Paolo Stella launches the @suonareStella project and opens the world of social media to high-end design. Furniture designed by renowned personalities from the international design scene and beyond, iconic projects and the valued works of Italian brands are not merely exhibited but enter the spaces of the influencer’s Milanese home to be experienced and described.
@suonareStella is an innovative design consistent with the evolution of the contemporary digital experience that traces a new and interesting path in terms of design communication. With over 400,000 followers on his @paolostella and @suonarestella Instagram accounts, Paolo Stella reaches a vast audience eager to discover and desire new design styles. @suonareStella is the new format to communicate design.
Using a model of temporary collaborations, the rooms in Paolo Stella’s house become the ideal stage to showcase design. Selected pieces leave the anonymous confines of the showroom to come alive in the influencer’s home, to accompany his days, to interpret the scenography of his posts and to become digital content.
“Design should not be displayed, it should be experienced. This is how @suonareStella was born: the first digital project that recounts furniture through the product experience. Thanks to the collaboration with important Italian design brands, every six months I will redecorate my home in Milan and, as in a pop-up showroom, everything on display will be available to purchase via e-commerce. Furthermore, with each change of the setup, the objects and accessories that have been in the house will be sold at advantageous prices as happens in traditional showrooms with display pieces. But that’s not all, at the same time I will design numerous capsule collections with important names in art de la table, home decoration and design,” says Paolo Stella, creative director of @suonareStella.
The @suonareStella project kicks off at Paolo Stella’s home but is designed to be scalable. In addition to the influencer’s home, the homes of two other social media stars have been identified and will be set up with the same principle in order to offer three completely different personalities and three interior styles for a broad and diverse story of design.
The initiative starts with Boffi | DePadova, which brings its unique design and architectural mood to the home of Paolo Stella. This is reflected first of all in the Milanese showrooms of De Padova Santa Cecilia and Boffi Solferino, with the Alberese sofa designed by Piero Lissoni, the iconic T95 table by Achille Castiglioni, the Albereta armchairs by Philippe Nigro and Blendy by Omi Tahara. What’s more, there is the linear and essential R.I.G bookcase by MA/U Studio and the extraordinary handmade Bombori lamp from the new Time & Style ēdition collection in rice paper and wooden strips that is made according to traditional Japanese processes.
“Demonstrating the versatility of the Boffi | DePadova vision in the domestic space is one of our main aims,” says Roberto Gavazzi, CEO of Boffi | DePadova. “As with our showrooms around the world, where eclectic products coexist and blend harmoniously, the same philosophy applies with @suonareStella and the mission of the group’s brands: to show how different lines and concepts can fit perfectly into your home,” adds Gavazzi. “We are therefore very excited to be part of this exclusive partnership.”
The installation of @suonareStella is rounded off by designer lamps and accessories selected by Mohd, the biggest Italian e-commerce platform specializing in design.
With @suonareStella, an authentic home setting hosts the most exclusive digital experience of interior design. The objects and accessories shared by Paolo Stella inspire, engage and generate emotions to become key elements in a new narrative on living.
The @suonareStella project is supported by Francesca Noseda, CEO of M&C Saatchi PR, and Laura Angius, expert in digital innovation and e-commerce.