Minotti Alexander Low-poly 3D model

Staging for the 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 unexpected, 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 adv campaign is the Alexander seating system, inspired by contemporary, rationalist concepts expressed through dynamic compositions and sophisticated tailoring details. Squared elements alternate with curved pieces to create intimate, enveloping settings while modular pieces with high and low backrests 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 backrest. Modules that differ in shape and size complement each other to offer a relax space with seating options that range from the more traditional to the more versatile.

Russell and Tape armchairs, along with the Lou sideboard, Bender, Damier, Milton, Oliver, Rays, Ring and Shields low tables, as well as numerous accessories, complete the two settings, visually narrating a stimulating dialogue with the surrounding space, ensuring perfect harmony of shapes, patterns and colours.