Amsterdam, “Portraying Design”, storytelling through imagery
Heritage – as a core value of a brand like Flexform – was a key topic during the “Portraying Design, a celebration of tradition & innovation” event held November 16 at the Flexform Amsterdam flagship store, in partnership with Harper’s Bazaar The Netherlands.
Appearing before a full house of guests, Miluska van t’Lam – editor in chief of the prestigious fashion and lifestyle magazine, and Christoph Radl, art director of the most recent Flexform ad campaigns – spoke about art, photography and design, illustrating how Flexform, from the 1980s to the present, has worked with high-caliber lens masters like Gabriele Basilico, Gianni Berengo Gardin, Maria Vittoria Backhaus and Pierpaolo Ferrari. Thanks to their talent, Flexform products and their representation have gained a powerful, unique narrative capability that has greatly contributed to building the brand’s identity, strengthening its distinctive character.
