The new Rosenthal campaign "EGO - The Karl Lagerfeld Selection Exclusively for Rosenthal"

Selb (ots) -

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be downloaded free of charge at:
http://www.presseportal.de/pm/22549/rosenthal_ag

Beauty and perfection at their best. Rosenthal stands for luxury,
lifestyle and a special aesthetic feeling - for products without
which sophisticated tabletop culture and contemporary interiors would
not be the same. A sense of tradition coupled with the avant-garde is
the underlying principle behind this worldwide leading company.
Experience gathered from almost 130-years of company history, the
will to innovate and the intense cooperation with the best
international designers, architects, artists and craftsmen guarantee
the success of the world-famous company.

The star designer Karl Lagerfeld has also committed himself to the
world of beauty. Not only his designs for famous fashion houses, but
also his photographic works are world-famous.

And now he has set porcelain in unusual scenes for the new
Rosenthal campaign. "I was supposed to come up with twelve pictures
and ended up with about sixty, because it was such good fun,? says
Karl Lagerfeld as he describes his work for Rosenthal. "On the one
hand I love this brand, which is truly part of the German legacy; on
the other I am also interested in work as a link between beauty and
functionality.? Lagerfeld draws his very own personal picture of
Rosenthal with the exclusive "EGO" selection - in the very sense of
the word: From the product selection to the photography right up to
the artistic campaign design.

The designer displays Rosenthal porcelain from a new, unusual
perspective featuring Brad Kroenig, who is probably the most famous
male super model of the day. "By choosing a male model I wanted to
play with cliché of `becoming bourgeois´ which is associated with a
porcelain and crystal dinner service. The man appears to embody the
opposite of fragility, of the vulnerability of these precious
articles, but perhaps this is just a marvellous illusion."

All motifs use the aesthetics of classic black and white
photography in a consistent way. Lagerfeld develops his own visual
language: He plays with clichés, illustrates idioms, confronting
transparency and vulnerability with the male model's force of
expression. His style is not to commit himself to any one style.

Even after almost 130 years of corporate history, Rosenthal still
presents itself as both modern and fascinating. Tradition and
innovation: Rosenthal has always continued to develop between these
two poles - united and motivated by the ambition to create the best
design in every epoch - "the originals of our times". Philip
Rosenthal recognised the value of design way back in the 1950's:
Impressed by "industrial design" in the USA and the avant-garde in
Italy the innovative son of the company founder dares to break with
traditional porcelain design. He invites young creative artists and
designers to Selb in Germany to let them design modern forms -
marking the birth of the Rosenthal Studio-line. Together with famous
artists and designers such as Walter Gropius, Timo Sarpaneva or
Raymond Loewy, Rosenthal became a pioneer of contemporary product
design. This leading role provides the motivation to continue setting
the design trends in the future, too.

The photographs will be on display in exhibitions in porcelain
retail shops and in the Rosenthal Studio Haus stores, as shop window
attractions, as advertising motifs in lifestyle and design magazines
and as part of exclusive limited editions.

Originaltext: Rosenthal AG
digital press kits: http://www.presseportal.de/pm/22549
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ISIN: DE0007062010

Pressekontakt:
ROSENTHAL AG I
UNTERNEHMENSKOMMUNIKATION
Philip-Rosenthal-Platz 1 | d-95100 selb |
Tel.: +49 (0) 9287/ 72-369 | Fax: +49 (0) 9287/ 72-271

e-mail: sabine.schrenk@rosenthal.de i www.rosenthal.de