Natuzzi Italia's short film Armonia has been awarded Best Director at the 2017 London Fashion Film Festival.
The fourth edition of the festival, which took place on 14th September, welcomed attendees from all over the world to celebrate all aspects of fashion film culture. The programme this year showcased a cutting edge collection of 60 individual films to an eclectic audience of fashionistas and celebrities, and featured a fantastic filmmaker panel including Joshua Brandão, Charlotte Andersen, Filiz Rezwan and Matteo Di Gioia.
A journey that demonstrates the special bond between Natuzzi and its beloved homeland, Armonia was directed by Luca La Vopa with creative direction by Pasquale Junior Natuzzi. Comprising a close dialogue with the inspiring muse of the brand, the film was short entirely in Puglia amongst olive trees and the bluest Mediterranean Sea: the ideal backdrop to showcase the Natuzzi collections.
The film is an invitation for a new target audience of Millennial travellers to join Natuzzi’s new Harmony Club, celebrating and communicating beauty, a positive attitude and respect for one’s surroundings.
The narrative follows four youngsters from different parts of the world as they rediscover their Puglian roots and share an experience of landscapes, panoramas, scents and flavours, ultimately showcasing the harmony that is generated between themselves, the land and the Natuzzi products. In the film, Puglia takes on an increasingly important role as an ambassador for the natural, historical and cultural beauty of Italy, becoming a symbol of the traditional Southern Italian way of life: a desire to share and a welcoming attitude that today seems increasingly rare.
Freezing in different frames and sets, the award-winning film reinforces Natuzzi’s identity to a wider audience and promotes a harmonious lifestyle as part of its ‘United for Harmony’ campaign.
