Defining Flexform photography from its ad campaigns past transforms the brand’s Milan flagship store into a must-visit for Milan Design Week 2023
publishedUntil 30 April 2023, the Flexform Milano showroom in Via della Moscova is hosting a mainly black-and-white photography exhibition celebrating the company's history. The show – ‘Portraying Design, Celebrating Tradition & Innovation’, coinciding with– makes a deliberate choice of black and white photography to highlight the Flexform designs’ production detail, craftsmanship, and shapes.
The exhibition starts with a stunning photograph taken by the legendary late Milanese photographer Gabriele Basilico, featuring the ‘Max’ sofa by‘Max’ sofas photographed by Gabriele Basilico, 2001 Backhaus’ photographs are powerful and vaguely mysterious. Her 1999 shot dedicated to the ‘A.B.C’ armchair is a surprise: two women looking at each other through intensely made-up eyes, in an artificial pose that emphasises the armchair’s square structure – it’s one of the few campaigns devoted entirely to an armchair for a brand whose core business remains sofas.
Belgique Dernières Nouvelles, Belgique Actualités
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