OCTOBER SEPTEMBER. Newsletter no. 5

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Collin Bradley
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1 SEPTEMBER OCTOBER Newsletter no. 5 The section First of All presents a preview of B&B Italia s latest advertising campaign. Focus On highlights the new Bend-Sofa, designed by Patricia Urquiola. The most recent contract furnishings, initiatives and new worldwide store openings are the topic of In the World, while a selection of the best articles from the Italian and International press are found in On Air. Enjoy your reading! P. 1/12

The new advertising campaign on air from September This September the new B&B Italia

Ray Bend-Sofa The language used in the campaign is both concise and eloquent and the few

official yet warm, formal but spontaneous - emphasising the emotional relationship with the

2 The new advertising campaign on air from September This September the new B&B Italia advertising campaign will debut in the Italian and international press, revealing a new approach in communications. The headline, Design Portrait, expands on the inherent culture and philosophy of the B&B Italia brand; an expression of the quality of the product, its modernity and function, together with a human presence, essential in its uniqueness. Ray Bend-Sofa The language used in the campaign is both concise and eloquent and the few featured elements (product, set design and human presence) express the authority and distinction of B&B Italia products. The characters, of different ages and backgrounds, are portrayed in a way that is at once official yet warm, formal but spontaneous - emphasising the emotional relationship with the product that best represents them. Tufty-Time Frank The advertising campaign, whose concept and art direction where devised by Collage Studio, consists of six subjects featuring B&B Italia products including Ray, Bend-Sofa, Tufty-Time, Frank, Charles and the Flat.C wall system. Charles Flat.C P. 2/12

1,2,3 1000 The Bend-Sofa, which launched at Milan Design Week 2010, is B&B Italia s 1000th project.

gives the impression of having been hand sculpted.

3 1,2, The Bend-Sofa, which launched at Milan Design Week 2010, is B&B Italia s 1000th project. Designer Patricia Urquiola recalls its creation as a seat with a primary, monolithic shape which gives the impression of having been hand sculpted. The Bend-Sofa issues from a study of 3D models and digital research and effectively expresses the idea of motion through a modular composition. P. 3/12

Like much of Urquiola s work, the piece elicits an emotional, reassuring and tactile experience.

4 Created for both the consumer and contract markets, the Bend-Sofa offers flexible composition solutions including small linear versions, corner units or double-sided seating arrangements. Like much of Urquiola s work, the piece elicits an emotional, reassuring and tactile experience. The Bend-Sofa is the highlight of flagship stores windows and fil rouge, a series of events and exhibitions, the first of which is taking place during London Design Festival 2010 (21-26 September). For more on the London event, please refer to the Visual Movement section. P. 4/12

NEW OPENINGS B&B Italia Store Rome In October 2010, B&B Italia celebrates the opening of its first flagship store in Rome. Located a short distance from St. Peter s Basilica, at No.

5 NEW OPENINGS B&B Italia Store Rome In October 2010, B&B Italia celebrates the opening of its first flagship store in Rome. Located a short distance from St. Peter s Basilica, at No. 289 via Gregorio VII, the 450 m 2 space will showcase the B&B Italia collections. The store is a partnership with the distributor Stuarr and presents cohesive lifestyle solutions for furniture and home accessories october 2010 Rome design-in-the-city B&B Italia Store in Rome will participate in the first edition of Rome Design in the City, a new city event dedicated to design. Its theme will be Black and White Projects, Coloured Dreams. The display area conveys the theme through an original installation in which B&B Italia and Maxalto interiors will be showcased. B&B Italia Store Roma B&B Italia Store c/o Stuarr Via Gregorio VII 289 Roma - t P. 5/12

Maxalto Store Hong Kong The new Maxalto flagship store is located in one of Hong Kong s most prestigious central areas, alongside numerous other luxury interior companies.

6 Maxalto Store Hong Kong The new Maxalto flagship store is located in one of Hong Kong s most prestigious central areas, alongside numerous other luxury interior companies. The surface area of 385 m 2 and two large shop windows effectively convey the lifestyle proposed by Maxalto collections and the distinctive features of their furnishings. MAXALTO HONG KONG - DÉNTRO Upper G/F Wilson House, Wyndham Street Hong Kong Tel: info@dentro.com.hk P. 6/12

EVENTS London, 21-26 September 2010 Space Bends at B&B Italia At the London Design Festival, B&B Italia will celebrate the arrival in London of its 2010 furnishings and, especially, of Bend-Sofa, the

In partnership with Wallpaper* and with the extraordinary cooperation of Johnny Hardstaff, director and set designer of the famous Londonbased production firm Ridley Scott Associates, the Store will

7 EVENTS London, September 2010 Space Bends at B&B Italia At the London Design Festival, B&B Italia will celebrate the arrival in London of its 2010 furnishings and, especially, of Bend-Sofa, the modular upholstered sofa designed by Patricia Urquiola. In partnership with Wallpaper* and with the extraordinary cooperation of Johnny Hardstaff, director and set designer of the famous Londonbased production firm Ridley Scott Associates, the Store will host an original installation that explores the versatile features of Bend-Sofa by means of a unique layout of several upholstered configurations, while interpreting and exalting the sofa s harmonious features in a surprising installation. London Design Festival La Rinascente, Milan, 7-20 September From 7-20th September, B&B Italia participates in the Elle Decor Apartment project, where a real home is interpreted in the eight store fronts of La Rinascente in Milan and styled by Elle Decor. The B&B Italia furnishings chosen for the project include the Bend-Sofa, the Surface and Eileen tables and the J.J. rocking armchair. La Rinascente P. 7/12

the lobby. www.starwoodhotels.com W Hotel St. Petersburg The Triennale of New York B&B Italia is partnering with the Triennale of New York that will open soon.

8 LATEST NEWS W Hotel St. Petersburg W Hotel in Saint Petersburg, designed by Antonio Citterio, will open next spring. B&B Italia s Contract Division is providing furnishings for the 177 rooms and communal areas, as well as the custom design of the spa, the bar, the restaurant and the lobby. W Hotel St. Petersburg The Triennale of New York B&B Italia is partnering with the Triennale of New York that will open soon. The Contract Division has created all of the fixed and mobile furnishings for the new exhibition area that has been designed to promote Italian excellence and culture in New York. The Triennale of New York P. 8/12

9 Atrium Germania_settembre-ottobre 2010 P. 9/12

10 AD Italia_luglio-agosto 2010 P. 10/12

11 Elle decoration Francia_settembre 2010 P. 11/12

12 Marie Claire Maison Italia_settembre 2010 P. 12/12

JULY AUGUST. Newsletter n. 4

JULY AUGUST. Newsletter n. 4 JULY AUGUST 2010 4 Newsletter n. 4 The section First of All in the B&B Italia Newsletter No. 4 offers a preview of the September event which is centred on the latest Outdoor products. Focus On reveals