Harmony: Pasquale Junior Natuzzi tells the story behind the creation of 2024 new products

Italian furniture brand NATUZZI is celebrating its 65th anniversary with a series of events and art projects at Milan Design Week 2024.

The flagship store on Milan's via Durini presents several blockbuster projects. Innovative spatial pattern and decorative elements, the architectural concept to the prevailing "quiet luxury" style changes, including the Natuzzi design studio, also to highlight the exclusive function of the architect and interior designer.

NATUZZI and Karim Rashid, Andrea Steidl and Simone Bonanni, three famous designers, in collaboration with The new 65th anniversary of the Circle of Harmony collection, in the showroom of the brand's global flagship store at 24 Strasse Durigny, It vividly describes the style evolution of the brand from the past, present to the future.

Pasquale Junior Natuzzi, Natuzzi's Chief Brand Officer and Creative officer, gives an insight into the behind-the-scenes creation of NATUZZI's new collection.

How does the brand balance the artistry of design with the market and commercialization?

A: It's a special balance, because we're never sure when we're creating something that's going to be successful, so we're constantly experimenting, constantly polishing the product, on the one hand, fully understanding the business information about the functionality, the technical part, the price, etc., and on the other hand, on the creative level - we follow the instinct, we follow the heart, we follow the idea. The two aspects need to be balanced, and commercial success is only possible when designers deeply understand and interpret the brand DNA, and when companies better promote their products with marketing methods and enter the market in the right way. It's a complex equation, and there's no one-size-fits-all formula.

The 65th anniversary of the establishment of the brand, what are the plans for the future design and development direction?

A: These are going to be intense years. We strive to achieve maximum consistency across our brands. Create a unified perceived image from retail to interior design and product design. Unfortunately, our brand narrative is not consistent around the world today. Milan, China or the United States can all be different and lack consistency. I hope that through this strong design image, we will once again strengthen the brand's equity and achieve unity in every part of the world and in all aspects of brand expression.

Which of the 65th anniversary collections do you like best? Why?

A: My favorite is the Mirai sofa. It is very detailed and I think it represents NATUZZI's new image, which achieves a balance between progressive iteration, delicate expression and respect for the brand's heritage.

Last year's "Wellbe" sofa by NATUZZI was an attempt to integrate technology into traditional furniture, a trend that many industries are now converging with. What do you think of this phenomenon? What adjustments will you make to stay competitive? Will similar technology fusion designs continue in the future?

A: We have been paying great attention to the technical aspects, such as the functional design of the product, the feeling of sitting and motion of the sofa. Our design has always been a rich expression of the technical aspect, which is a part of NATUZZI's secret, with a high emphasis on comfort and innovation to create more comfortable products, while ensuring a high level of appearance, pleasing to the eye. Nor is there a specific equation between need and necessity, but rather a constant search for balance.

What do you think makes Italian-designed furniture uniquely competitive all over the world? What are the differences between furniture styles and design ideas in other parts of the world?

A: Today, brands differ in how they present themselves, bring value to consumers, and provide services. I believe that Italian brands have always been pioneering innovators who change the rules and try things that no one else is doing, and that is why they are loved all over the world. I believe that the excellent characteristics of Made in Italy come from our constant pursuit of research spirit and continuous breakthrough and innovation genes, but also the result of thousands of years of history, from the Romans to the present.

Generation Z has become the mainstream consumer group, how do you think their preferences and aesthetics have changed from before?

A: Today's young people will look at brands more objectively. For example, they will value the service the brand provides them, 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 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 hearts of consumers.

What are your expectations for NATUZZI's development in the Chinese market in the next five years?

A: NATUZZI pays great attention to the Chinese market and will increase its investment in the future. Some of the collections we present today are tailored for the younger generation, some are created for the designer community, and the shaping of brand power, increased investment in design, and intensified commercial efforts have made a significant contribution to the brand's return to the leading position in the hearts of Chinese consumers.

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