This is why we’d like to share with you today quiet allure of Greta Cevenini’s work:
1// In a nutshell:
Greta Cevenini is a set designer, stylist and interior architect, based in Milan. Her work finds its foundation on an ongoing visual research for new references – spanning through several disciplines such as art, architecture and fashion, with the sole aim of creating an image that has a strong visual and iconographic impact.
2// What draw our attention the most:
Greta Cevenini’s work stands for its quiet yet rich allure. Rather than focusing on defined color combinations, materials, geometries, and shapes, the designer has a freer approach defined solely by the project and the story she wants to tell.
It is a certain feeling she would like to have in the story the real starting point of her process. From this, she creates mood boards and concepts, often inspired by architecture and the set design of the ‘80s and ‘90s that she reinterprets with a contemporary twist.
Cevenini for Icon Design magazine.
Cevenini for Cassina.
Reflective surfaces and transparencies are often present in her projects, with hints of colors that tend to come from more neutral palettes. Her editorial work, for magazines like Icon Design, appears freer, less tightened by the codes of structured beauty and more focused on re-evaluating daily objects that add freshness to the story. Her most recent project is the new Cassina catalogue presented at 2019 Salone del Mobile, where more truthful to everyday life set designs represents the Italian brand in real-life environments, influenced by works of art, sophisticated styling and characterizing locations.
3// The bigger picture
Greta Cevenini’s quiet style stands apart from the more dramatic protagonists of Milanese interior scene such as Dimorestudio or Studiopepe. Nevertheless calm and cool, her approach shares that strong conceptual frame of mind typical of Italian designers.