Club Life of Madrid

The extravagant Night Club «MUSEE» located in Madrid (Spain), is creative symbiosis of gallery of the modern art and the fashionable center of night life of a megacity.

The visual concept of club is concentrated round black color, glasses and mirrors which are a fine collective background for expressive design furniture, the three-meter light-emitting diode screen, pictures of known modern artists, and also various products of video arts and other objects which are of interest, from the point of view of art and creative style of club atmosphere.

The apartments interior of the night club does not carry constant character. Now institution walls decorate works of German photographer Robert Bartholot, the Madrid pictorialist Paco Peregrin and the illustrator from New York Glenn Hilario.

Modern Art Club

The visual holiday is accompanied by musical mixes from hot Madrid DJs, and the unique conceptual status gives to an institution the exclusively elite status.

VIA «Night Club MUSEE [Madrid]»

Confindustria Ceramica

Confindustria Ceramica — the Italian Association of Ceramic Tile Manufacturers - has appointed us with the promotion of an integrated campaign aimed at enhancing the global perception of "Italian Ceramic Tiles".

The project originates out of the need to redefine the product positioning, reviving its role as a main component in design, life style, fashion, new housing styles, and with a view to extending the industry targets by involving ever more competitive, creative consumers, who are strongly fascinated by trendy products.

The Italian Ceramics means Infinite Creativity

The campaign strategy and concept have been identified from the unique product plus: ceramics is basically the only type of tile with which a practically infinite range of shapes, colours, and solutions is possible. Following a target audit phase, in which an opinion poll and one-to-one interviews have been conducted, the campaign has further developed through an integrated project guided by PR actions and implemented in different communication channels: off-line advertising, events, TV, web communication, web portal.

Several actions have been carried out over a period of about one year with appearances on TV channels, newspapers and magazines (editorials, web, TV, events) for a total of approximately 114 million contacts.

Confindustria Ceramica is the Italian Association of Ceramic Tile and Sanitary Appliance Manufacturers — in charge of promoting Italian ceramic products both in Italy and abroad. In the past few years, ceramics has lost appeal versus its competitors: i.e. wood, stone, or resin tiles, deemed to be more prestigious and "trendy". Ceramics is considered to be a "poor", "cold", "uncool" products, suitable only for some specific settings (e.g., kitchens and bathrooms).

Italy Has Always Been the Most Important Producer of Ceramic Tiles In the World

The campaign aims to revamp ceramics as a creative, prestigious, and trendy solution. Ceramics has the right "credentials" to play a leading role in design, fashion, new life styles and architectural design: from all rooms in the house, to large buildings and public spaces.

There are two main reference targets: namely "insiders" (architects, designers, interior designers) and an increasingly larger group of "consum-actors", who are creative, motivated, well informed and who want to play a leading role in creating their own world.

In order to define the target’s needs: opinion poll by Eurisko and one-to-one interviews to some selected influencers.

The Innovations Developed by Ceramics Manufacturers:

The campaign strategy and concept have been identified from the unique plus that distinguishes ceramics from all its competitive products: thanks to a major product innovation developed by ceramics manufacturers, ceramics is the only type of tile with which a practically infinite range of shapes, colours, sizes, decorations, and finishings is possible.

For this reason, ceramics is "Infinite Creativity", and it perfectly meets the needs of Consum-actors, who favour solutions that allow them to pursue an exclusive and personal style. Ceramic tiles and consum-actors are the perfect match.

Unlike previous industry campaigns that were somehow self-referencing — our product is beauty and technology, — this campaign focuses on consumers (and industry experts) by fuelling their desire to play a leading role, while suggesting them that ceramics is the right product to fulfil it.

The campaign has been implemented along two complementary planes: a PR action, aimed at prompting rational purchase motivations (brain), as well as a whole set of integrated strongly emotional actions with a view to consolidating the new product positioning: ceramics as a creative choice (heart).

VIA «The Italian Association of Ceramic Tile Manufacturers»

Oldest Kabuki Theatre (Japan)

If you wish to stylize a room interior in the Japanese stylistics — use own experience is priority, because only you know what you want. Don't use the global brain! It's possible to apply imagination and to decorate an interior with the several bright Japanese accessories designating certain Japan style. But in Japanese stylistics it's necessary to adhere to minimalism rules.

For zoning of the area of a room in Japanese style easy parting walls (glass, a tree, a bamboo) or painted screens are actively used. It gives a special glamor to an interior and allows to use the areas effectively.
Are excellently allocated the walls decorated by pictures on a rice paper with landscapes of the country of a rising sun, or portrait engravings of geisha.

Minimalism — the Basic Line of Japanese Stylistics

The Japanese Minimalism

For refinishing of walls, a ceiling, it's better to select colors neutral and light: white, gray, color of a tree. But if would be desirable brightness — experiment with saturated green (colors of a fresh grass). In refinishing pertinently to use bamboo: panels of wall, a track bed of parting walls, floor mats on a floor, bamboo regiments, armchairs, chairs, vases…
Furniture in Japanese style low enough, steady, correct geometrical forms. With such configuration of furniture always the modern technics well harmonizes.

VIA «Room Interior in the Japanese Style»

French Provencal Style

Design of a kitchen room in the French style — the fine decision for the romantic ladies. This tendency takes a predominating place among all fashionable trends of interiors, thanks to the grace and unique charm.

The Kitchen Tendencies

Provencal style is a reflection of an aesthetics of the south of France. The 1st in such design — a whitewash. Bleached ceilings and walls — some kind of the standard of Provencal style.

Provencal style welcomes all home decoration with olden time touch. The new kitchen furniture can be made old a little: small cracks, scratches will give it charm.

Do not forget about the furnace! A decorative mantelpiece — an important component part in Provencal style of kitchen room. Do not forget about jugs, vessels and small vases with artificial or natural flowers.

The Kitchen Furniture

Besides it, in antique shops you can find set of original additions which will give to your interior the finished sort. Also it's necessary to give great attention to a choice of blinds and curtains.

VIA «The French Country Style»