Promotion: designer Fabio Novembre‘s idea retailer for Italian furnishings model Natuzzi celebrates the model’s Puglian roots with an inside that displays the tradition, colors and traditions of the southern Italian area.
Novembre, who was born within the Puglian metropolis of Lecce, has created a “new retail idea” for Natuzzi at its Milan flagship retailer that might be launched throughout Milan design week subsequent month.
Designed to make the furnishings stand out, the renovated retailer inside is anchored by a square-shaped central lounge space that sits at its coronary heart. This piazza-like house is lined with lights and arches that recall conventional Apulian structure.
The central house is used for conferences with clients and likewise supplies an space the place they will check out the model’s digital 3D buying expertise.
Organized across the central house, numerous room units could be accessed via the arches, creating straightforward and free-flowing pathways via the house.
4 of the room units are devoted to the residing space whereas one other three areas set out whole residing proposals. The Apulian panorama – which is characterised by farms, olive bushes and a selected heat gentle – is conveyed via the smooth color selections and tactile supplies that create a relaxed temper.
“There’s a deep connection between Fabio and Natuzzi: we share the love for our roots, for what Apulia taught us,” mentioned chief inventive officer of Natuzzi Italia, Pasquale Junior Natuzzi.
“Once we determined to rethink the idea of our showrooms we instantly thought he could be the correct alternative, as he has a novel potential to translate into structure these values we share: hospitality, heat, Mediterranean magnificence.”
“Natuzzi is the proper interpreter to relate Apulia to a world viewers,” commented Novembre. “Locations have a soul, and Apulia has at all times been a crossroads of various cultures that stay collectively in concord. We’re a symbolic bridge over the Mediterranean.”
Throughout Milan design week, the courtyard areas adjoining to the showroom in Palazzo Durini Caproni di Taliedo will host an set up referred to as Germogli, which interprets as sprouts or shoots in English.
Conceived by Italian artist and designer Marcantonio, a collection of gigantic golden olive tree sprouts, virtually 4 metres tall, will seem as if they’re rising from the earth.
The set up explores the thought of rebirth and our connection to nature.
“The sprouts I’ve represented are the olive, the symbolic tree of Puglia,” mentioned Marcantonio. “Its wooden is treasured, it’s robust, its fruit is an emblem of fertility and reminiscence for all cities dotted throughout the Mediterranean, and it supplies a novel cultural connection between them”.
The model hopes that the set up may also throw the highlight on an pressing drawback dealing with olive groves in Puglia the place a bacterial illness referred to as Xylella is inflicting substantial issues within the olive groves and dangers compromising crops throughout Europe.
Additionally on present is Giampaolo Sgura’s photographic exhibition referred to as TRE(E)PIDATION.
The exhibition will current three pictures of olive bushes that showcase a panorama that “dangers disappearing eternally” because of the Xylella epidemic and was created to advertise public consciousness of the difficulty and help scientific analysis.
In 2019, the Italian furnishings model launched into what it referred to as “a brand new period of superior, white-glove customer support” by launching a virtual-reality buying expertise.
Natuzzi’s showroom takes place from 10 am to eight.30 pm from 7 to 12 June 2022.
To be taught extra concerning the model, go to its web site.
Partnership content material
This text was written by Dezeen for Natuzzi as a part of a partnership. Discover out extra about Dezeen partnership content material right here.