Sii Vero, sii Pescetrullo

Vero's latest photographic campaign set inside the Pescetrullo by Gaetano Pesce and captured by Mattia Greghi, in the heart of Salento, Puglia. 

With this project, VERO explores the intersection of radical architecture and contemporary design where the lightness of ideas meets the weight of matter. Shot within the walls of the Pescetrullo, a countercultural icon conceived by Gaetano Pesce and Gabriele Pimpini, commissioned by Caterina Tognon, the campaign is set in a place where local culture is reimagined through a global lens.
In this suspended, almost surreal atmosphere, VERO’s pieces enter into dialogue with the house-as-artwork, through a play of materials, textures, and forms.

The campaign features some of the brand’s most iconic furniture and accessories: from Zaven’s ceramics, captured on the red staircase, to Atelier Axo’s bookshelf, including Fredrik Paulsen’s colorful iron chairs, Federica Elmo’s glazed ceramic vases, and the geometric modules by CARA \ DAVIDE.

Simple lines and solid volumes settle into the space with ease, enhancing its warm surfaces, the raw vibrancy of polyurethane foam, and the tension between nature and artifice.

As Gaetano Pesce once urged: “Be Pescetrulli”, a call to irregularity, to free identity, and to the transformation of thought into space.
Sii Vero, Sii Pescetrullo (“Be Vero, Be Pescetrullo”) is also a return, a way to renew VERO’s deep connection to Puglia, its place of origin and a constant source of cultural cross-pollination.

As Pesce famously said: “Architecture is something that happens once every hundred years.” This campaign embraces that legacy and sends its echo forward - with respect,
freedom, and a necessary sense of stubbornness. It’s a composition of forms and colors rooted in the Mediterranean landscape and in a distinctly Italian design culture, one that is intellectual yet emotional, expressive yet grounded, and unapologetically alive.

Team

Mattia Caprifico - Brand Lead

Gianluca Tamantini - Creative Direction

Francesco Mastroleo - Videomaker

GC Agency - Press Office & PR