New AD Campaign | Loungescape
Debuting in September is the new Flexform ad campaign featuring Loungescape, the seating system designed by Antonio Citterio and unveiled at the Salone del Mobile 2025.
Through the lens of German photographer Robert Rieger, with creative direction by Juma, the campaign reveals a spacious room filled with natural light where fluid architectural lines open toward the surrounding landscape creating a continuum of interaction between interior and exterior spaces. At center stage, the Loungescape sofa effortlessly asserts itself as the focal point – a distinct, recognizable presence. A woman, symbol of sophistication and restraint, lends a sense of poetry, balance and freedom.
Rieger’s signature style – a soft, enveloping visual language – conveys a subtle narrative of quiet elegance: attentive, refined, and thoughtfully curated. As the slogan “Quiet only in appearance” suggests, concealed behind the sinuous shapes and orderly aesthetics of the Loungescape sofa lie years of artisan craftsmanship skill distilled into a design that combines structural innovation and technical know-how.
The campaign will launch in September with international distribution in architecture, design and lifestyle publications, and on digital channels.
