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POTOCCO SALONE DEL MOBILE 2024 – PREVIEW

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Published by Sugar & Cream, Wednesday 13 March 2024

Images courtesy of Potocco

Jade collection by Hanne Willmann

A subtle, architectural mise en scene provides the backdrop for an exploration of color and form: Potocco writes a new chapter in the proposal of its vision for indoor and outdoor contemporary living. The brand reconfirms its presence at the Salone del Mobile.Milano 2024 in a brand-new location at Hall 11 – Stand L15 M12, within the fair’s renewed pathway and exhibition flow.

This year’s exhibition design has the studio Binocle founded by Lorenzo Bini to thank, as well as the art direction of Chiara Andreatti. The result is a path where indoor and outdoor settings complement each other without ever interrupting the aesthetic, formal understanding of the design, characterized by architectural details and natural colors.


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Potocco presents new products, collection expansions, and best sellers on this stage, featuring precious materials, refined finishes, and an intense and balanced color palette.

Anticipating the new 2024 products, Potocco is premiering the new armchair with armrests from the Jade collection, designed by Hanne Willmann. The design follows the collection’s stylistic signature with its soft and sinuous lines, perfectly fitting into the system consisting of modular sofa, armchair, and side tables. The fully upholstered armchair includes a round seat cushion along with a semicircular one serving as the backrest, becoming an enveloping, reassuring nest.

The German designer says, “The Jade collection takes inspiration from the stones found in riverbeds, gently molded by water over time. The shapes of the collection’s different elements and their fluid and dynamic modularity recall the slow process that occurs naturally in waterways: an invitation to let ourselves be carried away by a slower pace of life, rediscovering the beauty of every single moment.”

The expansion of the Jade family is an important step forward for Potocco in creating an increasingly complete proposal for the living setting, opening the door to different compositions thanks to the collection’s extreme modularity. Indeed, all the elements can be used individually or combined, creating ever-changing, fluid islands of comfort that adapt to spaces and situations, from the intimacy of the home up to large contract projects.

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