Arper is an outstanding Italian furniture brand. Our ongoing collaboration is based on experimental and innovative ways to communicate their collections of high-quality products. With filmmaker Marcel Juan, we conceptualised, designed and art directed the first video of a series dedicated to Catifa – Arper’s iconic family of chairs, designed by Lievore Altherr Molina.
Catifa is a family of chairs destined for working environments. Our art direction for this video aimed to transmit the essence of the collection: in a sequence of scenes at workplaces, the camera depicts executive characters sitting, standing, playing, rolling, laying on Catifa chairs. The actions demonstrate the multiple uses of the whole family, thus emphasising the qualities of the design. Different characters portray the product and represent a target public. Easy and smart, a piece made to fit Arper.