MILAN — Ginori 1735 celebrated the worldwide unveiling of its new Oriente Italiano Gold collection here Monday to the beats of DJ duo Doppelgänger Paris’ Brice and Regis Abby and with images of brand ambassador Jake Gyllenhaal beside its latest set of visually impactful tableware.
Inside the Ginori 1735 flagship on Piazza San Marco 3 in Milan’s Brera district, actor Luca Calvani, the founder of Helichrysum Gin, was active behind the bar, where rounds of gin and tonics sprinkled with gold dust were served. The cocktail party was attended by a roster of Italian influencers that included Paolo Stella and culinary personality and writer Csaba dalla Zorza.
Jake Gyllenhaal fronting the Ginori 1735 campaign.
Courtesy of Ginori 1735
On display was the Oriente Italiano Gold assortment of plates, tea and coffee services and home decor items, such as vases, talc boxes and pocket trays, all crafted in hand-decorated porcelain. The new collection is characterized by fresh Ginori 1735 shades of Aurum (gold) and Rubrum (red), available in two new precious patterns and accented with gold.
Scented giftware, such as scented candles, candle holders, vases and room diffusers, also complement the new collection. Scents include Vicolo dell’oro (Italian for gold alley) made with notes of bergamot, green mandarin, peony, boxwood, musk; and Cuoio Rosso (Italian for red leather), a scent infused with notes of cedar peel, bitter orange, red grapes and strawberry.
Luca Calvani serving a gin and tonic made with his Helicrysum Gin.
Stefano Trovati for photo agency SGP
Founded in 1735, the Sesto Fiorentino-based brand was acquired by Gucci in 2013, and is now under the Kering umbrella.
Former Gucci creative director Alessandro Michele first envisaged Oriente Italiano [Italian Orient], drawing inspiration from archival patterns. He designed the collection in 2014, after being appointed creative director of Ginori 1735. The company said the creative direction is currently being spearheaded by an in-house team, following Michele’s departure from Gucci last November.
Today, Gyllenhaal is the face of the Oriente Italiano collection and is portrayed in a photo series lensed by Gray Sorrenti. Current campaign images show him stacking Ginori plates, touring the storied manufacturing plant and enjoying a meal at a typical Italian dinner table.
A company spokesperson said Gyllenhaal is expected to attend the New York City celebration feting the Oriente Italian Gold launch in November.
The brand’s chairman and chief executive officer Alain Prost, who was in attendance at the event, said that there was no particular strategy with regards to its approach to curating its list of brand ambassadors. In May, on the occasion of its Seoul opening, the brand turned to South Korean model and actress Ko So-Young, who has starred in series such as “Ms. Perfect.” She is also Ginori 1735’s retail partner in the area.
With regards to Gyllenhaal, Prost told WWD, the feeling was mutual.
“Jake loves design. He’s fascinated by Ginori 1735,” Prost said, highlighting Gyllenhaal’s personal expression of interest in the brand. Prost added that activations around the Oriente Italiano collection such as the takeover of Venice’s St. Regis hotel, are expected to continue.