Simply entitled Icons, the new and exclusive visual story that celebrates the design culture of Flos features 12 lamps designed by great masters of design, from the brand’s origins to more recent years.
Conceived and coordinated by Flos Chief Creative Officer Barbara Corti, with art direction and graphic design by Omar Sosa of Apartamento Studios, the narrative comes to life in a series of stunning shots by Catalan visual artist Daniel Riera, which portray the contemporary essence and significance embodied by these iconic Flos lamps.
The lamps are portrayed as central protagonists in elegant Milanese palazzi from the 1930s to the early 1960s. The exquisite materials and unique details on the floors, stairs, walls and ceilings of the interiors are unmistakably the work of prominent Italian architects, including Renato Ferrari, Achille Luigi Ferraresi, Gio Ponti, Alberto Rosselli, and Vito and Gustavo Latis. The interaction between great Italian architecture and the industrial design of masters like Gino Sarfatti, Achille and Pier Giacomo Castiglioni, Tobia Scarpa, and contemporaries Jasper Morrison and Michael Anastassiades creates a harmonious play of lines and geometries, an ecstasy of beauty and elegance, which results in pure, minimal, refined images with strong communication power.
Icons is a series of juxtaposed visual representations in both colour and black and white. The colour shots emphasise the timeless beauty of the design objects, while the black and white images capture human presence and interaction, marking the times we live in and the currency of the moment.
The protagonists portrayed in Icons include unique lamps created in the 1950s and 1960s that can still be found in the Flos Decorative catalogue, such as 2097, Luminator, Arco, Taccia, Taraxacum, Gatto, Snoopy, and Biagio. Later decades are represented by ingenious and eclectic designs like Parentesi from the 1970s and the ethereal Taraxacum 88 from the 1980s, along with more recent successes like the Glo-Ball and IC collections, which have already achieved that sense of familiarity typical of iconic products.
These products live on with the same power as when they were created, thanks to Flos’ ability to replace and update light sources while respectfully preserving the original design.
