What lies behind the words “my home”?

These two little words are the credo, which Calligaris has chosen for its international communication campaign because they perfectly sum up its philosophy. But what really lies behind these two words? We asked two special women who see the world of furnishings and décor from two unique points of view separated by 1,000 kilometres - the distance between Italy and Denmark...

“My Home”. These two small words hide an entire approach to living behind their apparent simplicity. In addition to being the title of the magazine, My Home is also the slogan of Calligaris’ international advertising campaign and it was chosen because it perfectly encapsulates the spirit of our times and embodies that modern viewpoint that focuses on the individual, involving much more than just furnishing your home setting. Today everyone has the right to feel free to be and do what they want within the walls of their home. The first rule is there are no rules. This is why it is vital to have a partner like Calligaris working by your side. With its affordable designs, versatility and vast range of furnishing products, it is the perfect ally because it allows each one of us to express who we are, how we see the world and what makes us tick through the pieces of furnishings we choose. “My home” stands for lifestyle and to gain greater insight into this concept we called on two women who contributed to creating Calligaris’ new advertising campaign to explain it to us better. Line Klein, the acclaimed Danish photographer tasked with taking the shots and whose architecture pictures have earned her an international reputation and Alessandra Salaris, an Italian designer who elevates all she touches to elegant heights. A fun “dual interview” which compares the points of view of two women from different backgrounds - a Danish one and an Italian one - who tell us what home means to them and their countries.
Perfect to share with us what it means for them to furnish a house and live in it, but especially the wealth of meaning behind those apparently banal words “My Home”.

Line and Alessandra, would you like to tell us what “My Home” actually means?

ALESSANDRA: This is part of a much broader concept, which goes beyond living quarters. Compared to the past, we are able to enjoy many more experiences. We have more choices, we can travel relatively effortlessly and this freedom of expression has obviously wound its way into our home-making experience. At home I am free to do what I want. This sociological phenomenon is the consequence of the greater opportunities offered by our contemporary culture. In the past, everything was more rigid and set. For instance, parents used to choose kitchens because it was an expensive purchase and needed to last a lifetime. They had more money than their children who had to put up with someone else’s tastes. Nowadays, various factors, including increased precariousness and economic instability, have led us to believe that we will not necessarily live in the same house all of our lives. In two years’ time, you might end up working in Shanghai or who knows where. At this particular juncture in history, Calligaris’ tactic of offering designer goods at an affordable price is without doubt a winning choice.

LINE:  In Denmark, it is different. This is a period in time when the house is considered to be both a haven and a status symbol. People want to live in beautiful houses and are proud to show them off to others. I do think, though, that furnishing a house is a lifelong affair. Your ideal house cannot be the bachelor flat you moved into at 20, it has to be the one, which is packed with familiar and beloved objects, a place that you piece together over time. Naturally, I like the odd designer piece as well. In Denmark we have a symbiotic relationship with design. My childhood home was full of famous pieces of furniture, but at the time, there was nothing strange about having an Arne-Jacobsen chair. It was just an object. Its purpose was to be useful and comfortable. There was no showing off. Today that has all changed. Everyone wants to outshine their neighbours with their modish furnishings.

What does home mean to you?

ALESSANDRA: That is a really difficult question because I have just bought my own house. As I work with trends in the furnishings industry, it is going to be tough to make sure the surrounds don’t only follow current fashions, but look good over time.

LINE: My job has led me to not pay much attention to trends. It took me a long time to work out who I am. My home reflects this interior struggle and it is full of very personal objects, many inherited from my family.

Can “My home” also mean taking Calligaris furniture and making it unique and personal?

LINE: No doubt about that. The idea of eclectic tastes appeals to me. I would love to have an Italian Calligaris table to counterpoint all the Nordic things I have in my house. The important thing is not to stand still neither in terms of tastes nor in your experience of home. My idea of living, “My Home” to me means just that - constant evolution.

What differences are there between home living in Italy and Denmark?

LINE: I haven’t actually been to many Italian houses, but those few I have visited were very chic.  The connection between Italians and design goes back a long way. You are used to chic dressing, living in elegance and basically incorporating beauty in all you do. I think that Italy and Denmark have this in common. We like to live well and to surround ourselves with beauty. The difference lies in the fact that in Denmark our tastes are much more minimalist and we tend to hoard objects we inherited from grandparents or our family rather than buying a new sofa every ten minutes. A recent trend in Denmark, which is gaining popularity is called the New Nordic Warm Minimalism. Previously the Danish had always gone for subtle cold shades like blue or grey - they evoke the colours of the North Sea, which bathes our shores. Today, though, we are contemplating warm colours from Southern Italy like yellow and white.

ALESSANDRA: I love this idea of contrasting the Danish and the Italians, but the truth is that we don’t really share the same approach to home décor. Apart from a tiny percentage of people who invest much time and energy into their surrounds, most Italian are preoccupied more with practicality than looks. The obsession for detail that I have encountered in some Northern-European homes doesn’t exist to the same extent in Italy. Perhaps it is a question of climate. As soon as they can, Italians go out. We tend to spend our money more on travelling or going out for dinner than on designer furniture. On the other hand, the colder Northern climate forces the population to stay indoors which is why the Danish are so obsessive about interiors and décor.

How did the new Calligaris campaign come about?

LINE: I knew they were interested in me as a photographer because they wanted a new slant, a Scandinavian feel which was neither too warm nor too cold. I wanted to convey this ideal fusion of a Nordic atmosphere and the Calligaris furniture, which is quintessentially and magnificently Italian. Their international approach amazed me. I really love this campaign because it is entertaining whilst being stylish at the same time. It really reflects Calligaris’ core identity, which delivers exclusiveness at an affordable price. This campaign focuses on what the house means “to you”, on what “home” actually means. In one of the pictures, there is a man sitting comfortably in the living room whilst playing paper aeroplanes and that is exactly the point: “home” sometimes just means enjoying it without having to do anything. Everyone’s dream, isn’t it?

ALESSANDRA: In a campaign like this, the choice of location was crucial. As a background we needed houses that emanated a sense of warmth and security, ones with a story to tell suffused with inviting hues. That cold dazzling white light that was so in vogue in the ‘90s has gone out of fashion. We chose two very different apartments. One was modern whilst the other was historical, but neither gave off cold vibes. They were both inviting in their own way.

LINE: Yes, it is true. It was really fun to match Calligaris’ furniture to the surrounds. It worked well in both a modern and more traditional setting.

Is there one Calligaris object you fell in love with while you were working on the campaign?

ALESSANDRA: Definitely Tubini, a vase from the new CoDe collection.

LINE: I am in love with the sofa. And then their tables. They make such cool tables: that can be extended according to your circumstances. Practical but at the same time with an exquisite design.

When beauty and functionality come together, the effect is extraordinary, don’t you think?