A collaboration defined by design
In 2024, an extraordinary collaboration is being celebrated, bringing together three Italian excellences: the craftsmanship of Poltrona Frau, the design of Lella & Massimo Vignelli, and the winemaking art of Feudi di San Gregorio. This synergy is represented by an exclusive bottle, a symbol of Italian craftsmanship and design.
The first collaboration between these two Italian excellences dates back to 2004, when Poltrona Frau created a special seat and other furnishings, designed by Lella and Massimo Vignelli for the Feudi di San Gregorio winery. This small armchair, called “Luna,” featured essential lines and was made in red leather, combining functionality and comfort.
Twenty years later, Poltrona Frau renews this collaboration with the launch of a limited edition of DUBL Metodo Classico produced from native Campanian grapes. For the occasion, a special wine was chosen: a 2016 vintage, with over eight years of aging on the lees, made from Greco grapes, a prestigious variety since ancient Roman times and today one of the most renowned in Italy.
Poltrona Frau has created an innovative label in Pelle Frau® ColorSphere® leather, in a red shade (SC Garnet) – reusing production scraps – which echoes the essential lines of the original label and recalls the materials and color used for the creation of the small armchair. Each label is applied by hand with the artisanal care that distinguishes both the leather manufacturing process and the long aging process of the wine.
“It all began in 2001, when, among many initiatives, our winery entrusted the genius of Massimo Vignelli to harmoniously and creatively combine two souls that best represent us: tradition and the ambition to break the mold and reinvent the imagery of wine.
Massimo Vignelli oversaw our entire brand identity and revolutionized our labels: the quality of the details, the choice of colors combined with the innovation of a much smaller dimension compared to traditional wine labels, gave our bottles extraordinary recognizability. The labels became the first ambassador of our company's philosophy.”
– Antonio Capaldo, President of the Tenute Capaldo Group
“Since 1988, Lella and Massimo Vignelli, with their unique vision as art directors, have transformed the logo and image of Poltrona Frau, creating iconic and timeless products such as the Intervista armchair and the CEO desk, still part of our catalog today. Their influence led to the innovative design of the company's showroom and auditorium in Tolentino and to the reinvention of the Soho store in New York, establishing new standards of minimalism.
Thanks to their undisputed creativity and leadership, we have had the opportunity to collaborate with many illustrious names in architecture, such as Frank O. Gehry, who for the Guggenheim Museum Bilbao used the Vignelli's Pitagora Theater System armchairs for Poltrona Frau. We are proud to collaborate with Feudi di San Gregorio for this limited edition and to celebrate the distinctive mark that the Vignellis have left on the world of design, helping to strengthen our commitment to excellence and quality.”
– Nicola Coropulis, CEO of Poltrona Frau
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