These two little words are the credo that calligaris chose for his international communication campaign because they perfectly sum up his philosophy. but what is actually hidden behind these two words?

“My home”. These two little words hide an entire approach to life behind their apparent simplicity. Besides being the title of the magazine, Moj dom is also the slogan of Calligaris’ international advertising campaign, and it was chosen because it perfectly reflects the spirit of our time and embodies that modern point of view that focuses on the individual and includes much more than just furnishing your home. Today, everyone has the right to be and do whatever they want within the walls of their home. The first rule is that there are no rules. That’s why it’s important to have a partner like Calligaris working alongside you. With its affordable design, versatility and wide range of furnishing products, it is the perfect ally as it allows each of us to express who we are, how we see the world and what makes us go through the pieces of furniture we choose. “My home” means a lifestyle, and in order to gain a better insight into this concept, we invited two women who contributed to the creation of Calligaris’ new advertising campaign to explain it to us better. Line Klein, a respected Danish photographer whose mission is to take photographs and whose architectural images have brought her an international reputation, and Alessandra Salaris, an Italian designer who elevates everything she touches to elegant heights. A fun “double interview” that compares the viewpoints of two women from different backgrounds – Danish and one Italian – who tell us what home means to them and their countries.

 

Perfect for them to share with us what it means to them to furnish a house and live in it, but especially the wealth of meaning behind those seemingly banal words “My home”.

line and alessandra, would you like to tell us what “my home” actually means?

 

ALESSANDRA: This is part of a much broader concept, which goes beyond living spaces. Compared to the past, we are able to enjoy many more experiences. We have more choices, we can travel relatively effortlessly and this freedom of expression has obviously seeped into our homemaking experience. At home I am free to do what I want. This sociological phenomenon is a consequence of the greater possibilities offered by our contemporary culture. In the past, everything was more rigid and set. For example, parents chose kitchens because it was an expensive purchase and needed to last a lifetime. They had more money than their children who had to put up with other people’s tastes. Today, various factors, including increased insecurity and economic instability, have led us to believe that we will not necessarily live in the same house for life. In two years you could end up working in Shanghai or who knows where. At this particular moment in history, Calligaris’ tactic of offering designer goods at an affordable price is undoubtedly a winning choice.

 

 

LINE: It’s different in Denmark. This is the period in which the house is considered both a refuge and a status symbol. People want to live in beautiful houses and are proud to show them to others. However, I think that furnishing a house is a matter of life. Your ideal home can’t be the bachelorette apartment you moved into at 20, it has to be one that’s full of familiar and beloved objects, a place that you connect with over time. Of course, I also like the unusual designer piece. In Denmark, we have a symbiotic relationship with design. My childhood home was full of familiar pieces of furniture, but at the time it was nothing out of the ordinary to have an Arne-Jacobsen chair. It was just an item. Its purpose was to be useful and comfortable. There was no showing off. Today, that has all changed. Everyone wants to outdo their neighbors with their modern furniture.