Cappellini Brand Strategy

Poltrona Frau Group is an international leader in the high-end sector of the furniture market with four renowned brands: Poltrona Frau, Cassina, Cappellini and Alias. Objective was the web presence strategy of Cappellini, a company founded and directed by Architect Giulio Cappellini who is internationally known as a design pioneer and a talent scout. I proposed a broader spectrum of work, including a reevaluation of its target audience, of its goal, and of the messages that were to be delivered. Winning idea was leveraging the company unique strenghts to communicate to the audience they cared the most – the home owners – in a way that was attractive and eloquent to them. The web site has interactive pictures of actual Cappellini stores from all over the world. Each product can be clicked on to get information about the designer, sizes, colors, etc. The logo of the site shows pictures of ambiance and changes randomly. Each product is distributed with a new label, telling its story narrated by the designer.


May 5, 2007