New concept retail for Natuzzi

New flagship store for Natuzzi Italia

Natuzzi Italia | 2022

 

November Studio has radically transformed the Milanese showroom of Natuzzi Italia with a project that celebrates the culture and atmosphere of Puglia.

The Apulian soul of the architect and designer – who in 2020 designed the New Classic sofa for the brand – joins that of Natuzzi Italia, radically transforming the flagship store in via Durini: The result is an architectural project that celebrates in every element the culture, colors, traditions and atmosphere of Puglia.

It is a new way of imagining the space, designed to bring out the furniture, but also to make the brand’s DNA and its specificities alive and experiential: comfort, craftsmanship, Mediterranean.

“Natuzzi is the perfect interpreter to tell an international audience about Puglia. The places have a soul, and Puglia has always been a crossroads of different cultures that have been able to harmonize. We are a symbolic bridge over the Mediterranean can unite.” said architect Fabio Novembre.

The heart of the project is the central area, an ideal square surrounded by the iconic lights typical of Salento and defined by a series of arches that recall the traditional architecture of the region; the space houses a multifunctional lounge available for meetings with customers and for the virtual experience in 3D.

Around are developed different environments with an open and fluid setting that allows continuous flows between the spaces: the sets – four dedicated to the living area and three to the proposals of total living – evoke the typical elements of the Apulian landscapes, the farms, the olive trees, the warm light on the sea.

The materials, such as stone effect stoneware, and the soft chromatic choices are the crowning of an architecture that in all its details recalls those enveloping and relaxed atmospheres of the Mediterranean that Natuzzi Italia products bring to homes around the world.