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Desalto Teaser 2025 - Metal is our nature
The focus of the upcoming communication campaign is a return to the company's core theme: metal craftsmanship. Hence the claim: *"Metal is our nature."*
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Once again this year, Desalto's visual communication is curated by Studio Costacurta, in line with the new creative direction led by Francesco Rota. Over the past three years, the company has completely revolutionized the way it communicates and represents itself, adopting a new visual language with a strong impact and expressive power that allows the brand to be perceived in a fresh and innovative way.
While throughout 2024 the communication revolved around the theme “Desalto goes soft” to convey the idea that the company now also offers a comprehensive range of upholstered furniture, the focus of the upcoming campaign is a return to the brand’s core savoir-faire: metal craftsmanship. Hence the claim: “Metal is our nature.”
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The new campaign revolves around an apparent contrast: work tools—powerful objects marked by everyday wear—symbolize the history and savoir-faire on which the company is built. These tools meet the delicacy of flowers, a metaphor for the attention to beauty and the more formal aspect of design, an essential element in Desalto's product philosophy.
The campaign photos featuring the model encapsulate and harmonize this contrast in a single image of great elegance and communicative power, seamlessly blending seemingly distant elements while clearly defining Desalto’s DNA. The 2025 campaign, while maintaining its distinct identity, also establishes continuity with the previous one, which focused on the concept of softness. In this sense, it contributes to shaping a coherent narrative for the company, highlighting its values and the artisanal expertise that defines its products.
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