SapienStone – Kitchen Masterpieces
2018-04-24
Art, food and design meet in the new
SapienStone press campaign 2018.
An ambitious concept whose aim is to highlight the aesthetics and quality of SapienStone porcelain kitchen countertops.
The countertop in the
Brown Earth texture will be the focus of the pages of leading design publications in Italy, Spain and Germany in the coming months.
“Kitchen Masterpieces”, is the claim of this creative campaign, which even to the untrained eye immediately suggests the pictorial style of
Dutch master Van Gogh, especially his work
“Wheatfield with Crows;, which directly inspired SapienStone’s visuals.
There has always been a connection between the so-called figurative arts, like painting and photography and the world of food, but the profound nature of this link is often neglected.
Food has always occupied a privileged position in the history of art, and has even influenced real interpretative currents and artistic styles. Today there is still a dialogue between food and art, not through paintings, but through new media and TV formats, which are increasingly aware and focused on plating and the presentation of food. All this shows a
growing interest on the part of the food world to the aesthetics of dishes, to their appearance, and the visual perception of food.
Studies of the interaction between the various sensory spheres in cuisine show that there is no identifiable boundary between aesthetics and taste, just as there is no division between art and food, but they all combine, delineating a kind of unique culinary art.
This is the ambitious reflection behind the creative concept of the SapienStone campaign.
The theme is art and its representation and the means used to represent it is food, through culinary ingredients and, more precisely, fruit, cut and meticulously positioned in the space. The aim was to recreate an iconic piece of art from the past, a painting so famous that it has become part of our collective consciousness.
The main message, supported by the payoff “
Kitchen Masterpieces”, is to present
SapienStone porcelain slabs as the ideal base for preparing recipes every day, an aid to creativity in the kitchen and an ally in our passion for food.
The kitchen countertop thus becomes the blank canvas on which we can unleash our creativity:
anyone with a SapienStone countertop in their kitchen can feel like a true artist, able to create personal masterpieces.
As we mentioned above, this concept also aims to raise the aesthetic image of the SapienStone product, suggesting that the porcelain countertops are the real works of art, designed and produced with the same dedication and mastery as that devoted by Van Gogh to his canvases.
The first campaign visual is dedicated to Van Gogh. In coming months Sapienstone will add a new masterpiece to its collection. Are you curious to find out which one?
The Editors
