ARCHIVECREATIVE STATEMENT  



WHAT  WAS USEFUL  A  FEW YEARS  AGO –
IS  IT  USEFUL 
NOW?  
IT’S  TIME  TO
DECONSTRUCT.


COSENTINO













01. BRIEF


Cosentino launched the Pietra Kode collection, a reinterpretation of three ancient stones (Vicenza, Travertino, and Ceppo) that combine beauty, strength, and utility with the technological innovation of their high-performance surfaces.

The campaign aimed to connect with architects and designers globally, communicating the evolution of these materials over time and their adaptation to contemporary design.

02. INSIGHT



We live in an era of deconstruction, where the values, beliefs, and concepts that have defined our society are being revised and reinterpreted to adapt to the present day. In the field of architecture and design, the same thing is happening: Vitruvius' classical principles (beauty, strength, and utility) remain fundamental, but today they take on new meanings. 

Beauty no longer merely elevates the spirit, but is linked to sustainability; firmness no longer means only resistance, but also innovation in materials; and utility no longer responds only to function, but to a more conscious design experience. 

It is not a matter of rejecting the past, but of rewriting it with a contemporary perspective, and Pietra Kode is the embodiment of this evolution.





03. IDEA


Under the concept “It's time to deconstruct”, the campaign takes Vitruvius' principles and reinterprets them with Pietra Kode surfaces. 

Through a digital art gallery created in collaboration with the Blanco Void studio, a visual narrative is constructed where tradition and modernity coexist in harmony. 

The global campaign is rolled out in multiple digital and physical formats, inviting architects and designers to reflect on the evolution of architectural values and their application in the present.








04. EXECUTION











05. CREDITS




Date:                                          February 2023

Client:                                     Cosentino

Product:                                    Dekton | Pietrakode

Industry:                                    Interior Design

Country:                                    Worldwide

Agency:                                     Darwin & Verne

Creative Direction:                Pablo Mendoza
                                                     Alicia Vilches

3D Studio:                              Blanco Void

3D Artist:                                  Gonzalo Miranda

Sound Design:                        The Lobby Studios

Motion:                                     Jose Luis Mancilla