Pratesi The Italian Luxury Brand
Fuses Old World Craftsmanship With New World Technology

Pratesi, the revered Italian luxury brand with a 118-year legacy of crafting the world’s most artful and luxurious linens, announces its new artificial intelligence (AI)-driven summer campaign, Casa Pratesi. In a daring move that intertwines the old and the new, Pratesi has embarked on an artistic collaboration with AI visionary Hajar Ali. By marrying the precision of artificial intelligence with the soulful touch of artisan craftsmanship, Pratesi redefines luxury living with an AI-driven Italian villa featuring the brand’s iconic collections of linens. that transcend the realm of utility and become an integral part of living art. Casa Pratesi encapsulates the essence of Italian aesthetics, translating the rich history and culture into an architectural marvel that exists in both the tangible and virtual worlds.

Hajar Ali programmed the exquisite Italian villa with an understanding of Pratesi’s design language and rich heritage. She has generated these villas to complement and enhance the luxurious nature of Pratesi linens, which become part of a living canvas.

As Pratesi continues to define luxury in the 21st century, this artistic collaboration stands as a testament to the brand’s commitment to evolving without compromising its heritage. The AI-driven campaign is a testament to the enduring allure of Pratesi and an exciting leap into the future, where craftsmanship and technology converge to create a truly extraordinary experience.

Since 1906 Pratesi has been synonymous with the highest echelons of luxury linens, gracing the world’s most opulent residences and boutique hotels. With a storied history deeply rooted in Florence, the brand has curated an unparalleled legacy of uncompromising quality, elegance, and an unwavering commitment to traditional Italian craftsmanship.

 

Pratesi has continued to enjoy momentum since its relaunch in 2022. The brand has opened a boutique at Harrod’s in London as well as a new flagship store in Palm Beach at 400 Hibiscus Avenue and can be found at Bed & Bath, Hong Kong’s premier destination for the finest European linens, and at Woods Fine Linens in Harrogate in the United Kingdom. The new AI-driven campaign marks yet another milestone for Pratesi, whose humble story started in 1896 when founder Remigio Pratesi commissioned an exquisite set of linens woven by local seamstresses in order to woo a beautiful woman in his village outside of Florence. Remigio would soon marry, and by 1906 the local nobility sought his hand-crafted linens. The House of Pratesi was born.

As Pratesi continues to define luxury in the 21st century, this artistic collaboration stands as a testament to the brand’s commitment to evolving without compromising its heritage. The AI-driven campaign is a testament to the enduring allure of Pratesi and an exciting leap into the future, where craftsmanship and technology converge to create a truly extraordinary experience. Since 1906 Pratesi has been synonymous with the highest echelons of luxury linens, gracing the world’s most opulent residences and boutique hotels. With a storied history deeply rooted in Florence, the brand has curated an unparalleled legacy of uncompromising quality, elegance, and an unwavering commitment to traditional Italian craftsmanship.

Pratesi has continued to enjoy momentum since its relaunch in 2022. The brand has opened a boutique at Harrod’s in London as well as a new flagship store in Palm Beach at 400 Hibiscus Avenue and can be found at Bed & Bath, Hong Kong’s premier destination for the finest European linens, and at Woods Fine Linens in Harrogate in the United Kingdom. The new AI-driven campaign marks yet another milestone for Pratesi, whose humble story started in 1896 when founder Remigio Pratesi commissioned an exquisite set of linens woven by local seamstresses in order to woo a beautiful woman in his village outside of Florence. Remigio would soon marry, and by 1906 the local nobility sought his hand-crafted linens. The House of Pratesi was born.

About Pratesi

Pratesi, founded in 1906 in Florence, Italy, is a renowned luxury linen brand celebrated for its unwavering commitment to craftsmanship, iconic elegance, and the creation of linens that embody the essence of Italian luxury living.
www.pratesi.com

About Hajar Ali

Hajar Ali is Singapore born and currently working in Dubai. She calls her unique genre of art “Reverse Orientalism,” co-opting and sometimes subverting Occidental imagery to create Orientalist art. Originally created as an academic field to address the issues raised by Edward Said, she has translated this philosophy into art.

Prior to becoming an artist, her background was in luxury adventure travel. She became the first woman to cross the Empty Quarter, the world’s largest sand desert, in 2012—a feat that the explorer Rosita Forbes had her mind set on and an area that had captured the imagination of the likes of St. John Philby and Wilfred Thesiger. Her artistic vision was influenced by her travels as she experienced firsthand some of the most beautiful natural settings, lodges, and resorts in the world.

Hajar continues to push the boundaries of art, design, and technology, and her work inspires the imagination and evokes architectural marvels, both past and future, ready to be explored.