To celebrate its 65th anniversary, the Italian furniture brand NATUZZI is celebrating Milan Design Week 2024 with a series of events and art projects.
The flagship store in Via Durini in Milan presents several major projects. The spatial pattern and decorative elements have been renovated, and the architectural concept has been transformed into the prevailing style of "quiet luxury", among which the Natuzzi design studio has also been upgraded to more highlight the functions of the exclusive space for architects and interior designers.
Memoria by Karim Rashid
The new 65th anniversary collection of The Circle of Harmony, created by NATUZZI in collaboration with Karim Rashid, Andrea Steidl and Simone Bonanni, is unveiled in the showroom of the brand's global flagship store at 24 rue Durini, which tells the story of the brand's evolution from past, present to future.
Momento by Simone Bonanni
NATUZZI首席品牌官兼创意官——Pasquale Junior Natuzzi深度阐述NATUZZI全新系列的幕后创作故事。
Q: How do brands balance the artistry of design with marketing and commercialization?
A: It's a special balance because it's never always possible to be sure that something will be successful when it's creating, so we're constantly experimenting and polishing the product, on the one hand, to get a full picture of the business information about the functionality, the technical part, the price, etc., and on the other hand, on the creative level – we follow our instincts, we follow our hearts, we follow the ideas. The two aspects need to be balanced, and commercial success can only be achieved when the designer deeply understands and interprets the brand DNA, and when the company is better able to promote the product through marketing and enter the market in the right way. This is a complex equation with no immutable formula.
Q: It has been 65 years since the brand was founded, what are the plans for future design and development direction?
A: It's going to be a lot of intense years. We strive to achieve maximum consistency across the brand. From retail to interior design, product design, create a unified perceived image. Unfortunately, our brand narratives are not consistent around the world today. Milan, China, or the United States may all be different, and there may be no consistency. With this strong design image, I hope to reinforce the brand's value equity and unify it everywhere in the world and in all aspects of the brand's expression.
Q: What is your favorite product from the 65th anniversary collection and why?
A: My favorite is the Mirai sofa. It's very delicate, and I think it can represent a new image for NATUZZI, which strikes a balance between progressive iteration, delicate expression and respect for the brand's heritage.
Mirai by Andrea Steitl
Q: The "Wellbe" sofa designed by NATUZZI last year is an attempt to integrate traditional furniture technology, and many industries are currently integrating with each other. What do you think of this phenomenon? What adjustments will you make to stay competitive? Will technology-like design continue in the future?
A: We have always paid a lot of attention to the technical aspects, such as the functional design of the product, the sitting and dynamic feeling of the sofa, etc. Our designs have always been rich in expression of the technical aspect, which is also a bit of NATUZZI's secret to create more comfortable products with a high focus on comfort and the ability to innovate, while at the same time ensuring that the products are beautiful and pleasing to the eye. There is also no one specific equation between need and necessity, but rather a constant search for balance.
Q: What do you think is the reason why Italian furniture can be very unique and competitive all over the world, and how does it differ from other parts of the world?
A: Today, brands are different in how they present themselves, bring value to consumers, and provide services. I believe that Italian brands have always been pioneering innovators who will change the rules and try things that others don't, so they are loved all over the world. I believe that the excellence of Made in Italy is the result of our constant pursuit of research and innovation, as well as the result of thousands of years of history, from the Romans to the present day.
Q: Gen Z has become the mainstream consumer group, how do you think their preferences and aesthetics have changed compared to before?
A: Today's young people tend to look at brands more objectively, for example, they value what kind of service they provide, down to the details of how a product is delivered...... There are clearer requirements for all aspects. Only by truly gaining their trust can they become the consumer group of the brand. Young Gen Z consumers have more diverse channels to search for the brand information they want to know, and if brands can respond in a clear, positive and responsive way, I believe it will be a plus in the minds of consumers.
Q: What are your expectations for NATUZZI's development in the Chinese market in the next five years?
A: NATUZZI is very concerned about the Chinese market and will strengthen its investment in the future. Some of the collections we are showcasing today are tailored for the younger generation, some are created for the group of designers, and the efforts to shape the brand's power, increase investment in design, and strengthen the commercial offensive have all contributed significantly to the brand's return to the leading position in the hearts and minds of Chinese consumers.