An extraordinary collaboration that unites three Italian excellences: the craftsmanship of Poltrona Frau, the design of Lella and Massimo Vignelli and the winemaking art of Feudi di San Gregorio. A synergy that takes shape in an exclusive bottle, a limited edition from October in all the best wine shops and on the winery’s online channels, a symbol of Italian craftsmanship and design. This is how Poltrona Frau x Dubl Edition was born.
The new collaboration between Poltrona Frau and Feudi di San Gregorio
The first collaboration between Poltrona Frau and the Tenute Capaldo – Feudi di San Gregorio Group dates back to 2004, when a seat and other ad hoc furnishings were created, designed by Lella and Massimo Vignelli for the Campania winery. This armchair, called “Luna”, was characterized by essential lines and was made of red leather, combining functionality and comfort.
While the collaboration between the Italian-American designers and Poltrona Frau dates back to the late 1980s, when Rai, the Italian radio and television company, entrusted Lella and Massimo Vignelli with the design of the studios from which to broadcast the news. It was a new way of providing information: no longer the so-called “half-length” but the full-figure shot of people. This is why the “Intervista” armchair was born: an evolution of the tub type, carefully designed to allow maximum comfort for the guest and even a posture that does not affect the timbre of the voice.
“Lella and Massimo Vignelli, with their unique vision as art directors, have transformed the logo and image of Poltrona Frau since 1988, creating emblematic and timeless products such as the Intervista armchair and the Ceo desk, still part of our catalogue. Their influence has led to the innovative design of the company’s showroom and auditorium in Tolentino and the reinvention of the Soho store in New York, establishing new standards of minimalism”, explains Nicola Coropulis, CEO of Poltrona Frau. “Thanks to their undisputed creativity and leadership, we have had the opportunity to collaborate with many illustrious names in architecture such as Frank O. Gehry who, for the Guggenheim Museum Bilbao, used their Pitagora Theater System armchairs by Vignelli for Poltrona Frau. We are proud to collaborate with Feudi di San Gregorio for this limited edition and to celebrate the distinctive mark that the Vignellis have left on the world of design, helping to strengthen our commitment to excellence and quality”.
After 20 years, in fact, Poltrona Frau renews its collaboration with Feudi Di San Gregorio for the launch of a limited edition of Dubl, the Metodo Classico sparkling wine obtained from native Campania grapes.
“Feudi di San Gregorio has a special connection with the world of art and design. It all started in 2001, when, among many initiatives, our winery relied on the genius of Massimo Vignelli to harmoniously and creatively combine two souls that best represent us: tradition and the ambition to break the mold to reinvent the imagery of wine,” underlines Antonio Capaldo, president of the Tenute Capaldo Group.
“Massimo Vignelli took care of our entire brand identity and revolutionized our labels: the quality of the details, the choice of colors combined with the innovation of a much smaller size compared to traditional wine labels, have given extraordinary recognizability to our bottles. The labels have become the first ambassador of our company’s philosophy. It is wonderful to be able to collaborate today with Poltrona Frau, celebrating one of the labels that Massimo Vignelli designed in the name of craftsmanship and the cultures of excellence that unite our brands.”
Poltrona Frau x Dubl Edition: the tribute to Lella and Massimo Vignelli
The shapes and label of Poltrona Frau x Dubl Edition were designed by Massimo Vignelli in the early 2000s. A special wine was chosen for this launch in homage to the designer: a 2016 vintage, with over eight years of aging on the lees, produced from Greco grapes.
Poltrona Frau has created an innovative label in Pelle Frau ColorSphere, in red (SC Garnet) – recovering production waste – that takes up the essential lines of the original label and recalls the materials and color used when making the armchair. Each label is applied by hand with the artisanal care that distinguishes both the leather processing and the long wine aging process.
In a celebratory box, together with a dedicated brochure with the story of the collaboration, it will be available from October in all the best wine shops and on the winery’s online channels in a limited edition of 2,000 pieces.
