EGOITALIANO AT MILANO DESIGN WEEK 2023
Published by Sugar & Cream, Wednesday 10 May 2023
Images courtesy of Egoitaliano
Reality is Unreal
EGOITALIANO PARTICIPATES IN THE SALONE DEL MOBILE.MILANO PRESENTING THE CONCEPT REALITY IS UNREAL, A DREAMLIKE INTERPRETATION OF REALITY THAT TAKES SHAPE IN NEW FURNISHING PROPOSALS.
Egoitaliano, a company specializing in the design, production and sale of upholstered furniture and furnishing accessories, is participating in the Salone del Mobile.Milano from 18 to 23 April 2023 with a presentation in which technology becomes a tool for creating an authentic and immersive experience in reality.
Unlike the digital escape proposed in recent years in the creative field, through which fictional and immaterial worlds are presented, the Reality is Unreal concept opens up to a dreamlike interpretation of reality, which is shown in its most hidden dimension. The interior design of the stand, created by Isabella Disanto, reflects these moods through the use of a colour palette that recalls the nuances of nature and the succession of lights and colours throughout the day.
The architectural elements of the installation allude to imaginary but accessible landscapes, involving the viewer in an experiential journey. Pop icons related to the natural world, whether tangible or surreal, are reflected in the decorative details, the exhibition design and the collections. Through time lapses of starry skies, dances of clouds and fractals which are protagonists of the video walls and the virtual reality project by Gor Monton, Egoitaliano offers an unprecedented moment of escapism, in which it becomes possible to surrender to observing the world with new eyes.
It is not an escape from reality, but an immersion in an augmented reality that can be accessed through technology and creativity. The brand’s collections explore this theme through naturally inspired colours and experiments with materials. Indeed, the pop DNA is expressed through the use of metallic foils in cerulean and oxidized tones, natural fibers and finely crafted wools that blend with soft and unusual colours that evoke dawn, wet meadows and the depth of the sky at dusk.
Presented by Coulisse | INK
Softly shaped and enveloping sofas and armchairs, designed for contemporary and eclectic environments, interact with new accessories and furniture such as lamps, coffee tables, cushions and vases that give the home a pop and sophisticated feel. The furniture will include a preview of the Nefele sofa, designed by Giulio Manzoni in a limited edition, which pays tribute to the nymph of the clouds bearing the same name.
The sinuous lines and soft texture of the upholstery recall the shapes and textures of a cloud. Nefele is a testament to Egoitaliano‘s research into materials and colours: thanks to the use of a bi-elastic long-pile fabric in four special shades, the surface of the sofa becomes a reflective element on which light and shade are created. At the fair, the company will present its collaboration with the designer and stylist Marta Mantovani, who specialists in leather processing, and who will create a new covering for the Coconut armchair shell and a series of cushions for an exclusive product line, complete with handmade decorations.
The news for 2023 also includes the launch of a new project with Regenesi, a company founded in 2008 by the vision of entrepreneur Maria Silvia Pazzi, attentive to the principles of the circular economy, which deals with the regeneration of post-consumption materials, transforming them into objects and accessories with innovative and totally sustainable design.
On the occasion of the Salone del Mobile.Milano, Egoitaliano and Regenesi are collaborating with the common aim of giving new life to waste, combining style, functionality and sustainable design. Egoitaliano fabrics will be transformed into new objects signed by designer Giulio Iacchetti. Finally, a corner of the stand will be dedicated to the Flip circular economy project, currently limited to the Italian market and carried out in partnership with Compass Rent, which allows consumers to rent an Egoitaliano product for a period of 40 months, with the possibility, at the end of the period, of choosing to buy it back, return it or exchange it for a new one.
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