Pasquale Junior Natuzzi is a committed and ground breaking figure in the entire world of furnishings. Contasia Christie explores the designer’s journey and breakthroughs in taking his family’s heritage company and morphing it into aspirational lifestyle manufacturer and infusing it with the newest tech.

Pasquale Junior Natuzzi was born in Bari, Puglia in Italy. He worked with his relatives to make Natuzzi one particular of the most well-recognised furniture brands in the entire world. After rebranding in 2015 and producing the Apulian-Mediterranean life-style the concentrate of brand communication, Natuzzi has grow to be a lot more profitable than it could have imagined. The structure staff carries on innovating and attempting new methods to supply even far better products to consumers exceeding their expectations.

Firstly, what originally sparked your interest in taking up the relatives company?
The corporation has always been aspect of the children of the Natuzzi family. It is an extension of our household, and I grew up in the manufacturing facility, searching at how items acquired performed. I attained ordeals out of Natuzzi at the starting of my doing the job existence, and then I felt it was time to be part of my father and elder sisters, who were presently functioning there.

You have a hand in your brand’s creative and industrial functions. How do you manage all of these obligations?
It is hard on the a person hand, but on the other hand, the working experience with the sector will help me also realize what is acceptable for the clients and what they could need. If there is a potent relevance amongst the market and the inventive path, the solutions can better deliver what your consumers hope from you as a brand name.

“Being in contact with what happens all around us is crucial to build new remedies.”

Soon after you joined Natuzzi, you extra the Apulian-Mediterranean lifestyle as the brand’s concentrate. Shifting the company’s concentrate from goods to encounters, involving Microsoft in developing the initial Augmented Keep in the home furniture enterprise. What drove you to do all these improvements?
My expertise with the outdoors planet is what drove me. Staying in touch with what comes about about us is vital to create new answers. The Augmented Shop with Microsoft was an interesting journey, as they approached us to investigate how to link the home furniture small business, which is nonetheless quite actual physical, with the electronic planet. It was a excellent success due to the fact we could apply a phygital (bodily and electronic) encounter in our major retailers, which is quite innovative in our sector. The Mediterranean way of life came to us more quickly: we just essential to set into the procedure all we could and give them a body the frame was already there because whichever we do is encouraged by Apulia, integrating the Mediterranean impact. We previously exported home furniture just about everywhere, but all round, we also exported our way of life.

Do you consider there has been a change in client tastes for home furniture style and design considering that you took in excess of?
Indeed, but not due to the fact I took more than the imaginative department. We little by little started out involving intercontinental designers, inquiring them to reinterpret the DNA of the model and its heritage. We would invite them to Apulia to see the landscape and remain a handful of times to fully grasp how we perform in shut relationship with our land. This expertise brought to lifetime a new variety of collections by means of which clients could experience the environment of the Mediterranean way of life not only by means of consolation – one particular of Natuzzi’s powerful details – but also by colors, supplies and style.

“People are far more mindful of their effects on the environment, and this is a great matter. We will need to be much more respectful and explorative.”

I listened to you employed upcycled elements in some of your 2022 home furnishings collections, like Terra Pouf, Adam collections, and Circle of Harmony. What impressed you to use them, and how do you make sure probable clients can relate?
It is important to deliver household furniture that can very last because, by way of lengthy-long lasting pieces, we can be sustainable and use sustainable supplies and methods. People today are much more conscious of their influence on the natural environment, which is also a superb matter for producers due to the fact it worries us to be more respectful and analysis extra. We have designed acutely aware products like Adam and Terra. Nonetheless, we have also launched new mindful upholstery like Origami – a textile designed with recycled paper – and Gaia, which is vegan leather-based with the exact same touch and feel as animal leather-based.

How have consumers reacted to the concept thus much?
Really nicely! Primarily amid our more youthful shoppers, but also in common. Sustainability is an difficulty that appeals to all of us.

What term or phrase best describes Natuzzi’s style strategy correct now, and please make clear what it indicates to you.
In the previous many years, we have explored distinctive features of Natuzzi as a result of the eyes of numerous designers: we labored on harmony, performance, and sustainability this 12 months, we will get the job done on ease and comfort. There is not just 1 way of describing a kaleidoscope-like Natuzzi. We are a kaleidoscope of inner thoughts, visions, and folks. I are unable to explain the complexity and splendor of it all in just a single term.

Pasquale Junior Natuzzi’s passion for his household business and the Apulian-Mediterranean way of life has pushed Natuzzi’s achievement in the furniture marketplace. His ground breaking strategy to the brand name, involvement of international designers, and meant use of sustainable materials have acquired him a faithful purchaser base and positioned Natuzzi as a foremost life style brand. With a emphasis on comfort and ease and sustainability, Natuzzi aims to export a way of residing that represents relaxation, conviviality, and minimalism. As the manufacturer proceeds to evolve, Natuzzi seeks to turn out to be an iconic life style brand associated in enjoyment and hospitality whilst adhering to sustainable methods.

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