A three-location shoot that captured the essence of Italian design excellence
Sometimes a project transcends its brief to become something extraordinary. Our collaboration with
Kartell across three iconic Versilia locations—Forte dei Marmi, Pietrasanta, and the legendary
Carrara marble caves—proved exactly that. What started as a product shoot evolved into a visual
love letter to Italian design heritage.
Forte dei Marmi - The Sophistication of Simplicity
Kartell's flagship store in Via Carducci represents the brand's perfect integration with Versilia's
refined lifestyle. For our opening sequence, we staged the iconic chairs against the backdrop of
Forte dei Marmi's legendary beach cabanas—those perfectly aligned structures that have become
symbols of understated luxury.
The morning light filtering through the maritime pines created natural spotlighting for each piece.
From the latest A.I. chair using recycled materials to the timeless Louis Ghost seats, every product
seemed to find its natural habitat in this sophisticated coastal setting. The contrast between the
contemporary design and the traditional beach architecture told a story of evolution without
abandoning roots.
Pietrasanta - Art in MotionKnown as "Little Athens of Versilia" for its concentration of international artists and marble
workshops, Pietrasanta provided the perfect backdrop for highlighting Kartell's sculptural qualities.
The town where Michelangelo sourced his marble and contemporary masters like Botero create
their masterpieces offered an unparalleled artistic context.
The juxtaposition was intentional and powerful: ancient marble statuary surrounding vibrant
contemporary furniture pieces. In the historic workshops where world-famous sculptors have
created their works, Kartell's designs took on new meaning—not just functional objects, but artistic
statements in their own right.
Walking through Pietrasanta's centro storico, we discovered that design conversation spans
centuries. Each Kartell piece—whether the transparent Ghost series or the bold Componibili units—
seemed to engage in dialogue with the surrounding Renaissance architecture and contemporary
sculptures dotting the piazzas.
The Marble Caves - Where Luxury is Born
The Carrara marble caves, where Michelangelo sourced his blocks and which still provide marble
for luxury projects worldwide, offered our most dramatic backdrop. The pristine white environment
created an almost surreal gallery space for Kartell's most elegant pieces.
In this cathedral of marble, natural and designed beauty merged seamlessly. The transparency of
Kartell's signature pieces played with the cave's natural lighting, creating an ethereal effect that
would be impossible to replicate in any studio. Here, surrounded by centuries-old extraction
methods and raw material in its purest form, contemporary design revealed its own timeless
qualities.
The Deeper Story
This three-location narrative captured something essential about Kartell's design philosophy: the
ability to enhance any environment without overwhelming it. Whether in the refined leisure
atmosphere of Forte dei Marmi, the artistic energy of Pietrasanta, or the raw magnificence of the
marble caves, each piece maintained its identity while adapting to its surroundings.
For Digital Stylist, this project reinforced a fundamental truth about luxury branding: authenticity
cannot be manufactured, but it can be revealed through the right visual narrative. Kartell's presence
in Versilia isn't just retail expansion—it's recognition of shared values around design excellence,
Italian craftsmanship, and timeless appeal.
The images we created don't just showcase furniture; they tell the story of how great design
becomes part of its environment, enriching spaces and lives with equal measure of beauty and
functionality.
Sometimes the most powerful brand stories are the ones where the product doesn't dominate the
frame—it completes it.
