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The world-famous Italian lifestyle furnishing brand Natuzzi Italia, a symbol of Mediterranean style, recently launched its “Circle of Harmony – Comfortness” series, drawing on the influence of different fields of renowned designers and colorful interpretations of comfortable style concepts. Celebrated Italian designer Fabio Novembre, hailed as a “national treasure” in his country, was invited to the opening of Natuzzi Italia’s new Flagship Store to provide an insight into southern Italian style and to interpret the origins of its comfortable lifestyle.
Capturing Puglia’s celebratory culture and rich natural heritage
The design of its New Flagship Store is the first time Natuzzi Group has collaborated with a third-party design team, in this case, led by Fabio Novembre Studio. The direction of Natuzzi Italia’s brand style has always been to explain the concept and design of Italian aesthetics to the world.
Fabio Novembre said the same values he shared with Pasquale Junior Natuzzi, the company’s chief brand officer, contributed to their brotherly friendship and this cooperation. “When Pasquale Junior needed to reinvent the showroom, I jumped in. The old exhibition halls looked dark and ornate, but that didn’t really reflect Natuzzi’s spirit,” he said, “As an architect, my job as a designer is to tell beautiful stories.”
The flagship store aims to convey the core spirit: “Mediterranean spirit, lightness, brightness, and celebration.” The symmetrical layout typical of Italian gardens combines the Puglia region’s culture and celebratory atmosphere, blending color, tradition, and the area’s rich natural heritage. The flagship store is conceived as an open space of a building, bringing a new interpretation to the traditional spatial imagination. Everything evokes Puglia’s culture and celebration: the Mediterranean environment, the celebratory atmosphere, the dreamy lighting, and the olive trees. All fully explain the theme of “the Italian garden imbued with the spirit of South Italy,” which Natuzzi Italia hopes to share with the world and inspire people. “This is the real spirit of our land,” said Fabio.
‘Piazza’ concept encourages sharing and enjoying life together
Fabio believes the offline flagship store is an immensely valuable asset to society in the current craze of online shopping. “People want to get together, to see each other, talk and feel the heartbeat of each other,” he said, “There is something romantic in it, something that we still need. We’re made of flesh and blood. We are not digital. We’re not flat. We are not a screen made of glass. We are physical and want to feel the presence of other humans. So, we want to go to a physical space.”
The design elements of the new Flagship Store, therefore, incorporate the concept of a ‘Piazza’, which represents a time for people to celebrate, share and enjoy life together. “We are too fast in doing things,” Fabio believes. “Take your time, relax, sit, think, get bored, eventually. Even getting bored is something that our children miss. We should force our children to get bored. Some fantastic ideas come to mind, the most beautiful inventions, when you get bored, because you don’t know what else to do,” Fabio explained.
Design evolves from a harmonious circle
“In order to make good design, we must not only consider economic factors, but first make sure that the designer and the company have good standards, and the two are closely linked,” Fabio said, reflecting on how to assess design quality. “Just like my IoNoi gallery, where my work and that of my friends is displayed, we want to be open and free to create, and I have no expectations from a financial point of view,” he added.
Fabio believes this is the same concept that drives Natuzzi Italia. “I love Pasquale Junior’s idea of The Circle of Harmony. In all of the design process, he wants to invite designers to come in, be friends, let people spend time together, and celebrate together. Get everyone involved in a harmonious circle and share a vision,” Fabio said.
The concept is captured in the Puglia landscape depicted on the illuminated wall, emphasizing the harmonious relationship between indoor and outdoor, as well as The Circle of Harmony drawn on the olive tree. It highlights Natuzzi Italia’s concern for environmental sustainability and the exploration of harmonious coexistence between people and the outside world. This concept is not only in product design but also built into the entire design process.
“There is a harmonious symbiosis between the brand and the designer, whereas, in the last 30 years, people have only focused on getting their work done. Pasquale Junior is trying to bring us back to a legacy, to the spirit of Italian design,” Fabio said.
Green Rabbit is a tribute to Chinese culture
At the 2023 Milan Design Exhibition, Natuzzi Italia launched its first global 100 limited editions Green Rabbit armchair to celebrate the Chinese Year of the Rabbit. The product collaboration was hailed by Fabio Novembre.
“I respect and love the ancient culture of China, from the Silk Road to the Chinatowns all over the world. It conquered the world in such a gentle and harmonious way centuries ago. And such gentleness is also like the rabbit in the zodiac,” he said. “And what I like very much is the chair’s two big ears because it’s like they listen to the needs of others. Green is the color of nature, which means that we should not only be sustainable, but also in some ways be more like plants, and should adopt many of their behaviors to connect, support and respect each other.”
Natuzzi Italia’s new, multi-dimensional sensory Comfort experience not only melds with Fabio’s beautiful yearning for harmony but also highlights the emerging concept of “Comfort & Wellness,” which focuses more on the private and the individual. It’s a narrative infused with strength and happiness, and is the best interpretation of “comfort is joy, the beauty of lasting harmony.”
Fabio also highlighted in the interview that Natuzzi Italia, in conjunction with Guangzhou Design Week, launched a major designer event IP item – the “Great Creator | N + Design Award.” It is expected that the IP-related activity will last from May to December, aiming to stimulate more of China’s current innovative design. It will also contribute to building the natural harmony and comfort people desire, arousing community awareness and participation in environmental protection and socially sustainable actions, and providing more possibilities for future beautiful residential design.
In the future, Natuzzi Italia will continue to be the home of harmonious living, full of sincerity, with extraordinary inspiration and excellent quality to bring people sustainable beauty and happiness.
Natuzzi S.p.A.
Founded in 1959 by Pasquale Natuzzi, Natuzzi S.p.A. is one of the most renowned brands in the production and distribution of design and luxury furniture. With a global retail network of 651 mono-brand stores and 563 galleries as of December 31, 2021, Natuzzi distributes its collections worldwide. Natuzzi products embed the finest spirit of Italian design and the unique craftsmanship details of the “Made in Italy”, where a predominant part of its production takes place. Natuzzi has been listed on the New York Stock Exchange since May 13, 1993. Always committed to social responsibility and environmental sustainability, Natuzzi S.p.A. is ISO 9001 and 14001 certified (Quality and Environment), ISO 45001 certified (Safety on the Workplace), and FSC® Chain of Custody, CoC (FSC-C131540).
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Photos provided with written permission from owner Humna Chadhaury.
