Poliform's new communication project Incontri

The creative program has always been an important link between art and design. Poliform can be considered a company characterized by strong connotations based on the search for aesthetic balance. From the richness of the company's creative expression comes the "Incontri" project, a gateway open to forms of expression different from the brand's own. In a company for which communication and narrative are fundamental in the representation of its image, contamination with art and culture is inevitable. The first meeting is based on a dialogue with photography, a link that has always been inescapable with design. The link between Poliform and the great photographer Paolo Roversi emphasizes this relationship. The elective affinity between design and photography is evident from the similar way they both interpret reality and transfer it into their work, an emotional affection. The ability of being able to see with different eyes, of being able to capture highly evocative aspects, is transposed in Paolo Roversi's images as the extrapolation of the soul of the objects represented. "It is said that photographs portray the soul of subjects, and this, it is a bit pretentious to say, but this is what

I always try to do in my photography," Roversi comments, "not just a kind of identity card or atlas or map of the face or external features, but something deeper. I tried to do the same thing with objects, with furniture." Roversi's photographic work takes place in three acts. In the first, the artist portrays the soul of the subject. In the second, the soul of the object. In the third, the encounter between the two, almost sentimental, a celebration of the interiority of both in a harmonious aesthetic and emotional balance. The success is a gallery of portraits where a woman and a piece of furniture cohabit in symbiosis in space, extruding the peculiarities of Poliform's lifestyle. The company's iconic pieces have been portrayed emphasizing their virtues: the almost ethereal lightness of the Mondrian sofa, the elegant sinuosity of the Le Club armchair, the refinement of Jane, the perfect balance between pure lines and cozy comfort of the Saint-Germain sofa; the classy material contrasts of Brera and the elegance of the Curve armchair. The story becomes a book: Incontri. Poliform's communication campaign will be based on these magnificent images that sum up the company's philosophy.