The company immediately understood the importance of image and communication and, in 1969 entrusted the design of its logo to Pino Tovaglia, a visionary creative spirit, graphic designer and architect (also creator of, among others, the logos of Pirelli and Alfa Romeo).
Starting in the 1980s, narration of the elegant world of Flexform, under the art direction of Natalia Corbetta, shifted towards the intense expressive impact of black and white chiaroscuro photographs in the ad campaigns, all shot by exceptional photographers. Stripped of everything but emotion, the shots of the great masters of photography – Aldo Ballo, Gabriele Basilico, Gianni Berengo Gardin, Giovanni Gastel, Gian Paolo Barbieri, Maria Vittoria Backhaus, Mario Ciampi, Fabrizio Ferri – traced the contours of a unique, original narrative dimension.
The exquisite elegance inherent to the Flexform style was narrated in shots that – given their originality and intensity – entered into the collective memory and positioned Flexform among the brands known for their courageous, unconventional narrative dimension.
More recently, the reins of artistic direction were handed to Christoph Radl, who invited one of today’s most acclaimed photographers to write a new chapter in the history of the company’s communications.
Now, the ironic, irreverent eye of Pierpaolo Ferrari focuses its lens on the new Flexform campaign. From black and white, the interpretation shifts to vivid color, typical of the Pierpaolo Ferrari style, while the images take on an enigmatic storytelling role interpreted by women with bold personalities.
In April 2023, during Design Week in Milan, the Flexform showroom in via della Moscova hosted “Portraying Design” a show that visually narrates the evolution of Flexform communications and the company’s ability to stay true to a certain narrative dimension, while significantly innovating it through new partnerships.
“Our work is consistent with the past, maintaining the extremely high quality of our communications. We continue to work with photographers known for their intensely expressive images in our advertising campaigns, creative talents used to thinking glocally and directors capable of conveying emotions to our audience, transmitting our brand values through videos. Our brand exists in the realm of desirability, and the ability to tell stories is undoubtedly the proving ground for the future of communications.”