Italian design house Flexform has just released its latest ad campaign, featuring Antonio Citterio’s striking Gregory XL sofa. In tune with a tradition beginning in the 1980s, which saw the maison inviting renowned photographers like Gianpaolo Barbieri and Maria Vittoria Backhaus to capture its designs, the campaign was placed in the hands of art director Christoph Radl and the Milanese photographer Pierpaolo Ferrari.
Elegant, dynamic, and at once classic and contemporary, the Gregory XL sectional is found in a scenario bridging design and fashion. In Ferrari’s series of images and video, the Gregory XL is a fixture in front of a massive floor-to-ceiling wall, chockful of books of all colors. Wrapped in ethereal layers of peach ruffles in a gown designed by Assaad Khalaf, with hair pulled back into a slick bun, the model Anna Cleveland is the only figure in the room. Climbing a ladder to grasp tombs just out of her reach, Cleveland makes a show of showering torn pages onto the cushioned perch below.
Antonio Citterio’s Gregory XL sofa, photo by Pierpaolo Ferrari, courtesy of Flexform.
While the campaign depicts the Gregory XL in a soft gray upholstery with brown leather accents, the sofa can be personalized with options like multiple colorways of linen, velvet, cotton, cashmere, and gros grain, along with different leather and metal finishes. As suggested in Ferrari’s imagery, its cushiony sections can be configured into one unit or multiple seats to create harmony within your space.
Antonio Citterio’s Gregory XL sofa, photo by Pierpaolo Ferrari, courtesy of Flexform.
Antonio Citterio’s Gregory XL sofa, photo by Pierpaolo Ferrari, courtesy of Flexform.
Antonio Citterio’s Gregory XL sofa, photo by Pierpaolo Ferrari, courtesy of Flexform.
