A speculative campaign that moves the Dream View Bench by Lise Vester for Muuto from its Nordic context into the agricultural landscape of the Italian Pianura Padana.
A proposal to extend the brand into a culturally different context, built on a simple idea: an object designed to mirror its surroundings and turn the gaze toward the sky should work in any landscape.
"The Dream View Bench is an invitation to pause and daydream for a moment. The curvature of the bench makes us look at the sky in a restful position, allowing us to connect with the sky and let our thoughts flow freely. The bench (100 cm wide) allows us to look at the clouds and stars in the company of each other and the chair (60 cm wide) invites for moments of self reflection." (Lise Vester, 2025)
As the setting I chose a wheat field in the Pianura Padana after harvest, one of the landscapes of my childhood. Low sunset light, yellow stubble and a sky that takes up half of the scene. The bench is a foreign structure, out of place, and it is precisely this contrast that makes its form and its function stand out.
Speculative project, not commissioned and not affiliated with the studio or the designer. Made for personal research and portfolio.
The subject is a woman in her mid-twenties. The need to stop and look at the sky, to find a moment of quiet reflection and connection with the present, is a theme that feels increasingly urgent for young adults today: a generation looking for its own path, often without the time to slow down. I chose a casting that could represent this generation. The outfit is neutral and understated: linen and wool, no logos or accessories. The character was entirely generated using generative AI tools, through an iterative process of selection and refinement.