New ad campaign | Camelot
The new ad campaign featuring the Camelot sofa designed by Antonio Citterio is set to launch in September.
As interpreted by German photographer Robert Rieger with art direction by Juma (curating the brand’s image since late 2023), the design by Citterio expresses a new “warm modernity”. The sofa is the star player in an enchanting living space where a vaulted ceiling and view of the forest are punctuated by furnishings that form an extremely harmonious whole.
An elegant, sophisticated woman with an exotic pet – a magnificent magpie – completes the scene.
Robert Rieger’s signature style and subtly nuanced voice offer an unmistakable visual narrative of understated, refined elegance that comes full circle in the claim.
“Quiet only in appearance” implies that the style represented is only apparently simple, while it is actually the result of sophisticated design mastery, artisan know-how and special skills, as well as precise, informed choices.
The new campaign is set to launch in September, with different iterations and formats, in select international architecture, design and lifestyle publications and on digital channels.
