B&B Italia's beautiful and iconic Up chair designed by Gaetano Pesce

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 UP Chair.

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. Designed in 1969, the Up Chair has been one of the most outstanding expressions of design with its expressive shapes upholstered with elastic fabric.

The creative challenge was to develop a playful, semi-abstract concept that remains true to the design language of the Up, whilst showcasing its iconic form and premium materials.

At FRAME we direct, art direct and produce creative product-centric 3D narratives primarily for luxury brands. Our approach is deeply collaborative; we work closely with clients and team up with agencies globally to deliver top-tier visual narratives. We are located in Copenhagen, Denmark and specialize in motion design for the luxury goods segment. With 17 years in the business, we've earned the trust of prestigious brands like Balenciaga, ZEGNA, Hublot, B&B Italia, Montblanc, Zenith, TAG Heuer, Bang & Olufsen, Louis Poulsen, Tissot, Montana and many more. We'd love to chat with you about how our services can help your brand stand out. Feel free to get in touch anytime to set up a chat that works for you.