Desalto Goes Soft

Since its inception in 1990, Desalto has been synonymous with the timeless elegance and refined craftsmanship of Italian design. Rooted in the rich tradition of the Brianza area, each creation bears the unmistakable mark of Italian artisanship, meticulously crafted to embody harmony, expressive elegance, and bold originality. 

Now, during Milan Design Week 2024, the company is set to embark on a new venture, unveiling a new category of upholstery and signaling a new direction for the brand. In anticipation of the launch, the company has already released a teaser campaign with a playfully suggestive title: Desalto Goes Soft.

To showcase its unique vision of domestic interior design, Desalto has decided to participate in Fuorisalone with the D Apartment project: an apartment in Porta Venezia where space is given to the novelties and products that have made Desalto an iconic company in the sector, as well as the unveiling of its new product category.

At the helm of this ambitious project are four key figures: Gianpaolo Nespoli and Mirko Orsenigo, the CEOs of Desalto, Francesco Rota, the brand’s art director, and Davies Costacurta, the graphic designer tasked with bringing the teaser campaign to life.

So why upholstery, and why now? 

“The answer to this question lies within our very DNA,” says Mirko Orsenigo. “Desalto has always harbored an innate and instinctive drive to innovate and venture into uncharted territories, embracing the challenges that come with it.”

Embracing a culture of continual evolution, from eco-sustainable materials to innovative manufacturing processes, Desalto’s commitment to ethical values is woven into the fabric of every product. 

“This fervor was the catalyst that propelled us into the realm of upholstery, aligning with the strategic renewal initiated under the visionary leadership of Francesco Rota.”

“A fervent aspiration to carve out a realm of experiences characterized by a unique style, where individuals can find resonance in its sculptural and architectural elements, its inherent versatility, and enduring appeal.”

This strategic pivot represents a significant evolution for Desalto, one that remains deeply rooted in its rich heritage. By adding to its metalworking techniques with expert craftsmanship across its entire collection, the company plans to retain the integrity of its tradition while embracing contemporary trends and innovation. 

The Desalto Goes Soft Campaign

Ahead of Milan Design Week, Desalto has unveiled a captivating teaser campaign, which serves as a precursor to the highly anticipated unveiling of its latest product: “The short video emerged as a collective aspiration shared fervently among our team, driven by a clear objective: to cultivate anticipation and intrigue, evoking a sense of suspended animation that sparks the imagination,” says Gianpaolo Nespoli. 

“We initiated our journey with the central theme of “SOFT,” asking ourselves how to talk about softness, delicacy and comfort without showing the finished product,” explains Davies Costacurta, the graphic designer behind the campaign. 

Unlike traditional approaches, which often rely on direct product showcases, the teaser campaign takes inspiration from other advertising sectors, resulting in three 15-second videos that slowly reveal polyurethane that has been sculpted into various organic shapes.

“Positioned atop museum pedestals, the polyurethane creations morph into organic shapes, inviting viewers to interpret them freely. Adding a human element, a model is depicted seated comfortably upon layers of the material.”

“This inclusion enhances the tangible essence of softness, rendering it more palpable and real,” says Cosacurta. “The delicacy of the imagery, the nuanced color palette, the serene demeanor of the model, and the graceful contours all converge to evoke curiosity.”

Here, the obvious objective was to inject an element of anticipation and mystery into its upcoming unveiling, which Desalto says has paid off. Since its launch, the brand has ignited widespread interest and garnered a significant increase in Desalto’s followers, according to the brand. 

Desalto under Franceso Rota 

Francesco Rota’s appointment as Desalto’s art director marked a turning point, revealed at Salone del Mobile 2023. