Flaminia’s new advertising campaign, “Art to Use”, celebrates the dialogue between art, design, and everyday life. Through a series of evocative visual narratives set in artists’ studios, ateliers, and creative environments, Flaminia products are presented as true functional works of art: objects designed to inspire, enhance interiors, and elevate the bathroom experience.
Among the campaign’s protagonists are Settecento, designed by Giulio Cappellini, and Siena, created by Advay Gupta, both portrayed as contemporary sculptures immersed in artistic settings that highlight their forms, materials, and unique identities.
Art to Use: Flaminia’s New Vision of Design
For decades, Flaminia has interpreted the bathroom as a space dedicated to wellbeing, aesthetics, and quality of life. With the launch of Art to Use, this vision evolves even further: the product is no longer seen solely as a functional object but as a cultural expression capable of engaging with art, architecture, and contemporary design.
The campaign claim, “Art to Use”, perfectly encapsulates this philosophy. Art is no longer something to be admired from a distance—it becomes part of everyday life, transforming into an object to be experienced and used every day.
This creative approach reinforces the value of Italian design and highlights Flaminia’s ability to collaborate with internationally renowned designers, creating collections that combine aesthetic research, innovation, and functionality.
Settecento by Giulio Cappellini: A Contemporary Sculpture for the Bathroom
One of the most iconic images of the campaign features Settecento, the washbasin designed by Giulio Cappellini, showcased within a striking sculptor’s workshop.
The setting evokes the world of classical art and craftsmanship: statues, bas-reliefs, and marble dust create a powerful backdrop that enhances the sculptural presence of the product.
The vertical grooves defining both the pedestal and the basin recall monumental architecture and the timeless elegance of Italian columns, reinterpreted through a contemporary lens. The result is a washbasin that transcends functionality to become a statement piece with a strong visual impact.
The artistic environment reinforces the campaign’s core message: Settecento is a work of art designed for everyday use—a perfect embodiment of “Art to Use”.
Siena by Advay Gupta: Where Design Meets Artistic Inspiration
Another key protagonist of the campaign is Siena, the washbasin designed by Advay Gupta, presented within an artist’s studio surrounded by easels, sketches, and painted landscapes.
The atmosphere is intimate and creative, placing the product at the centre of the scene as a pure and harmonious form capable of interacting with the colours, textures, and inspirations of the surrounding environment.
Its name evokes one of Italy’s most iconic artistic and cultural landscapes, while its soft and enveloping shapes communicate a sense of balance, elegance, and natural beauty.
Through this imagery, Flaminia portrays design as a creative process, emphasizing the connection between product design, artistic sensitivity, and visual culture.
The Bathroom as a Space for Personal Expression
The Art to Use campaign reflects a growing trend in the world of bathroom design and interior architecture: the bathroom is no longer considered a purely technical space but an environment that deserves the same level of design attention as any other room in the home.
In this context, washbasins, sanitaryware, and bathroom furnishings play a central role in defining the character and identity of the space.
Flaminia embraces this evolution through products that combine:
- Contemporary design
- Formal research and innovation
- Italian craftsmanship
- Technological excellence
- Attention to detail
Each collection is conceived to deliver not only functionality but also emotional value, creating a meaningful dialogue between aesthetics and everyday use.
Italian Design, Design Culture, and Innovation
Art to Use is also a statement of intent. The campaign celebrates the value of design as the result of creativity, expertise, and industrial culture.
The collaboration with internationally acclaimed designers such as Giulio Cappellini and Advay Gupta reflects Flaminia’s commitment to promoting an advanced vision of the contemporary bathroom, where every product is designed to stand the test of time both functionally and aesthetically.
The campaign imagery demonstrates how a design object can become part of a broader narrative—one shaped by art, architecture, emotions, and the pursuit of quality living.
Art to Use: Bringing Art into Everyday Life
With Art to Use, Flaminia reaffirms its identity as a brand capable of combining design, innovation, and design culture.
The collections featured in the campaign demonstrate how products created for daily use can achieve the status of contemporary artworks, transforming the bathroom into a space of beauty, expression, and wellbeing.
Because true design is not something to be simply admired—it is something to be lived every day.
