Exploring Qeeboo: objects with character and meaning
From the Rabbit Chair to a design philosophy shaped by emotion and storytelling, Qeeboo’s journey, founded by architect and designer Stefano Giovannoni, is a testament to the power of innovation, material experimentation, and a fresh perspective on contemporary design.
Located in the heart of Milan’s Tortona district, Qeeboo is a brand that thrives in the city’s dynamic design scene. In this episode of Behind, we step inside the world of Qeeboo to uncover how a narrative-driven approach has shaped its identity with Stefano Giovannoni and Simone Panfilo, CEO of the brand.
After decades of designing for renowned international brands, Giovannoni set out on a new venture in 2016: creating his own company. Qeeboo emerged as an experimental playground, bringing together diverse product categories, from furniture and home decor to appliances and even wind turbines. Yet, it was one product that defined the brand’s trajectory: the Rabbit Chair.
This whimsical piece, blending storytelling with functionality, became an unexpected success and propelled Qeeboo into the global design scene. Its distinctive form, where a rabbit’s ears transform into a backrest, embodies the company’s embrace of figurative design, a departure from the structural approach typically seen in furniture. Instead of working strictly within the framework of a chair, Giovannoni drew inspiration from an external element, creating an object that is both functional and emotionally engaging. The immediate popularity of the Rabbit Chair led to an expansion of the collection, making it the foundation of the brand’s visual language.
Beyond individual products, Qeeboo’s ethos is built on three core principles: Pop, Wonder, and Culture. According to Simone Panfilo, CEO of Qeeboo, these words define the company’s mission. Each object aims to connect with users on an emotional level, fostering curiosity and dialogue. “We don’t want to be defined by what we do but rather by how we do it,” Panfilo explains. The goal is not merely to produce furniture or lighting but to create moments of surprise and delight that remain imprinted in people’s memories.
Innovation plays a crucial role in this vision. For Qeeboo, material experimentation is not just about aesthetics but also about sustainability and performance. The brand primarily works with polyethylene and polypropylene, two thermoplastics known for their durability and recyclability. By prioritizing longevity over disposability, Qeeboo challenges the common perception of plastic. “Rather than envisioning our products being recycled, we prefer to think of them as timeless pieces that can be passed down through generations,” Panfilo says.
Milan serves as both a backdrop and a driving force for the Brand’s evolution. Considered the heart of the design world, the city has been central to Giovannoni’s career since he moved there from Florence in 1989. The Tortona district, where the company’s headquarters and showroom are located, is a hub for creative exchange and experimentation. Milan Design Week and the Salone del Mobile provide key platforms for the brand to showcase its work. With a permanent two-story exhibition space at the fair, Qeeboo ensures its presence is felt throughout the year, reinforcing its role as a leader in contemporary design discourse.
Their commitment to innovation extends beyond materials to the way it engages with the public. By creating objects that resonate on a cultural level, the brand fosters a connection that transcends design as a mere commodity. Whether it’s through a sculptural lamp or seating solution, every piece is an invitation to see design differently—less as a rigid function and more as an evolving narrative.
As Qeeboo continues to expand, its mission remains clear: to surprise, inspire, and challenge the conventions of contemporary design. With a language rooted in storytelling and emotion, the brand redefines what it means to create objects that are not only useful but memorable. In the end, Qeeboo is not just about furniture—it’s about crafting experiences that endure.
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