Visionnaire Campaign

The setting for the new Visionnaire campaign, which will appear in magazines and digital channels all over the world as from September 2019, is Villa Arconati. A historical location, defined as the petite Versailles italienne, located in Bollate, just 10 Km from Milan and now a national monument. It was originally owned by Galeazzo Arconati who, in 1621, redesigned the gardens taking inspiration from those of Versailles and who used drawings by Leonardo da Vinci for the stables.

“We drew our inspiration from the atmospheres painted by the great Caravaggio. Light is the true protagonist of our campaign,” says Eleonore Cavalli, Visionnaire Art Director.

Products

The star products are: Cà Foscari living room, Cà Foscari bedroom, Kylo dining room, Babylon living room, Kobol wellness room, Anthem living room and Siegfried high bench. The narrative is enriched by the presence of millennial female figures who, according to their different origins – South American, Asian and African – symbolically interpret present-day society, expressing their individuality and their femininity in a contemporary way.

Clothing

The sartorial clothes worn by South American Barbara, African Rosalie and Asian Yoomni, were purposely created by Leitmotiv designers Fabio Sasso and Juan Caro for the Visionnaire shoot. Animals were included, moreover, to complete the Caravaggesque mood and present the picture as a symbolic world full not only of human but also animal references: the dog is a symbol of loyalty, the falcon a symbol of freedom, the horse a symbol of pride and purity. A zoomorphic imagery that has always been part of the Brand’s inspirational and expressive language.