Panter&Tourron

035 Cappellini
Cappellini International Interiors
2025

Cappellini International Interiors is a year-long creative project developed for the iconic Italian design brand Cappellini, bringing together creative studio Panter&Tourron, art director Giulio Cappellini, graphic design studio Studio Temp, and a wider network of collaborators to reinterpret the brand’s DNA through a contemporary lens.

Conceived as part brand celebration, part creative re-imagination, and part site-specific installation, the project found its public manifestation during Milan Design Week 2024 as an immersive spatial experience within Cappellini’s newly reimagined Via Borgogna 8 space.

International Interiors unfolded through a sequence of evocative environments exploring contemporary living, blurring the boundaries between fiction and reality. The installation revealed the silent narratives that shape daily life: intimate moments, spontaneous interactions, and the quiet traces left behind.

Within this setting, objects were presented not merely as functional elements, but as active participants in the rhythm of life: a morning after a long night, a conversation suspended in time, a room transformed by presence and absence. Animated by Counter Subject’s silent screenplays—scrolling across screens suspended in mid-air like unseen presences—the scenography brought abstraction and representation into dialogue, framing the Cappellini collection through ambiguity, atmosphere, and narrative tension, while drawing from the brand’s lineage of saturated colour fields, unconventional arrangements, seriality, and repetition.

As part of this wider initiative, Panter&Tourron worked in close collaboration with Studio Temp on a renewed visual identity for Cappellini. The process began with an immersion into the brand archive, extracting emblematic visual cues from across decades of experimentation. From subtle refinements to the logotype to new graphic gestures, the typographic intervention operated less as a conventional rebrand than as an homage, bringing Cappellini’s radical visual experiments into a single, coherent system for the years ahead.

In parallel, the creative direction extended into a new visual campaign photographed by Eric Scaggiante. The imagery placed historic icons in conversation with recent additions, reframing the Cappellini collection through a contemporary lens and distilling the brand’s distinctive sensibility for colour, form, and attitude.