Flos captures its icons in the Milanese entryways

In a time when everyone is looking ahead, Flos has chosen to take the necessary time to reflect on its very essence, immersing itself in a narrative that explores the relationship between past and present, emphasizing the timeless modernity of its creations.  Icons is a visual story that expresses the ever-relevant style of twelve of the brand's most beloved and significant lamps, which have shaped the history of lighting (from timeless classics like the Arco floor lamp or the sculptural Taccia, to the more recent Glo-Ball and IC collections), interpreted by Omar Sosa—artistic director and graphic designer of Apartamento Studios—in collaboration with Barbara Corti, Chief Creative Officer of Flos, and through the lens of Catalan photographer Daniel Riera.

These lamps are portrayed as perfectly integrated presences within the fascinating Milanese lobbies designed by some of the great masters of Italian architecture between the 1930s and 1960s, such as Gio Ponti and Achille Luigi Ferraresi. More than ten years after its last photographic showcase, Flos reflects on its heritage, launching a visual story capable of distilling more than sixty years of design history into a series of powerful and refined images.

A sophisticated dialogue is created between architecture and design, where every element, from the floors to the ceilings, harmonizes with the evocative geometry of lamps created by designers such as Gino Sarfatti, the Castiglioni brothers, Tobia Scarpa, and other great names in design. As Matteo Luoni, Deputy CEO of Flos, emphasizes, the goal is not just to celebrate the brand's rich legacy but to continue drawing inspiration from it to develop new designs that meet the challenges of the present, combining creativity and responsibility.

Barbara Corti explains how, in this project, Flos’s icons have become "organs and instruments of contemplation of reality," capable of creating a dialogue between the object and its user. The lamps are not merely functional elements but true semiotic intermediaries between human beings and the space around them.

This narrative unfolds in a sequence of color and black-and-white images, where the former highlights the timeless beauty of the objects, while the latter depicts stylized human figures moving around these design pieces, evoking the fast-paced contemporary life, perceived in detail yet also in the corner of the eye. Flos seems to remind us that design is not just an element that enriches our environments but an integral part of our lives, capable of reflecting and interpreting our emotions while engaging our perception.