#PEDRALITALES: The New Chapter of Pedrali Advertising Campaign

Pedrali unveils a new chapter of #PEDRALITALES, the 2024 advertising campaign that conveys the brand’s elegant lifestyle through its outdoor collections, set in an outstanding location.

The photos were taken in Sicily at the beginning of summertime and reveal a contemporary style deeply connected with the surrounding landscape, rich in the typical colours and flavors of the Mediterranean scrub. The warm tones of the earth and the use of local materials dominate the scene – dry stone walls lit by the sun, built using local stones, recall the golden hues of honey, beige marble cobblestones, and walls covered with hand-painted majolica tiles echoing the colours of flowers and berries. These elements blend harmoniously with the pure and wild nature. Centuries-old almond trees, olive trees, cacti, succulents plants and aromatic herbs infuse the garden with the scents and history of the place. The flowers offer a rich palette of colours from yellow to pink and purple, transforming the landscape into a natural hand-painted painting. The sunlight reveals evocative shadows, creating rarefied and welcoming atmospheres, while in the background, the blue sea creates a breathtaking contrast.

A genuine Mediterranean backdrop where Pedrali products stand out with bright and playful tones to highlight both their material texture and finishing assortments. These settings sublimate the beauty of the products but also emphasise the deep connection between design and the natural landscape where they are placed. Outdoor spaces’ design in recent years has been effected by significant changes, driven by trends of the sustainability, comfort, and aesthetic innovation. The growing interest in outdoor living has led to the development of solutions which enhance open air spaces, transforming them into pieces of genuine paradises. In the pursuit of blending environments, Pedrali’s outdoor collections offer the same quality and care of indoor furnishings.

The first two settings show a social atmosphere where natural and traditional elements, such as stone or tile walls, are masterfully combined using a colour palette from neutral sand tones to plant greens, and earthy browns, ochres, and beiges, mixed with shades of blue and aqua marine.

The first shot features Toa table by Robin Rizzini and Guinea armchairs by CMP Design. Toa table combines a technical-industrial style with decorative allure, giving life to a functional and evocative product. Lightweight and minimalist, the Toa table distinguishes itself for its solid bridge legs made of die-cast aluminium, thinner at the base and widen up towards the “T” element that supports the top. The use of geometry gives life to an iconic shape that blends the strength and lightness of a minimal design. The table’s stability and mechanical strength are guaranteed by two steel bars joining the two legs to the top. The possibility of combining tops made from durable materials such as solid laminate, also available in stone or terrazzo finishes, makes Toa suitable for outdoor use, as in this case.

Guinea is an aluminium outdoor armchair with an iconic allure that evokes the concept of lightness and transparency. The hallmark of Guinea are the FSC® C114358 certified teak armrests, which fit into the aluminium frame offering a pleasant touch detail that mitigates heat and cold temperatures. A moderate use of a durable tropical wood to preserve the material. The large, welcoming aluminium frame combines with a seat in waterproof textile mesh on which rests a soft, removable cushion. Guinea backrest can be customised in various configurations. The version with a waterproof textile mesh backrest is reminiscent of the traditional director’s chairs, with an enhanced sense of visual lightness. The version with the backrest in aluminium slats may be upholstered in fabric to further enhance comfort.

Toa table also fits in the second shot, surrounded by Lamorisse armchairs by CMP Design. Lamorisse is an armchair designed for outdoor living, but it is equally suited to any setting of pure relax. Its lightweight aluminium structure with oval legs welded to round tube armrests, hosts a large and comfy cushion. The main feature of this armchair is the contrast between the sleek shape of the supporting frame and the use of reach and cozy cushion. The seat is supported by elastic belts that offer maximum comfort and strength which almost disappear to focus the attention on the cushion, consisting of multiple sections joined by a zip and folded to create a shell.

