It was after a meeting with architect
Álvaro Siza in Portugal that
Dell Anno 's marketing director,
Edson Busin , decided to pay tribute to him: both for the genius of his work and for the connection of his values with the brand's positioning. The campaign
Singular Dell Anno presents a result that establishes a parallel between the professional trajectory of the Pritzker winner, while at the same time paying homage to his legacy of simplicity and architectural sophistication. “As an artist, Álvaro Siza reaches, with his architecture, the level of emotions, a very characteristic trait of expressionism. More than trying to describe or frame his work, the understanding of his architecture can be better felt only in the human experience and experimentation of the works spaces sculpted by his genius”, summarizes Edson Busin.
Inspiration in art
In Álvaro's office, two engravings on the wall, drawn by him by hand in an unpretentious way, provoke the relationship between man and stone. In these works of art, man sometimes dominates the element, sometimes allows himself to be dominated by it, referring to his own process. evolutionary – stone was the element that shaped many aspects and moments of humanity, influencing the way of life throughout time, and is one of the elements with the greatest strength and presence in Siza's work. This
insight was the guiding thread of the
Singular Dell Anno campaign, which brings the architect's personal perspective and perspective on the simple and systemic connections between architecture and the whole.
Évora Mimesis , in white, and
Porto Mimesis , in gray, are the two new surfaces in the range that feature stone as a solution for furniture. The products are connected with the most characteristic signature of Álvaro Siza's work, which widely explores the use of this material in connecting architecture with nature.
Singular Dell Anno
The backdrop for the Singular Dell Anno campaign is an iconic work by Álvaro Siza executed on Brazilian soil: the Iberê Camargo Foundation building in the city of Porto Alegre. Inside the space, we see a kitchen represented in two minimalist and contemporary pieces of furniture.
Dell Anno . Carefully placed, they interact with the surroundings in a light way, with angles, materials and lights creating a single language. From a large block of stone, the central island emerges. It is there that we see the product that materializes the brand's homage to the architect:
new furniture fronts with stone application . Here the inspiration is immediate in the engravings seen in Siza's office: the A large volume of stone, as if sculpted by the hands of man, evolves in a linear fashion and becomes a bench, reaching the condition of furniture. It is the representation of a rough stone cut into the shape of a totally contemporary piece of furniture, suited to our time.
The composition is also complemented by a metal and glass cabinet that exudes lightness and highlights one of the effects most valued by Siza: light. The campaign's visual narrative also finds a connection with the Dell Anno brand values by expanding the vision about the work of Iberê Camargo. There, the striking presence of Álvaro Siza's style is clear, as he has always been a great admirer of sculptures, and imprints this same sculptural character on his works, guided by the abundant use of stone and concrete. Furthermore, Siza is obsessed with the relationship between his work and nature. With minimalist and modernist influences, his works are characterized by a strong dialogue with their surroundings, they fit into the environment without any imposition, with the lightness of someone who has adapted to the environment. , without the need to master it, demonstrating sensitivity to construction techniques and respect for the nature of the place where they are located.
Alvaro Siza
Álvaro Siza Vieira is one of the world's great names in modern architecture and urbanism and one of the most important professionals in the history of architecture in Portugal. Close to turning 90 (he recently turned 89 on June 25, 2022), his signature is on hundreds of works from various places around the world, having delivered his first architectural project in 1954, even before completing his studies at the School of Fine Arts at the University of Porto, developing four houses in Matosinhos, his hometown. A passionate architect and professor, he has worked at institutions such as Harvard, the University of the Andes, the Polytechnic of Lausanne and the University of Porto. In 1992, he won the highest award in architecture – the Pritzker Prize . About Dell Anno
The oldest brand in the Rio Grande do Sul-based Unicasa Móveis industry, Dell Anno is also the company's premium brand. Its positioning revolves around high-end architecture. Its research and product movements seek inspiration in the contemporary, minimalist and sophisticated style of living. Furthermore, the brand seeks to humanize environments through compositions between wood, lacquer, glass, stone, and fabric interpretations, where fashion, art and decoration converge in similar concepts of colors, textures and geometric shapes. Dell Anno carries the culture of high technology in its DNA, adding factory differentials and cutting-edge German machinery, with the possibility of offering millimetric variations in part measurements and thus adapting projects to different particularities. Aimed at a demanding public in terms of of behavior and style, its positioning is strategically identified with the union between fashion, arts, design and architecture, translated into the concept of "dressing the house”. With hundreds of finishes and accessories options combined with the most modern application technology, Dell Anno has a wide range of customized solutions for all environments. In the brand's communication, we see Dell Anno furniture in a modern and minimalist way, reflecting a lot of lightness, with solutions in straight lines, absence of handles and extensive use of lighting resources. A wide variety of accessories, drawers and possibilities for internal composition show sophisticated and practical ways. The wood, the raw material used in the furniture, comes from renewable forests – a strong commitment to avoiding deforestation of native systems. The furniture packaging is 95% made from recyclable material and the water reuse rate reaches 100% through the treatment of effluents and the collection of rainwater. The waste generated in the production process – such as sawdust, wood, plastic and cardboard – is sent for use by other sectors of the economy, and non-recyclable waste is processed using methods high-tech, environmentally friendly products. The company recently received the Renewable Energy and Sustainable Panorama Certificate, which attests to the use of renewable energy sources and validates the reduction of greenhouse gas emissions. Close to completing 40 years of operation in the planned segment, Dell Anno has evolved as a solid brand, totaling around 80 exclusive stores in Brazil and abroad, with a portfolio that meets consumers' desires in terms of sophisticated living for any part of the world. of the world. SINGULAR, BY YEAR 2022 Conceptualization: Edson Busin - Marketing Director Unicasa Creation: Themática Advertising and Design and Augusto Custodio Productions Photography: Roberto Majola (Lightbox Studio) Video: Augusto Custodio Productions Directed by: Augusto Custodio Interior Design: Giselle Guarda and team - Unicasa Móveis Architecture Department Coordination: Rodrigo Silva and team - Unicasa Móveis Marketing Department Location: Iberê Camargo Foundation Special thanks: Architect Álvaro Siza and Architect Carlos Castanheira
