Find out what's behind Spectrum, the best cc-tapis campaign ever

For our great pleasure, cc-tapis' new 2020 campaign has finally been unveiled. Previously stunned by the campaign shooted at the Villa Panza, the contemporary rug brand likes, as usual, appearing creative at large. Indeed, from the design of its pieces by the most renowned architects and designers to the set design and photography of its campaigns, cc-tapis practices design and even beauty in a wide senses. A real source of inspiration for creative people in all fields, find out what's behind Spectrum, which we consider being their most sublime campaign ever carried out.

cc-tapis, the secret of multiplicity

Since its debuts, the carpet company is deeply invoking the "unity is strength" saying for everything related to the creative process of its promotion. cc-tapis, it's first of all the well-studied recipe of an association of designers at the service of a single entity, each one remaining free to create a piece or collection that looks like him or her, leaving free each creator mind and desires in terms of colors and shapes.

Thus, the offered global collection is nourished, each year, by new original rugs that join the ranks and the already well-established reputation of the Italian brand. Among the design figures, cc-tapis is regularly enjoying, and especially for this new collection, talents of David & Nicolas, Cristina CelestinoGerman Ermics, Bethan Laura WoodGarth Roberts, Patricia Urquiola, Jean-Marie Massaud, Studiopepe, Federico Pepe, Marten De Ceulaer, Design Lab and Martino Gamper (and many others if we look at the entire collection).

For the new campaign Spectrum, the principle of multiplicity is here again. Indeed, we believe iit is thanks to the combination of six talents and personalities that the visual presentation of the latest collection is so powerful. This is the story of Daniele Lora, cc-tapis Creative Director, who, with his sharp and wise eye, carefully selected the creative people capable of bringing to life his desire to highlight not only the products themselves but also the colors and the special light that result from them.

Thus, he chose Motel 409 to take on the heavy responsibility of artistic direction, in close collaboration with Studio MILO, which has endeavored to create an extraordinary set design full of references, following the brand's example. Finally, the most talented photographers Alessandro Oliva and Jeremias Morandell were given the campaign, identified as the most appropriate persons to translate a concept into heartbreaking and inspiring images. Finally, Federico Sarica, editor at Icon magazine took care of writing a strong and narrative campaign's presentation. A collaboration of several minds drawing on the richness of their experience and their innate sense of beauty making...

The symbolism behind Spectrum

Rugs also owe their creation to multiple factors. So, as  Federico Sarica, puts it "a rug is by nature a palette with a dominant color, an organic artifact made of living and evolving matter". In other words, Spectrum's dream team focused on translating into images the entire creative process, the composition, but also the overall impact of a carpet in a space.

They peeled the essence of the brand's own essence, making themselves ambassadors for colr, light and quality materials, choosing one room = one rug. In the hope of capturing the creative rainbow that emerges from each piece in the collection, while telling the personal story of each creator, the campaign team was committed to bring together different worlds to collaborate.

Finally, through this series of photographs, characters have been added, giving the rug campaign an air of a play, but also of reality. There's no better way to understand the impact of an object or color than on a human scale, to imagine how it would be possible to interact with the collection, and how this can influence lifestyles and interiors.

This human element makes it possible to link all the images together, as a true guiding principle and the outcome of a complete and global creative process: Spectrum is by definition "a light band composed of a sequence of colours from the rainbow". For if there are no human witnesses, it is difficult to see the existence and the prodigious nature of the color spectrum. A memorable project in every way.

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