IxC
A walk through one home, furnished by Italian masters under a warm, dappled light
A walk through one home, furnished by Italian masters under a warm, dappled light. A catalog you live in, not just look at.
We produced this luxury furniture catalog working under the art direction of IxC, Imagine by Casati. Our contribution was the extreme customization of every scenario and a level of product fidelity reached through countless revision rounds: each piece was modelled and textured until it matched the real object in every detail, from the grain of the wood to the fall of the fabric. Nothing in these rooms comes from a stock library, and nothing is approximate.
The art direction asked for light with a particular character, warm and dappled, far from the flat illumination of a typical furniture catalog. That choice gave the set a unique personality and turned a product catalog into a sequence of believable, inhabited moments. The cover image went on to appear on the cover of an Architectural Digest issue in 2025, the kind of recognition that confirms how far the work travelled beyond its original brief.
A luxury furniture catalog for IxC. Every scene custom built, every piece modelled to match the real object, down to the grain of the wood.
01 Direction
The mood requested by the art direction was precise: light with character, warm and dappled, filtering through foliage and curtains rather than washing the room evenly. It is not the light of a furniture catalog, and that is exactly why it works: it gives every scene a time of day, a season, and a temperature, and it lets the products sit inside a moment instead of floating in a void.
Light that is warm and dappled, filtering through foliage and curtains rather than washing the room evenly, giving every scene a time of day and a temperature.
We built every scene around that signature illumination, studying how the shadows of leaves and window frames would fall across each material. The whole set shares one emotional register, and the products live inside a believable day, from the bright entrance to the soft, sheltered corners of the house.
Every scene was built around that signature light, so the whole set shares one register and the products live inside a believable day.
02 Process
The added value of this project lies in the extreme customization of the scenarios and in the fidelity to the product. Every environment was designed from scratch around the pieces it hosts, with its own architecture, palette, and styling, and every model, material, and texture went through countless revisions until it stood up to the closest reading, in print and on screen at any size.
Every environment was designed from scratch around the pieces it hosts, each model and texture refined until it held up to the closest reading, in print and on screen.
Furniture and lighting by Flos and B&B Italia were placed across different rooms of the same home, keeping a single, coherent style from one space to the next. The catalog reads as one residence you could walk through, which is what makes each product feel chosen rather than staged.
Furniture and lighting by Flos and B&B Italia run through rooms of one coherent home, so the catalog reads as a residence you could walk through.
03 Composition
Rather than isolated product shots, the catalog reads as a walk through one residence: living room, boudoir, breakfast nook, staircase. Each frame was composed for both the wide catalog spread and the tighter portrait crops used online, so the same scene works at every format the campaign required without ever feeling reframed as an afterthought.
Rather than isolated shots, the catalog reads as a walk through one residence, each frame composed to work both as a wide spread and a tighter online crop.
The staircase image became the signature of the campaign, the same frame that later reached the cover of Architectural Digest. A composition strong enough to sell a collection and, at the same time, to stand on a newsstand: that was the level the whole set was built to.
The staircase image became the campaign's signature and reached the cover of Architectural Digest, strong enough to sell a collection and stand on a newsstand.
Full image set
