Starting in the 1980s, Flexform entrusted its advertising campaigns to some undisputed virtuosos of photography – Aldo Ballo, Gabriele Basilico, Gianni Berengo Gardin, Giovanni Gastel, Gianpaolo Barbieri, Maria Vittoria Backhaus, Mario Ciampi and Fabrizio Ferri – who, under the discerning artistic direction of Natalia Corbetta, skillfully evoked, through their black and white photographs, a unique narrative style and visual perspective that became firmly entrenched in the collective imagination.

More recently, with the shift to color photography, Flexform has continued to assign its signature images to exceptional photographers, like Ruy Teixeira, Andrea Martiradonna and Federico Cedrone.

While charting a course of continuity with the past and with the aim of maintaining the upscale tone of the message, Flexform has decided to entrust the art direction of its new ad campaign to Christoph Radl, who also brought in prominent Milanese photographer, Pierpaolo Ferrari, known for his many working partnerships with prestigious international brands.

The outcome is spectacular: a strikingly expressive image that reflects the bold cross-fertilization between design and fashion, but in which the Gregory XL sofa, designed by Antonio Citterio, clearly plays the starring role.

The image crafted for the print campaign is accompanied by a series of videos specifically designed for social media messaging, in which the enigmatic female figure interpreted by Anna Cleveland is portrayed in bizarre situations in a surreal atmosphere.

The new ad campaign will launch in September in the most influential international design and lifestyle publications and on digital channels.