For Frette, the home is not just a space to inhabit. It is the place where we recognise ourselves, protect one another, and love. It gathers our most intimate gestures, our most vivid memories, and our deepest connections. With the new global campaign The Bed Is a Place, Frette opens a new chapter in its narrative, celebrating the most personal and authentic expression of life at home. The campaign is set against the backdrop of Casa La Scala, an elegant lakeside residence overlooking Lake Garda, where contemporary architecture blends with nature and the surrounding landscape contributes to the overall living experience. Here, the bed serves as a place for both physical comfort and mental relaxation.
At the heart of the campaign are Frette’s Icons – Naturalismo, Divine, and Ultimate – defining expressions of the brand’s most refined collections and emblematic of its commitment to exceptional quality. Each fabric is made from carefully selected natural fibres and finished with heritage techniques that emphasise texture and detail, turning rest into a daily ritual of comfort and wellbeing. Alongside bed linens, the campaign also includes a selection of Frette-to-Wear pieces – elegant sleepwear options that complete the in-home wellness experience.
Naturalismo
A great solo travel tip spotted this week on Hotel Designs.
