ITAL gEN-Z series
Chaise with plywood base from La Pepino series, upholstered in green velvet, shot by Ruben Ortiz in the home of Robbie Whitehead (2022).
project overview
we present the ITAL Gen-Z Series, featuring a chaise from the La Pepino collection. With its sculptural plywood base and rich green velvet upholstery, this piece was captured by Ruben Ortiz in the home of Robbie Whitehead (2022), offering a fresh perspective on materiality and form.
Concept & Execution
The ITAL Gen-Z Series embodies a modern take on timeless craftsmanship, where bold aesthetics meet everyday functionality.
Designed to evoke both familiarity and novelty, this chaise draws from traditional furniture-making techniques while embracing a forward-thinking approach to materials and ergonomics.
Ortiz’s photography enhances this interplay, capturing the chaise in its natural setting within Robbie Whitehead’s home. His imagery highlights the way the piece interacts with light, space, and everyday life, emphasizing the seamless integration of function and artistry.
Art Direction & Visual designs
The visual storytelling for this project revolves around a sense of intimacy and authenticity. Set against the backdrop of a lived-in environment, the chaise takes on a dynamic presence.
Ortiz employs a cinematic approach, using natural lighting to emphasize the textures and contours of the chaise.
Conclusion
By blending bold materials, organic forms, and contemporary craftsmanship.
This collaboration underscores the role of perspective in shaping our experience of design. Through Ortiz’s lens.
VIEW NEXT PROJECT
La pepino series II
Chaise with plywood base from La Pepino series, upholstered in green velvet, shot by Ruben Ortiz in the home of Robbie Whitehead (2024).
