THE "CLUB" HOUSE

luisaviaroma home campaign 2018
CREATED BY VALENTINA GUIDI OTTOBRI
Ph. Diego Diaz Marin
Featured Guglielmo Miani

The Club House transforms the racetrack into a stage for surreal encounter. Here, furniture becomes protagonist, defying expectations of scale, function, and logic. Chairs float in improbable balance, tables twist like ribbons, and surfaces reflect both light and imagination, creating a space where the familiar becomes uncanny. The racetrack, a site of motion and precision, is juxtaposed against still, sculptural interventions. Surreal furniture interrupts the natural rhythm of the environment, inviting viewers to reconsider the boundaries between utility, play, and artistry. The campaign frames objects not as decoration but as agents of narrative : each piece a character, each composition a scenario of possibility. Color, form, and spatial tension converge to heighten the theatricality of the shoot. The work celebrates craftsmanship and conceptual audacity, showing how design can transform reality into an imagined world. The Club House is at once a homage to luxury, spectacle, and the imaginative potential of everyday objects.