Reflective ambiences and precious details depict a freeze-frame of a sophisticated living environment, connected by brand-new graphics and aesthetics, an elegant vessel for the world of Frag. The 2017 catalogue reveals the company’s new coordinated image, preceded by the Mini catalogue News Preview presented during the last Salone del Mobile (Milan Furniture Fair).
Just like the Mini catalogue, photos by Gionata Xerra and styling by Simona Silenzi Studio merge with the graphic project by Samuele Savio (Studio Choice) into a precious object in its form, materials and contents.
The pages dedicated to products and collections describe a refined living environment, where timeless materials are updated with contemporary lines and strong aesthetic sensitivity. The Collection Book also features two narratives.
The first one recounts the near-100-year history of the company and its artisanal skills in the processing of hides and saddle leather, which over the years were backed by new technologies, materials, workmanship and contributions by international designers.
The second storytelling segment is a direct result of the previous narrative as it contextualises Frag’s know-how while depicting the company’s creations in suggestive settings, inspired from different styles and spaces linked to the contract market.