The best spaces are the ones that instantly invoke a feeling. Maybe it’s quiet energy, maybe it’s modern romance. Maybe it’s an enveloping sense of calm. Even if only through a photograph or a video clip, these spaces convey their key message: this is a place in which to immerse.

The new Loungescape ad campaign from luxury Italian furniture-maker Flexform is exemplary of this creative quality. Shot by contemporary German photographer Robert Rieger, with creative direction by Swiss design studio Juma, the campaign centres on an open, circular, light-filled room. Large floor-to-ceiling windows embrace the home’s wider scenery, masking the border between inside and outside. Within, shades of earth tones—cream walls, beige rugs, walnut accessories—drape the space in an inherent sense of stillness.

At the centre of it all is the Loungescape sofa, its off-white hue, textural fabric, and soft angular lines creating an anchor point of effortless comfort. A woman, dressed in light cream hues, with minimal makeup and natural nails, reclines on the sofa—easily at home in and at peace with her surroundings.

Debuted at Salone del Mobile 2025, the Loungescape seating system was created by Italian architect and furniture designer Antonio Citterio for Flexform. Meticulously crafted in Italy, the Loungescape features a curved silhouette that gives it a relaxed quality, with a signature raked base offering a sense of lightness and modernity, as if the piece is floating in space. Created both as a standalone sofa and as a modular, customizable seating system, Loungescape represents hospitality, but also possibility.

Explore more from Flexform at flexform.it.

Feature image courtesy of Flexform.