Pedrali unveils a new chapter, the 2024 advertising campaign that elegantly showcases the brand’s outdoor collections in a stunning Sicilian setting. The campaign’s photos, taken at the onset of summer, highlight a contemporary style deeply rooted in the Mediterranean landscape. Dominated by warm earth tones and local materials like dry stone walls, beige marble cobblestones, and hand-painted majolica tiles, the scenes harmonize beautifully with the surrounding nature.
The lush Mediterranean backdrop, featuring centuries-old almond and olive trees, cacti, succulents, and aromatic herbs, infuses the campaign with the region’s rich scents and history. Against this genuine Mediterranean setting, Pedrali’s products stand out with bright and playful tones that highlight their material textures and finishes. The campaign emphasizes the deep connection between design and the natural landscape, transforming outdoor spaces into paradisiacal retreats.
The first two settings of the campaign present a social atmosphere where natural and traditional elements, such as stone and tile walls, blend seamlessly with a color palette ranging from neutral sand tones to plant greens, earthy browns, ochres, beiges, and shades of blue and aqua marine. The first shot features the Toa table by Robin Rizzini and Guinea armchairs by CMP Design, showcasing lightweight, minimalist designs with a focus on functionality and comfort.
In the second setting, the Toa table is surrounded by Lamorisse armchairs by CMP Design, which are designed for both outdoor living and relaxation. These armchairs feature a lightweight aluminum structure with oval legs and round tube armrests, combined with rich, cozy cushions. The contrast between the sleek frame and plush cushions highlights Pedrali’s commitment to comfort and aesthetic appeal.
Highlighting the poolside area, the new Buddy Oasi collection, designed by Busetti Garuti Redaelli, features generously sized poufs and sofas with movable backrests, allowing for multiple configurations. The Buddy Oasi’s injected polyurethane foam backrest, waterproof lining, and removable outdoor fabric cover ensure easy maintenance and durability, making it perfect for outdoor environments.
Pedrali’s outdoor collections, including the vibrant and relaxing Arki-Sofa and the dreamy Reva Cocoon by Patrick Jouin, create inviting outdoor living spaces nestled in lush vegetation. The Arki-Sofa offers the same comfort and elegance as an indoor sofa, while the Reva Cocoon features striking backrests woven with weather-resistant rope for a natural appearance. Complementing these settings are the Panarea lounge chairs by CMP Design, which feature traditional Italian craftsmanship with hand-woven elements, and the versatile Anemos table by Pio and Tito Toso, characterized by its architectural shapes and innovative concrete textures.
The Twiny collection, featuring two distinct patterns in twill—a striped and a diagonal design—brings a cozy and intimate atmosphere to open-air settings. With backgrounds in neutral sand shades, each rug is divided into tone-on-tone sections that create a harmonious yet playful visual effect when placed side by side. Crafted from durable polypropylene yarn, these rugs promise resistance to sunlight and weather, ensuring easy maintenance and long-lasting beauty.
Complementing the Twiny collection are the Nolita sofa and Nolita Relax by CMP Design, which harken back to the origins of Pedrali’s heritage, initiated by Mario Pedrali in 1963 with his first metal garden chairs. These pieces exude a summery, joyful character with their simple, iconic shapes and steel tube structures that offer both visual rhythm and durability. The Nolita sofa’s versatility lies in its modular design, allowing for various configurations with linear or angular modules that can be connected by an HPL top available in different colors and shapes, making it a perfect blend of style and functionality.
Adding to the ensemble, the Philía collection by Odo Fioravanti takes center stage, reminiscent of traditional Italian garden chairs that evoke the relaxed “dolce vita” lifestyle of the Sixties. Philía features a high-tensile steel tubular frame with seat and backrest wrapped in textured PVC cord, providing elasticity, resistance, and a hand-made, tailored look. The Anemos table by Pio and Tito Toso, paired with Babila Twist armchairs, creates a serene corner for relaxation, characterized by simple architectural shapes and a warm terracotta shade. The Anemos table’s unique concrete base and the Panarea outdoor seating collection, with its hand-woven polypropylene cord, further emphasize Pedrali’s dedication to blending elegance with functionality in outdoor living spaces.
