Responses by AQuest.
Background: Poltrona Frau, a renowned Italian furniture-making and design company founded in 1912, shifted the launch of its latest 2021 collection from a traditional, offline event to a completely interactive digital experience. With this fully online solution, the pieces of the collection leave the usual static nature of interior design catalogs; they become the protagonists of three interactive video stories, meeting the brand’s desire for a more innovative style of digital communication.
The new collection project aims to reach a larger, more diverse audience by targeting prospects—the press and those in the trade—while speaking on an international scale. This site enables the products to be at the center stage of human- and experience-driven storytelling, a first of this kind in the industry.
Design core: The concept behind the “Take your time. Feel the difference.” campaign stems from a specific emotional message created to enhance the luxury of time, discreet living and the unfolding of personal stories in which we can recognize ourselves. The digital experience is developed around three video stories centered around themes like relaxation and celebration, love and fulfillment, and work and passion. All these themes were developed in three different locations with talent from diverse demographic profiles. In the video content, protagonists take their time to make the most of every moment and use it in the best way possible—their own.
The furniture collection’s story is no longer guided exclusively by the centrality of the product but instead by the mood and environment in which it is inserted and the different ways it can be experienced. In fact, the Poltrona Frau collection is presented as a virtual environment with interactivity at the heart of the experience: users can move from one story to another and discover different interpretations of the collection’s products.
Process: Fabio Merlin, chief executive officer of AQuest, was contacted by Leonardo Allasia, global director of marketing and communications at Poltrona Frau, to do something completely different relative to traditional product collection presentations typical of the furniture industry. This project stimulated our creativity and pushed us to enhance our technical skills, but the most challenging factors were the timing and setting logistics. As we created three different stories in individual environments, we found ourselves balancing an important load of video production work in a small amount of time, which brought us to first create the website and then add the single video contents. It was also challenging creating specific settings that were each suitable for a double story, which all needed to maintain a style and atmosphere compatible with the exclusive world of luxury and home design.
Navigation structure: The carefully studied navigation features on the site demonstrate how Poltrona Frau is committed to stem from the canons of the classic catalog, abandoning a static vision in favor of a more interactive use of content. Thanks to the unconventional choice of placing pins on the furniture present within each story, it’s possible to discover their history, the designer’s inspiration, the materials, the color variants and the technical data sheet for each.
Technology: AQuest developed the entire project on a customized infrastructure that, through the use of an Enterprise Content Delivery Network service, enables the smooth visualization of content on a global level even if there were a high number of simultaneously active viewers.