IED thesis project for Gebrüder Thonet Vienna
The well-known Italian-Austrian company has launched a brief for a cross-media campaign, to emerge at the Salone del Mobile. The concept of the proposal, which I created together with three colleagues, can be summed up in one word:
Otium
The campaign aims to raise the perception of the company, communicating through a contemporary language. Following an in-depth analysis, we took as a reference the lifestyle of the people who dedicated a moment to themselves. This took place inside those Viennese cafes and cultural lounges of which Thonet furniture became a characteristic element, starting from the mid-nineteenth century. This philosophy of life refers to the concept of Otium Latino, defined in ancient Rome as a moment of value that is dedicated to enriching one's wisdom and raising one's conscience in an environment of peace and tranquility. That of GTV becomes a dimension in which time expands and one consciously chooses to dedicate moments of quiet to oneself.
Among the products produced, these are the most appreciated by the client: the product catalog and its "short version" to be taken and taken away during events such as the Salone del Mobile; Otium Journal, a parallel editorial product, with a contemporary art theme; Otium Essence packaging, an air freshener to enjoy your mindful moments, with the ability to scan the code to play the Spotify playlist , which has been created ad hoc.
