A product whose identity is deeply intertwined with its narrative, where a dreamy and nostalgic storytelling emphasizes the inspiration behind the object.
This is a very special project for us, as we didn’t just create aprile’s brand: we designed aprile itself. This high-end suspended seat allows those who sit on it to feel light again as they lift their feet from the ground.
While aprile is technically not a swing, it still conveys that feeling of lightheartedness that we associate with the happy days of our childhood. It is inspired by springtime, a season of optimism and happiness: the main seating element is shaped after a petal.
Being able to craft both the product and its communication, we designed a brand with a strong narrative core, that lets aprile’s audience enter the world and feelings that inspired its design.
Entirely handcrafted in Italy, aprile is a product of an artisanal, tailored process that closely resembles Sublimio’s approach to communication projects.
Unusually for a design product, aprile comes with its own brand and narrative.
While most design products will leverage the brand awareness of the studio that created it, aprile is a brand in itself, with its own identity and tone of voice.
This was necessary for such an exclusive and peculiar product, that would hardly fit into any specific category or respond to a practical need.
In order to make storytelling part of the product, aprile is issued in a limited edition of 30+30: each seat is associated with one day of April. The date can be found, engraved, on the bottom of the seat, alongside the first words of a chapter.
It’s one of the chapters of “30 days of aprile”, an original story that will only be accessible to aprile’s owners.
Excerpts from the story also became part of aprile’s website.