Quiet Only in Appearance: The Story of Loungescape

Quiet Only in Appearance: The Story of Loungescape

“Quiet only in appearance.” With these words, a new narrative of living takes shape — one that transcends the traditional boundaries between indoors and outdoors. At its heart is Loungescape, a seating system that reimagines the sofa as more than a piece of furniture, transforming it into a landscape for contemporary living.

A Campaign Rooted in Balance

Captured through the lens of German photographer Robert Rieger and shaped by the creative direction of Juma, the campaign embodies restraint, elegance, and poetry. The imagery doesn’t simply present a product — it invites us into a world where architecture and nature exist in constant dialogue.

The inclusion of a woman and her horse deepens this vision. They stand as symbols of grace, refinement, and timeless connection with the natural world. Their quiet presence conveys serenity, yet within it lies strength and intention — much like Loungescape itself.

Loungescape as Domestic Landscape

Designed by Antonio Citterio, Loungescape is conceived not as a conventional sofa but as a domestic landscape. Its sculptural, organic lines echo the forms of nature, encouraging both convivial gatherings and intimate moments of reflection. It merges comfort with innovation, offering flexibility and depth without losing its sense of quiet sophistication.

This philosophy shifts the sofa from being a functional object to a living environment — one that adapts to the rhythms of everyday life. Loungescape becomes a canvas where moments of socializing, rest, and contemplation naturally unfold.

The Broader Language of Indoor Living

Loungescape is part of a larger story about how interior elements work together to shape our daily experiences. Each category of furnishing contributes its own role in this dialogue:

• Sectional Sofas: Flexible, expansive seating that defines communal spaces.
• Armchairs: Sculptural icons or cozy nooks, adding character and intimacy.
• Coffee & Side Tables: Anchoring the living area while offering both function and style.
• Bookshelves & Cabinets: Storage that doubles as architecture, showcasing stories and collections.
• Ottomans: Versatile companions, shifting easily between seating, footrest, and table.
• Accessories: The finishing touches — textiles, lighting, and objects — that bring warmth and personality.

Together, these pieces create a holistic indoor landscape, one where balance, comfort, and beauty coexist.

A New Way of Living

The story of Loungescape reminds us that true elegance often hides in restraint. It is quiet only in appearance, but beneath its calm presence lies a richness of meaning, design innovation, and connection with nature.

This is more than furniture — it is an invitation to experience living as a fluid, poetic exchange between people, architecture, and the natural world.

Discover the full story here: Loungescape | New AD Campaign | Videos - Flexform