The film seeks to accentuate the beautiful details of this new Zenith timepiece

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CLIENT
B&B ITALIA

DIRECTION / DESIGN / ANIMATION
FRAME

SOUND DESIGN
NINA LIV

PREMIER DESIGN COMPANY, B&B Italia HAS ONCE AGAIN PARTNERED WITH FRAME TO CAPTURE THE UNIQUE BEAUTY OF ITS SIGNATURE RANGE OF PRODUCTS. ON THIS OCCASION, A FILM WAS CREATED TO COMMEMORATE THE ANNIVERSARY OF ITS BESTSELLING TUFTY-TIME 20, DESIGNED BY PATRICIA URQUIOLA.

Originally launched in 2005, Tufty-Time was initially conceived to break free from the formality of traditional tufted seating and then it quickly became an icon of contemporary living and a symbol of modular, informal comfort. Two decades later, its latest version Tufty-Time 20 introduces softer curves, thicker cushions, and a renewed focus on sustainability and circular design. With a completely disassemblable structure, eco-conscious materials, and a new bouclé-effect chenille fabric, this latest evolution speaks directly to the future of design.

The film celebrates the unique elements of Urquiola’s design, whilst underlining B&B Italia’s dedication to producing innovative, iconic and timeless pieces of quality furniture that are proudly made in Italy.