Oleandro. Unique. Just like us.
How do you tell the story of a product’s originality? With our chair Oleandro, we changed perspective. After talking about design and development, this time we went further: we chose to tell what cannot be measured. We started with people.
We chose to look at Oleandro from a different angle. Not starting from the object, but from the people who make it possible every day, following it through every stage and knowing its character deeply.
Calligaris entrusts the story of Oleandro to the people who share in its growth and evolution: its employees.
Individuals with different roles, experiences and paths, united by the same wealth of expertise, attention and care.
It is from this collective of daily gestures and perspectives that an authentic narrative takes shape, able to convey the product’s identity through those who truly live it.
The campaign takes shape through an essential, direct and authentic visual narrative. Fifty-two people. Fifty-two portraits. One single family of seats.
Oleandro is neither the absolute protagonist nor a simple stage prop.
It becomes a silent and constant presence, a shared element that moves across roles, functions and personal stories. It is always there, true to itself, yet different each time because each person who experiences it is different.
It does not seek to impose itself.
It exists. And it accompanies.
Oleandro, seen through the eyes of those who live it: elegant, stable, iconic.
Words that could describe a person.
Perhaps a colleague. Or a co-worker.
Or a chair.
But be careful: not just any chair.
We asked those who experience Calligaris every day to describe Oleandro with an adjective, a sensation, a word.
The result is a story made of similarities, characters and identities that intertwine.
Because behind every product there is not just a design idea. There is someone who imagines it. Someone who develops it. Someone who takes care of it. Someone who makes it real. Someone who tells its story.
And sometimes, where the object ends and the person begins is no longer so clear.
the detail that makes it recognisable:
for oleandro, it’s the backrest.
Every product in the Oleandro family by Calligaris is recognisable by its distinctive feature: the backrest.
A wooden or metal element that naturally follows the structure, wrapping it in a continuous, measured gesture, gradually tapering and flattening towards the end.
A line born from function that becomes formal expression, discreetly defining the identity of the seat.
The inspiration comes from observing the leaves of the oleander plant, from which the Archirivolto studio drew the idea for this highly recognisable shape. A reference to nature translated into an essential design gesture, combining aesthetics, balance and personality. An element that does not need to be emphasised.
Because it speaks for itself.
We wanted to give this story an even broader dimension by also involving our sales network and Calligaris stores around the world.
Because uniqueness is also this: different people, far apart, yet able to recognize the same values and what truly makes a product special. Oleandro carries not only the story of its materials and design: it is touched, chosen, and lived differently by each of us. Shaped by experiences, emotions, and personal stories. This is how it becomes “the one”. The one you recognize at first glance. The one that feels like home. Our stores are part of this team too: every encounter adds meaning, and every person helps make Oleandro unique.
