GRAFF to present an iconic art gallery at Salone del Mobile

Published on : Tuesday, March 1, 2016

Art of Bath Gallery is the new artistic and emotional journey undertaken by GRAFF, an original visual leitmotiv that will be displayed at the upcoming Salone del Mobile in April.

Created by Davide Oppizzi in partnership with D-Cube Design, the GRAFF booth at the International Bathroom Exhibition is a veritable art gallery. Visitors will get to see classical artworks from a modern angle in which history, art, symbology and sensuality, past and present, mingle.

GRAFF_Salone_del_Mobile_2016_800x500GRAFF’s artistic products definitely connect with iconic artworks in Milan. The latter are reinterpreted by Vincent Calmel, an internationally known photographer, specialized in portraying eminent, international personalities.

The display revolves around five pictures: the Birth of Venus by Botticelli, Death of Marat by Jacques-Louis David, La Grand Odalisque by Ingres, Ophelia by John Everett Millais and Gabrielle d’Estrées by the Fontainebleau school. These images have a direct parallel with GRAFF’s design, due to the timeless, aesthetic forms characterizing the company, which, nonetheless, is capable of catering for modern taste as well.

The architecture of GRAFF’s booth is serious and monumental at the same time. Spaces are customized, room-by-room. Shower systems, faucets, showerheads and accessories connect, weaving interesting, colorful and iconic threads. The result is a strong and vibrant “canvas” depicting the most salient items from the latest GRAFF collections.

Each piece is the protagonist of such invaluable “mise en scène”, aligning itself with a specific aesthetic philosophy: the search for essentiality, free of ornamentation. Tying GRAFF to art comes natural as the company is hugely esteemed all over the world for its unique vision and for the originality of its trend-setting and trend-forecasting collections.

Emanuela Tavolini, Sales Director for GRAFF Europe, says, “We have chosen the emblematic and high-impact iconography of Vincent Calmel’s works as the new display concept for 2016, because we believe that real beauty springs from timeless and classical shapes, reinterpreted and adapted to the changing contexts with which we are confronted today. This is the goal we want to achieve through the design of GRAFF products, by introducing iconic objects with a strong aesthetic content in today’s world of bathroom design.”

GRAFF’s innovation springs from a solid tradition, that is inspired by the concept of classical beauty, seen with a modern twist, just like Vincent Calmel’s work. At the International Bathroom Exhibition, the atmosphere of a veritable art gallery comes true. An art gallery hosting as many artists as much time passes by.

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