22 Sep 2021 • Partner Content
During Supersalone, this furniture brand looked back to bring its vision forward
At Milan Design Week, Pedrali presented its novelties and collections in a multi-setting exhibition called #Pedralitimeless.
A family-run business since 1963, the Bergamo-based furniture manufacturer utilized the event to showcase new innovations through the lens of their tried-and-true values. Calvi Brambilla worked to capture the brand’s image in a 30-m-long trade-fair space, encompassing 58 years of history and its sustainable philosophy while highlighting the products that have earned it such long-running success. Inspired by a Wunderkammer, the spatial design functioned as an ‘unconventional timeline’ guided by a terracotta line on the backdrop’s wall.
Calvi Brambilla's sketch for the Pedrali exhibition.
Five settings – one dedicated to office furniture, another to home offices, the central to environmental sustainability, one to hospitality and residential environments and the last to outdoor areas – populated this timeline. The core space focused on entirely sustainability and the initiatives Pedrali has taken to ensure responsible production, and that sustainability remains a main tenet of its corporate culture. The brand recently launched its first collections comprised entirely of recycled plastic, and its wood products are FSC® C114358 certified and painted with water-based paints derived mostly from plant resins. Eugeni Quitllet’s Remind Recycled Grey chair and Odo Fioravanti’s Babila XL armchair in recycled grey took the spotlight in this area.
The sector-focused areas doubled as a commentary on the ways in which COVID-19 has adapted the way we use space. The outdoor zone, for example, was fashioned as an open-air living room, reflecting our increased need for escape and natural connection. One of the novelties here was Caementum, a concrete side table by Marco Merendi and Diego Vencato, a durable asset to outdoor living. In the office furniture and home office sections, visitors could get a hands-on feel for Pedrali’s modular equipment, such as the Toa desk and folding screen by Robin Rizzini and Busetti Garuti Redaelli’s mega-adaptable Buddyhub seating system.
Marco Merendi and Diego Vencato's first design for Pedrali, the Caementum side table.
Sebastian Herkner's Blume armchair.
Patrick Jouin's Ila chair is now available in a wooden version.
Blume, an inviting Sebastian Herkner seating collection now available with armrests, and Ila, an armchair by Patrick Jouin revitalized in a wooden version, took centre stage in the residential and hospitality installations. The novelties embody Pedrali’s commitment to quality materials, fine detailing and ergonomic comfort. Multimedia features, like videos, photographs and artistic portraits, provided visitors with an alternative look at Pedrali’s product family. More than 300 collaborators work with the brand to bring this portfolio to life.
‘Taking part in this September edition of Salone del Mobile reminded us of our first participation, 32 years ago, and of what it meant to us – an openness towards overseas markets and a continuity given by an appointment capable of setting over the years the pace of the company’s and products’ history,’ explains Monica Pedrali, Pedrali CEO. Here’s to awaiting how the brand’s spatial timeline will take shape over another 32 years.