Pedrali
Pedrali, Art Direction & Photography, ILA armchair by Patrick Jouin for Pedrali. The concept was simple, and radical: take ILA out of any interior logic and drop it into the world as it breaks apart. We shot on an active demolition site. Crushed concrete, exposed rebar, raw earth, steel beams lying on a freshly poured slab, the unfiltered reality of a world being torn down and rebuilt. And there, in the middle of all of it: ILA. Alone. Red. Unmoved.
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