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.

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