New ad campaign | Groundpiece
Star of the new Flexform advertising campaign, the Groundpiece sofa upholds its reputation as a timeless icon – a modular system designed to create countless configurations and effortlessly adapt to different lifestyles.
Dressed in soft natural tones, a light-filled living space open to the outdoor landscape sets the scene for a visual narrative focused on Groundpiece, one of Flexform’s most iconic and recognizable sectional systems.
Through the lens of Robert Rieger, the story unfolds across two distinct settings: two Groundpiece compositions, two interpretations of the same design concept. In the foreground, a corner sectional arrangement pairs easily with other Flexform pieces, expressing comfort and compositional freedom. A woman, the embodiment of spontaneous elegance, and a sleek greyhound curled up on the rug complete the tableau.
In the background, a second configuration expands the living area and underscores the seating system’s versatility. Details, such as the cowhide-clad armrest and backrest bolster cushions, reveal a signature design defined by precise choices and expert artisan craft.
Starting in January, the new campaign will launch in the foremost international design and lifestyle publications, with worldwide reach across digital channels as well.
