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“Welcome to Beauty” is Long Haymes Carr’s take on Thomasville Furniture Industries’ new Bellasera line.
“This furniture makes a very high-end, visual statement,” said Mylene Pollock, creative director at the Winston-Salem, N.C., agency. “We wanted to humanize and capture this kind of pan-Mediterranean seductive opulence, and build an almost voyeuristic need to ‘Have it my my house now!’ “
The $6.5 million print and television effort for the North Carolina furniture maker does just that. Work features evocative images of exotic Mediterranean women–Moroccan novelist Bernadette Trini-dad and Italian photographer Cora-lita Alphonso among them–awash in the “luxury,” “passion” and “beauty” embodied in the collection.
“We’re living in a new Dynasty era,” Pollock said.
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