Poolside area, the new Buddy Oasi collection, presented here in vibrant and playful tones, creates an elegant and welcoming corner. Designed by Busetti Garuti Redaelli, generously sized poufs and sofas maintain the contrast between the bold volumes of the seat and the lightness of the legs typical of the Buddy family. The distinguishing feature of Buddy Oasi is the movable backrest, with a soft, organic shape. Made of injected polyurethane foam, it can be easily positioned on the seat to create multiple configurations. A ballast and a non-slip fabric base provide stability to the backrest element. Buddy Oasi is designed to furnish outdoor environments, thanks to a waterproof lining and removable outdoor fabric cover ensuring easy maintenance. Available in five sizes, and two heights, Buddy Oasi offers the freedom to create multiple layouts. Here, Caementum by Marco Merendi and Diego Vencato also finds its place, a monoblock concrete table specifically designed for outdoor use, available in two heights. Through the addition of carefully selected additives, this highly resistant material guarantees excellent technical performance, including ease of cleaning, greater resistance to mechanical stresses and weathering, and low permeability to liquids and stains.

Pedrali’s sofa collections create environments that are both vibrant and relaxing – outdoor livings nestled in lush vegetation, perfect for relaxing in the open air. Arki-Sofa is an outdoor lounge seating system that offers comfort and elegance, same as an indoor sofa. This piece of furniture echoes the extruded aluminium frame and the linear, rigorous shapes of the successful Arki collection. Its geometrically shaped and generously thick cushions rest on a light structure supported by elastic belts. The polyurethane foam padding with waterproof lining covered in outdoor fabric guarantees excellent performances in the open air. The seat is raised off the ground by stainless steel feet, while the backrests and armrests are characterised by distinctive teak details. The “Plus” version offers a wider and deeper seat. The distinguishing features of this piece of furniture are its clean lines and the absence of visible screws. Thanks to linear modules and chaise longues, Arki-Sofa Plus allows multiple compositions to fit different needs of furnishing spaces.

Reva Cocoon, designed by Patrick Jouin, evokes a relaxing, dreamy ambience in its very name. Born from the desire to create a flexible outdoor piece of furniture ensuring ultimate freedom of use, Reva Cocoon is highly configurable to ensure maximum comfort and personalisation. The result is a new concept of elegance marked by pure lines and fine appearance. Reva Cocoon is a system of lounge seats for outdoor use: sofas made up of linear and corner elements and chaise longues, with backrests in two different heights. The line stands out for its striking backrests in stainless steel woven with rope in weather resistant polypropylene, for a truly natural appearance. To enhance comfort and ensure greater seating depth, the high backrests of Reva Cocoon are defined by a double curvature embracing the outline of the frame in extruded aluminium, at the ends of which stand four tapered legs in diecast aluminium. The cozy feeling is enhanced by the soft cushions that rest on the structure available in different shapes: rectangular, square and round. With its generous volumes and high backrests, Reva Cocoon creates a space within the space, offering protection and shelter from the outside world for those seeking a moment of relaxation and escape. The cord element, made 100% in Italy by expert craftsmen, offers privacy yet keeping the piece of furniture airy and bright using a thicker weave in the lower part and a looser one in the upper section. The set also features Panarea lounge by CMP Design, characterised by a traditional element hand-woven in Italy. This lounge armchair comes with a wide seat and a high backrest which outline traces virtual circular space of relax and conviviality. A comfortable cushion in dry-feel polyurethane foam that dries quickly and covered in fabric made from the same yarn used for the woven element. Caementum, presented in a glossy finish and available in blue, green, yellow, and beige colours, and Giravolta wireless lamp by Basaglia Rota Nodari fits perfectly in the setting.

