Still Sexy at 50
Still Sexy at 50.. first of all we love the title DREAM came up with for their latest campaign that celebrates the golden anniversary for Italian manufacture and the masters of 20th century design. The Still Sexy at 50 campaign highlights the timeless appeal of Cassina's LC50 Collection.. with the company manufacturing and producing furniture pieces by the legendary architect and designer Le Corbusier for the last 50 years.
We visited the DREAM showroom to view the Cassina collection (isn't it the best way to really appreciate the pieces? You just have to see them in real life..) and it was almost like walking through a museum.. with all the beautiful pieces showcased and on the walls you can even see a timeline of iconic Cassina pieces along the years.
For those who are not familiar with Cassina, it was established in 1927 in Milan by Cesare and Umberto Cassina and was key in the launch of industrial design in Italy. The company's ability to bring together architects and designers of different sensibilities and styles allows for them to draw out the best, resulting in the quality and uniqueness recognisable in every Cassina piece. The company boasts a wide range of furniture from chairs to beds, upholstered items and even collaborates with the most important Italian and international designers and architects, from Mario Bellini to Philippe Starck.
I love what they did in the campaign, capturing Cassina pieces along side vibrant and charming golden-agers coming from all walks of life. The hand-picked Cassina pieces perfectly complement the lifestyle of the featured personalities who are performing hobbies or crafts which are enjoyed by people of all ages.. 50, sexy and so relevant.. captures the timelessness and appeal of the Cassina pieces completely. Amazing how what was young and fresh then remains so even 50 years on!
This weekend Proof Living and DREAM will be organizing a Designer furniture warehouse sale with must-buys at up to 80% off! Happening this weekend from 19 to 20 Sept from 11 am to 6 pm at 20 Gul Way Level 3 Singapore. ( I promise to always share great sales with friends, so share this with your friends too!)