Minottiitalia, Art Direction — CMP - CMP Design

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MinottiitaliaArt direction - 2012

Welcomethe unexpected.

The project of the 2013 Minottiitalia brand catalogue was developed starting from a careful analysis of its offer of furniture products. These are functional objects, which have unexpected shapes, sometimes capable of solving often unspoken furnishing problems, which therefore create amazement and approval. Hence the idea of the "Welcome the unexpected" payoff on which we modelled the visual project of the catalogue.

Project and direction.

We decided to create a set that simulated an interior, in which we reduced all architectural complexities to a minimum, defining a floor, in light fir boards, a minimal skirting board with a rectangular section, and a white background wall. On this set we have built domestic scenarios from time to time, adding the objects to be presented, a styling kit and making the actors interact, whose costumes we have studied. The photographic project was curated by Federico Villa.

Unity of the whole.

The catalogue was divided into sections for the presentation of the product families, and each of them is introduced and concluded by an apparatus of texts and pictograms, with a discursive presentation and a more analytical presentation on the technical details, the dimensions and the finishes. The drafting of these texts allowed us to highlight the link of each product with the vision expressed by the payoff, and the care of the graphics led to the visual coherence of the whole project.

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