Valextra Presents Observed Through The Window: Part I
Understanding that the art of observation is a two-way street, we asked photographer Anton Gottlob to capture the fleeting moment of exchange for our 2022 holiday campaign.
The art of observation is something you’ll be familiar with if you’ve been reading the Valextra journal. Taking leave from how our founder would observe the gestures and movements of Milanese clientele from the curved windows of our original San Babila boutique to engineer items that met their needs as well as desires, everything Valextra creates is a response to the moment.
For the 2022 holiday season, we ignite the conversation around observation through a new lens: the art of giving and receiving with our campaign, Observed Through The Window. To illustrate the moment, we asked photographer Anton Gottlob to capture the reciprocity of giving and receiving, resulting in a two-way perspective of the interior and exterior of a Valextra festive window that celebrates a fleeting moment in time.
Arriving in four chapters, the first is ‘Observed Through… Craft’, for which we celebrate the distinctive codes of Valextra.
For this chapter, our black lacquered Costa edging that frames the exterior of Valextra’s leather goods and our handpainted Inchiostro lines that finesse their interior are interpreted in an abstract window installation. Featuring the Tric Trac Crossbody Nano, the Iside Intarsia V and our shoulder straps with detachable card and coin purses, it conjures our artisanal spirit and presents it in morphological form.
Always exploring the common spaces between function and finesse, need and desire, intuition and expression, this first of four instalments encapsulates the creation and effect of Valextra’s urban craft.