ART DIRECTION - GAN- VARESSE

2020

Valencia Spain

"Original Language" is designed to show the essence of Varese, a contemporary rug that naturally expresses its shape, structure and materiality. Seeking to highlight its character, colors and versatility, accompanied by a warm, calm and neutral environment. It is proposed to show its essence in an environment with natural materials, rustic finishes,
all evoking the origin, to "show itself as it is", without treatments.

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This project seeks the versatility of the product and the contemporaneity, as it can be used with other innovative design products and generate harmonious, modern and pleasant environments. Therefore, highlight the comfort and convenience that the carpet provides, due to its warmth and materiality.

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Communication objectives:

- Show the quality and value of the product, its versatility and contemporaneity.
- Express the creation of different environments, unique comfortable comfort based on the product.
- Reflect the warmth, informality, but elegance and comfort of Varese.

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CONCEPT WORD:
HOME

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The concept comes from a principle of western culture around the fire, it comes from the bonfire, which used to be in the center of each house, it is a synonym of purity, life and protection. A connecting element for group of people