In 1968, a logo designed by Hans von Klier and Luca Meda marked a turning point for Molteni&C—a bold decision that saw the company move away from “classic” styles in favor of modern furniture.
“Molteni, mobili per la tua isola” campaign, created by Young&Rubicam, which was published in various magazines from the second half of the 1970s.
From that moment on, visual identity became a central focus, expressed through sophisticated designs that captured the inspirations and spirit of the times. Under Luca Meda, Molteni&C’s first creative director, the company also began collaborating with graphic agencies, photographers, and designers.
“Molteni, mobili per la tua isola” campaign, created by Young&Rubicam, which was published in various magazines from the second half of the 1970s.
Throughout the 1970s and 1980s, Molteni&C’s advertising campaigns revolved around the concept of quality living. Young & Rubicam developed memorable slogans that highlighted not only the functional excellence of the furniture but also its emotional and psychological impact. These years also saw the company embrace a touch of irony and playfulness, incorporating hand-drawn illustrations and bold, sometimes provocative messaging. Rationality and decoration found a new equilibrium, resulting in a language that was consistent yet never predictable.
Advertisements published in Rassegna in the early 1980s, dedicated to the Raster series by Luca Meda and Franco Giacometti, and the Mount series by Afra and Tobia Scarpa.
The advertising campaign “Molteni, Un’altra casa,” 1987.
By the late 1980s, Felix Humm introduced a new logo—clean and minimalist, without embellishments or seals—ushering in a fresh graphic style for the 1990s. This era was defined by colorfull, engaging, and highly typographic design. Working with the FCA/SabbatiniBaldoniPanzeri agency, Molteni&C launched iconic campaigns, including the one for 7volte7, featuring the tagline "Dagli Appendini alle Ante", and the groundbreaking campaign for the Copernico System, a true revolution.
Advertising for Teatro by Aldo Rossi and Luca Meda, Piroscafo by Aldo Rossi and Luca Meda, and Vivette by Luca Meda, published in various magazines, including Rassegna, between the late 1980s and the first half of the 1990s.
ADV “Molteni&C Qualità sempre” dedicate alla sedia Alfa di Hannes Wettstein, a Pass di Luca Meda e a Globo di Luca Meda, primi anni 2000. Fotografie: Dhyan Bodha d’Erasmo.
For over 15 years, Felix Humm and his studio, Humm Design, shaped Molteni&C’s graphic identity, working in synergy with renowned photographers and designers. Over the years, the brand’s visual storytelling has drawn inspiration from cinema, theater, art, and architecture. Collaborations with Margherita Palli and Studio Cerri & Associati recreated the retro-futuristic atmospheres of Kubrick, while Annamaria Testa brought the focus back to the product itself, highlighting its intrinsic qualities through concise, direct narratives. In 2012, art director Kuchar Swara, alongside Faye Toogood and Marius W. Hansen, reimagined Molteni&C’s furniture within Milan’s Circolo Filologico, playing with scale and introducing fresh storytelling approaches.
Molteni&C and Dada advertising campaign set in the spaces of the Circolo Filologico in Milan, 2012. Art Director: Kuchar Swara, Stylist: Faye Toogood. Photography: Marius W. Hansen.
The key has always been to experiment while remaining true to the brand’s values and essence. In 2016, Vincent Van Duysen was appointed creative director, bringing a Nordic-influenced, refined, and intellectual perspective to Molteni&C’s communication.
Molteni&C advertising published in different magazines between 2016 and 2017.
Creative collaborations continued: in 2018, the Reflections campaign by Carina Frey and Stefanie Barth placed the Heritage Collection in dialogue with Gio Ponti’s iconic Milanese architecture. Roberto Ruspoli later evoked the timeless elegance of ancient Roman domus, and in 2024, to mark the company’s 90th anniversary, the Molteni Mondo: An Italian Design Story campaign was unveiled.
Molteni&C advertising campaigns dedicated to the outdoor, 2023 - 2024.
Advertising campaign "An Italian Design Story" dedicated to the company's 90th anniversary and the publication of the book Molteni Mondo. An Italian Design Story, 2024.
