Italian furniture brand S-CAB has unveiled "Changing Perspectives", a new creative project developed in collaboration with photographer Pietro Cocco, signalling the company's evolving visual direction as it approaches its 70th anniversary in 2027.
The photographic series introduces a renewed visual language for the brand, exploring the relationship between design objects and the human body. Through this approach, S-CAB aims to communicate both its manufacturing identity and its future vision, while reinforcing the central role of people in the design process.
© Pietro Cocco
S-CAB's Art Director and co-owner Luisa Battaglia explains: "In recent years, we have sought to tell the story of our products through images capable of highlighting our core as a manufacturer of outdoor furniture and accessories. With Pietro Cocco, we wanted to underline an aspect that has always accompanied us in the initial design phase: each of our products is conceived and defined by its close relationship with the human body. This led us to introduce a change of perspective. Pietro Cocco, with a fresh language and an ironic eye, has captured the primordial essence of S-CAB while at the same time offering a representation of its future."
The project represents what the company describes as a "conscious evolution" of the brand's visual storytelling. Rather than focusing solely on the object as an isolated design element, the images place furniture in direct interaction with people, emphasising the physical and experiential dimension of design.
According to Pietro Cocco, the intention was to rethink how design is portrayed: "The project comes from a desire to surprise and change perspective. Design is told from unusual angles, breaking with the classic interpretation of the object and placing it in a direct relationship with the human body. People and products interact, support, and complete one another, giving life to images that stun and intrigue. The result is a visual narrative that brings design closer to people and makes it more alive and authentic."
© Pietro Cocco
The first visuals produced for the series feature Koala and Koala Open, chairs designed by Zaven. However, the concept extends beyond these individual products, reflecting an approach that S-CAB considers inherent across its entire collection.
By framing furniture from unexpected viewpoints, the images challenge conventional product photography and aim to create a bold visual narrative that draws attention to the physical and emotional interaction between people and design.
As the company moves towards its 70-year milestone, "Changing Perspectives" positions S-CAB's heritage as a foundation for future innovation, presenting change not as a rupture with the past but as a natural and ongoing process of evolution.
More information:
S-CAB
[email protected]
www.s-cab.it
