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B&B Italia unveils its new advertising campaign

news 11 Jun 2025

Slide 1

Tufty-Time 20

Two decades of design. Two decades of comfort, innovation, and unmistakable style. B&B Italia celebrates 20 years of Tufty-Time, the iconic modular seating system designed by Patricia Urquiola in 2005. A contemporary classic that redefined the boundaries of modern living, now reimagined for the future with Tufty-Time 20: enhanced comfort, new curvilinear modules, and a sustainable design approach that looks ahead. The 2025 campaign by B&B Italia presents Tufty-Time 20 in a striking contrast of forms: a brutalist architectural setting meets lush, untamed nature. An evocative backdrop for Patricia Urquiola’s contemporary reinterpretation of a design classic. In continuity with B&B Italia’s outdoor campaign, the scene is set in a refined, international atmosphere — sophisticated architectures immersed in exotic, unexpected landscapes. A visual story that reinforces B&B Italia’s global image and the timeless, placeless essence of its design. The new advertising campaign will be on air all over the world and will be supported by a multi-channel communication plan. Photo by Federico Cedrone