Italian furniture manufacturer Arper needed a theme to ground its 2022 brand communications. At a moment when the world has been turned upside down and the boundaries between work and home aren’t just blurred, but completely collapsed, how do we choose to live? The Project of Living celebrates the ongoing spatial exploration we all undertake each day as we make sense of what it means to live now. Arper’s soft, versatile, and modular furnishings help us adapt, invent, and reinvent spaces that are sustainable, useful, and beautiful.
I wrote the brand manifesto on The Project of Living and defined key messages addressing sustainability, a new roster of designers/products, and Arper's foray into home. I conceived of thematic activations for Salone del Mobile and brand showrooms, editorial and social content, and in-person events. I also developed content for Arper's News publication and product catalog, including interviews with its designers, and product copy that touches on the lyrical and the technical.
The campaign was activated across Arper’s brand touchpoints from web to showrooms, and from social to events like Salone del Mobile.
Designers were interviewed about how they embark on the project of living through their spaces and practices.
For Arper’s News Catalog, I interviewed the collection’s designers about how their products, practice, and lifestyle creates new possibilities for how to live.
Product copy informed by the communications theme ranges from the lyrical to the technical.
