The new Azucena. Ideas, design, words.
Brand identity, Shooting concept, Editorial design
CLIENT: Azucena / YEAR: 2018
Photographer: Federico Clavarino
An active vision of Italian heritage was at the core of Juma’s project for Azucena. Founded by Luigi Caccia Dominioni, Ignazio Gardella and Corrado Corradi Dell’Acqua, and relaunched by B&B Italia in 2018, the brand has long been celebrated for its blend of formal elegance and understated luxury. Aiming to preserve its legacy while highlighting its timeless modernity, the studio developed a multifaceted project—from the restoration of the logo and the creation of a new identity system to a photographic exploration of the products in both narrative and technical terms.
Alongside the restoration of the original logo and its modernization to sustain historical relevance in contemporary times, Juma chose to narrate the brand through two parallel yet converging photographic projects. Independent but symbiotic, the portraits highlight both the design of azucena’s products and their connection to Milan.
A CROSSOVER BETWEEN THE FURNITURE AND THE CITY, THE DESIGN AND THE ARCHITECTURE, THE ABSTRACT SHAPES AND THE PEOPLE IN MOTION. FEDERICO CLAVARINO TAKES PHOTOGRAPHS THAT INTEGRATE THE URBAN ASPECTS AND THE PHYSICAL GESTURES OF LOCAL PEOPLE WITH THE SUGGESTIONS HE PERCEIVED IN THE AZUCENA ICONIC PIECES.
Social media campaigns
Catalog and sampler
A FINE SLIPCASE THAT CONTAINS TWO VOLUMES. AN OPERATION THAT COMBINES A CRITICAL ESSAY BY FULVIO IRACE ABOUT THE HERITAGE OF THE FOUNDER LUIGI CACCIA DOMINIONI AND TWO PARALLEL PHOTOGRAPHIC PROJECTS EXPLORING THE MODERN CLASSIC SOUL OF THE BRAND.
Azucena collection
Related projects
