From Vision to Paper.
To narrate the new era of Berloni meant, for us, translating onto printed paper the emotion one feels when crossing the threshold of a new home. For this reason, we curated the art direction of the 2025 catalog not simply as an illustrative tool, but as an editorial object capable of conveying warmth, care, and sartorial craftsmanship. From overseeing the photorealistic renders—for which we chose natural, enveloping lighting—to the graphic development, every detail was orchestrated to let the four new collections breathe in an intimate and welcoming atmosphere.
The Shape of Hospitality: Swiss Binding
The physical realization of the volume, entrusted to the typographic excellence of Asolana Group, transforms reading into a tactile experience. To bind the monograph, we chose the refined technique of Swiss binding, which leaves the spine of the book block elegantly detached from the cover. This is not a mere aesthetic detail, but a choice designed with the viewer in mind: this technique guarantees a perfect lay-flat opening. In this way, the sweeping architectural visions of the kitchens extend fluidly across double pages without the interruption of a central fold, welcoming the gaze into a continuous, airy, and unobstructed space.
A Sensory Syntax: Matte Black and Absolute White
The catalog’s design thrives on a precise sensory architecture, where the paper itself becomes a stage that guides the rhythm of the reading. The opening of the volume is entrusted to textured, matte pages in a deep black: a tactile, intimate, and silent prologue that invites the reader to gently immerse themselves in the new Berloni story. Once past this threshold, the space opens up to the absolute luminosity of white coated papers. A precise technical choice, intended to enhance the kitchen renders: on this surface, light vibrates and diffuses, faithfully capturing every single architectural detail and the richness of the finishes.
Embracing this visual weaving is the Berloni Red. No longer just a corporate color, but a discreet and elegant accent that emerges between the pages: a true fil rouge that accompanies the narrative. It is the constant heartbeat, the pulsating core of a historic brand that, through this new project, returns to dialogue with people.
