B&B Italia's beautiful and iconic Camaleonda sofa designed by Mario Bellini

CLIENT
B&B ITALIA

DIRECTION / DESIGN / ANIMATION
FRAME

MUSIC & SOUND DESIGN
NINA LIV

FRAME WAS ENGAGED BY ITALIAN DESIGN POWERHOUSE B&B Italia TO CREATE A FILM THAT CAPTURES THE BEAUTY AND ELEGANCE OF ITS ICONIC Camaleonda sofa.

The team at B&B Italia are committed to creating the most innovative, iconic and timeless design furniture with an uncompromising passion for premium quality. In terms of Camaleonda, the creative challenge was to highlight the product’s exquisite details such as the seat module, the backrest and armrest, and the characteristic capitonné design, still manufactured today with the innovative system of cables, hooks and rings created by Mario Bellini in 1970 - defining its characteristic look and modularity.

The fundamental characteristic of Camaleonda is its unlimited modularity, a geometric nature that allows one to define their home environment whilst also adapting to an evolving taste and to the dynamic needs of those using it - always maintaining its unique identity.

Frame is a Copenhagen based motion design studio catering primarily to the luxury products segment. We direct, art direct, design and produce creative product-centric animations films by affectionately distilling the soul and DNA of the product. We are highly collaborative, working directly with clients or partnering with agencies worldwide to provide market leading visual solutions. Our work is always; Conceptual, Minimal, Mature, Emotional, Tactile and Graphic