DIAMOND IN THE ROUGH
Luisaviaroma Home Campaign 2019
CREATED BY VALENTINA GUIDI OTTOBRI
Ph. Gioconda & August
At Vannelli Cave, Carrara
Set within the monumental Carrara Caves, this campaign transforms the raw spectacle of marble into a narrative of material alchemy. Objects appear to rise from the dust itself, as if shaped simultaneously by human hands and the ancient rhythms of the quarry. Marble dust becomes both medium and metaphor, dissolving boundaries between object, environment, and imagination. Here, form is revealed through absence as much as presence. The textures of stone — fractured, powdered, luminous — interact with the crafted surfaces of the objects, creating a dialogue between the raw and the refined. Light, filtered through cavernous space, animates each contour, rendering the objects simultaneously monumental and intimate. The campaign engages with the slow temporality of marble: a material that holds memory, weight, and history. Objects are not merely displayed; they emerge, suspended in a space that evokes creation, transformation, and reverence for craft. The Carrara setting situates them within a continuum of labor, artistry, and nature — a reminder that beauty is always both made and found. Emergence from Stone is a meditation on materiality, revealing the poetic potential of marble as both dust and form, and inviting viewers to witness the alchemy of creation in a landscape that is itself timeless.
