax with seating options that range from the more traditional to very versatile.
Russell and Tape armchairs, along with the Lou sideboard, Bender, Damier, Milton, Oliver, Rays, Ring and Shields coffee and side tables, as well as numerous accessories, complete the two settings, visually narrating a stimulating dialog with the surrounding space, ensuring perfect harmony of shapes, patterns and colors.
Common denominator to both systems is their amazing versatility and full compositional freedom. Discover these qualities, along with the latest innovations and most noteworthy products of the entire collection, at Minotti monobrand stores and authorized dealers.