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From 2007, the economic crisis and the pressure of new foreign competitors forced Natuzzi to rethink its internal organization, with choices that have always been guided by the attachment to its labor force, social responsibility, and respect of the beautiful territory in which the brand is born.
Natuzzi manufactures renewable sources and wood from forests that regenerate themselves every 4 years.
The journey of the brand took Natuzzi to design every single element to match the entire home in harmony, combining style and function, with the finishing of the rugs matching the colour of the leather, or the lacquer of the wall unit.
During the last 20 years, Natuzzi has been working on the repositioning of the brand and to extend the production to different fabrics and furniture for the living room and the bedroom.
Natuzzi has always worked with artists that share its passion for harmony and Italian nature.
Designer of the famous ‘ship’ that hosts the American headquarters of the brand, Mario Bellini is also the author of the Torsion table, a sculptural piece inspired by the trunk of the Apulian olive trees.
Marcel Wanders‘ Oceanographer and Agronomist collections confer to their elements a sense of place that comes from the natural beauty of the region, but it is Lovegrove’s Ergo collection to be considered the finish line of Natuzzi’s journey: it looks like a primitive, rural, bed, but it actually is a realization in organic forms of sustainable technologies of the XXI century.
An Instagram star, a cosmopolitan, free soul, Pasquale Natuzzi Junior, the new generation of the Natuzzi’s family, is working to digitalize the company and Natuzzi‘s shopping experience: consumers able to choose through augmented reality and holographic displays are just the first breeze of a fresh wind of change. Blowing from the Mediterranean, of course.
Find out more about one of the designers who collaborated with Natuzzi to create the Oceanographer and Agronomist collections, don’t miss Design Icons – Marcel Wanders.