Milano Design Week 2023 – 18 to 23 April 2023

Natuzzi, the Italian lifestyle brand synonymous with comfort, beauty and design around the world, returns to Milan Design Week from18 to 23 April with a brand new project by Studio BIG – Bjarke Ingels Group, one of the most interesting names in contemporary design and architecture. From the collaboration between Natuzzi and Bjarke Ingels, Founder and Creative Director of the studio, comes the Bao sofa which will be premiered during Milan Design Week at the brand’s flagship store in Via Durini.

Bao is part of The Circle of Harmony, a stylistic exploration project started in 2020 with the aim of creating a physical and virtual community where artists, architects and designers can create and imagine Natuzzi’s stylistic evolution, with the history and heritage of the brand being milestones of this path. This creative contamination has given rise to new and extraordinary reinterpretations of Natuzzi’s DNA through contemporary furnishing proposals for a global audience wanting to experience the Mediterranean lifestyle.

“We wanted to dedicate this new chapter of the Circle of Harmony to comfort, an element inherent in Natuzzi Italia’s DNA,” says Pasquale Junior Natuzzi, Chief Creative Officer. “A design idea that becomes a movement, a school of thought. We believe that the comfort of furniture is an essential part of laying claim to our quality of life. Comfort for Natuzzi comes not only from an unrivalled tradition of craftsmanship and continuous research in terms of materials and innovation, but also and above all from a way of understanding life. For years, we believed that stepping out of our comfort zone symbolised a break with the world that best represents us. Today, our aim is to furnish everyone’s comfort zone by making it a place to inhabit with pride and a space to share where we can recharge our energy to face the challenges of everyday life”.

The Bao sofa draws inspiration from the first Natuzzi models recognised worldwide for their soft and hospitable style. A key feature of this model that harmoniously portrays the relaxation typical of the atmospheres of the Apulia and Mediterranean life, a physical and mental place that welcomes the most intimate and social moments by hosting quality time with ourselves and others.

Bao, in Chinese, means “precious treasure” and takes on the meaning of everything beautiful that exists in the world and in life.

Bao is a modular system that consists of an armchair module, two- or three-seater versions, and various components (including angular ones) to compose a true relaxation space in the living area.

“We were asked to design a sofa family for Natuzzi which was to depict comfort using few, simple design measures,” says Jakob Lange, Partner, BIG – Bjarke Ingels Group. “We approached the task by combining contrasting materials – wrapping a plush cushion around a wooden construction, creating a solid composition with round edges and deep seats to accommodate contemporary living demands for versatility and softness.”

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