Complete both settings the Twiny by DWA Design Studio, a collection of rugs born from the desire to create even more cosy and intimate atmosphere in the open air. The collection includes two different patterns, both in twill and defined by a discreet graphic sign, one striped and one diagonal. The rug background in neutral shades of sand is divided into two tone-on-tone sections, one lighter and one darker. The name Twiny reflects the essence of the rug design, with two motifs almost like twins: when multiple rugs are placed side by side, they create rhythm and a playful visual effect. The rugs are made from cord obtained by weaving a polypropylene yarn, which is strong yet soft and completely recyclable, ensuring a very high level of performance when placed outdoors, guaranteeing resistance to sunlight and weather, easy cleaning and maintenance.

Nolita sofa and Nolita Relax by CMP Design recall the origins of a historic course, started by Mario Pedrali in 1963 with his first metal garden chairs. A sofa and a lounge armchair that confirm their summery and joyful character, featuring simple and iconic shapes and a steel tube structure that provide visual rhythm and gentle proportions and ensure the greatest strength and durability. Nolita sofa and Nolita Relax keep the collection’s distinctive features of transparency and lightness. The comfort is enhanced by soft cushions padded in polyester, protected by a waterproof lining and covered with outdoor polypropylene fabrics. The versatility of Nolita sofa lies in the possibility to combine different modules: linear or angular with right or left armrest, that can be linked together by an HPL connecting top, available in different colours, rectangular or angular.

Philía, by Odo Fioravanti, takes center stage in a shot. Philía is a collection of outdoor seating reminiscent of the traditional Italian garden chairs, it recalls relaxed lifestyle in open air, typical of the Italian “dolce vita” of the Sixties. A side chair and armchair featured by geometric lines that blend with softer forms typical of the human body. Philía has a resistant high tensile steel tubular frame, while seat and backrest are wrapped in a textured pvc cord. The horizontal direction of the weaving, intersecting at the centre, ensures elasticity and high resistance. The hand-made weave gives softness and comfort to the seat, as well as a tailored made look. Frame and weave can be either one colour or two tones, presented in warm shades that blend easily into natural landscapes.

Anemos table by Pio and Tito Toso and Babila Twist armchairs by Odo Fioravanti, all pictured in warm terracotta shade, recreate a quite corner to enjoy a pleasant break surrounded by nature. Babila Twist stands out for a rhythm of straight and curved lines, creating a connection between the artificial world and the soft body shapes. Babila Twist is characterised by a large and comfy woven seat with a flat rope in weatherresistant polypropylene. This weave, handmade in Italy by expert craftsmen, wraps around the armrests and creates a play of light and shadow on the backrest. Babila Twist distinguishing feature is the combination of a woven body and a tubular steel frame with slats for the seat. These are screwed, making them easy to disassemble and recycle. A comfortable cushion made from dry-feel polyurethane foam that dries quickly, is covered in fabric for outdoor use. Anemos is a table characterised by simple and architectural shapes designed to enhance the texture of concrete, giving it a new style. The distinctive feature of Anemos is the base, composed of two separate concrete shells secured to the top. Like a structural membrane, these elements free themselves from their image of intrinsic weight and, through a double curvature, take on a flexible and sinuous shape. This very shape allows the thickness of the concrete to be left to a minimum. The result is a table that seems sculpted by the wind, visually light yet stable and solid due to its significant weight, capable of supporting large tops.

The idea behind Panarea, designed by CMP Design, is rooted in the Mediterranean coastline, and in the colours and refreshing breeze of an outdoor dinner on a sea-facing terrace, on a pleasant summer day. This collection of outdoor seats, including an armchair and a lounge armchair, feature a traditional element hand-woven in Italy as a sign of respect for and dedication to Italian craftsmanship. The wide and curved backrest is woven in polypropylene cord which creates an original geometrical pattern and wraps around the tubular steel frame as far as the armrests. This use of cord emphasises Panarea’s elegant appearance and optimises the weave, resulting in a double curvature that gives the chair a three-dimensionality and graphic rigour, as well as making it transparent, easy to move and suitable for outdoor use. A comfortable cushion in dry-feel polyurethane foam that dries quickly and covered in fabric made from the same yarn used for the woven element.

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