Doug Lloyd and company take the Fall campaign to visit the ‘spirit’ of Turin
By Kenneth Richard | The Impressionist
It is often true that the one character missing from a films credit is the location itself – as locations can influence more than the story, but the art direction and mood of the work in ways actors often can’t. Such is the case in the recent Bottega Veneta campaign by creative director Doug Lloyd, who chose the otherworldly home of famed designer Carlo Mollin on the bank of the River Po in Turin, Italy.
Mollin is famous as the single and childless playboy, inventor, designer, photographer and renowned architect who literally designed a room to die in. The room is modeled after a pharaonic death voyage, complete with a 19th-century bed shaped like a boat and surrounded by symbols of rebirth, butterflies, and of the women whom Mollino planned to entertain him in the after-life. Moline had a reputation as a Turinese superhero with an appetite for racing cars, photographing nudes, flying planes, skiing, and the occult. Along the way he designed some of the coveted architecture and furniture of his time, with a table fetching $3.8 million at auction in 2005.
The essence of Mollino resonates in both the film by Lloyd and the print by lensman Jurgen Teller, who photographed models Anna Cleveland and Freddy Drabble. There is a touch of the occult in the campaign, with the pair photographed standing in front of the planned boat-like deathbed on a watery blue carpet, no less. Sadly for Mollino his planning was to no avail, as he passed in his studio unexpectedly of a heart attack in 1973.
This campaign as well as others will help to fill the upcoming Bottega Veneta: Art of Collaboration tome to be published by Rizzoli this October. The book features work by Steven Meisel, David Sims, Annie Leibovitz, Nan Goldin, and Ryan McGinley. And The Impression is confident Mollino will be there in spirit.
Designer | Tomas Maier
Agency | LLOYD&CO
Creative Director | Doug Lloyd
Photographer | Jurgen Teller
Models | Anna Cleveland & Freddy Drabble