Natuzzi Italia knows it well. Journeys are the territory of design, just as landscapes are increasingly a source of inspiration for brands that have managed to transform their own roots into real strong points. That’s why the company has chosen Puglia, mother-land and muse, as the protagonist of their new promotional campaign. An extraordinary setting with stunning Mediterranean colors that give brightness and harmony – a land that maintains a string, vital connection with the brand’s DNA, becoming the mirror where the identity of the Santeramo in Colle-based company is fully reflected.

Puglia, after all, is the birth region, muse and headquarters to Pasquale Natuzzi, President, founder and designer of the brand. Puglia is also a thousand-year old mixture of cultures, a bridge between the Western and Eastern worlds, where natural beauty and excellent food are a common heritage – just like the wondrous architecture that here is born.

Fil rouge of the whole operation is the word “harmony”, chosen as an archetype that summarizes the brand’s philosophy and that, since its origins, blends together design, performances, high-end materials and colors in order to create unique, harmonious spaces.

“Through our new campaign” said Pasquale Natuzzi Jr, the brand’s Communication and Creative Director “we wanted to share the truest essence of the Natuzzi DNA. We deeply believe in what we have become during a 57-year long history, and in our ability to create beauty-imbued spaces. I believe that beauty, in fact, can make people happy. We managed to do this by drawing inspiration from our land, Puglia”.

“United for Harmony” is the new, strong and clear advertising slogan chosen to accompany the campaign’s images, signature’s shots that welcome a new shooting concept: to bring to plein air the Natuzzi interior design. A call as well as a reference for all, worldwide, who know and admire the Natuzzi Italia collections. The new catchphrase is also an invitation to join the Harmony Club and a real Membership Reward Program that will offer its members exclusive services.

For Natuzzi Italia it is a wholly new approach, removed from the classic iconography of the furnishing branch, winking at the worlds of both design and fashion. The sofas, as well the models sitting on them, pose to the advantage of the camera, becoming a harmonic whole with the rest of the setting.

Four unique locations are the protagonists of the new promotional campaign:

Masseria Moroseta represents contemporary Puglia, a land that has never forgotten its past. The modern, geometrical lines of its architecture, most unusual for a country home surrounded by olive trees, highlight the elegance of the La Scala sofa: a handicraft masterpiece that, in its turn, is also a reinterpretation of an ancient technique – that of capitonné upholstery.

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A sinistra il confort del divano Herman; a destra le linee dinamiche del divano Jeremy

On the left, the comfy Herman sofa. On the right, the dynamic shape of the Jeremy sofa

Casa Palomba (see photo above), a former oil-mill located in the Lecce province and recently renovated by a Milan-based design studio, is the setting that hosts two leading models from the Natuzzi sofa collection: the Herman sofa, with its dynamic shape, and the more essential Jeremy sofa. Together they impeccably furnish the building’s interiors, combining once more tradition and contemporary taste.

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On the left, a reinterpretation of a classic capitonné motif in the La Scala sofa. On the right, the modern design of the Ido sofa

The rural luxury of the Masseria le Carrube, set a few kilometers away from the stunning whiteness of Ostuni architecture, provides an ideal background to the Ido sofa’s ultra-modern lines. A Natuzzi sofa in which contemporaneity and design are beautifully blended, creating a uniquely timeless look. It’s the typical Pugliese whitewashed stone farm with traditional roof tiles – a unique building that is bound to charm anyone discovering Puglia for the first time.

Finally the “trullo”, Puglia’s regional symbol and an icon of the Pugliese tradition and architectural genius. The Philo sofa becomes the protagonist and integral part of the Casa Lella farmyard (see opening photo), a group of “trulli” that have lost their original function to turn into an ultra-modern private home. Once more, the Pugliese rural-chic mood enhances the exclusive style of a unique sofa.

www.natuzzi.it

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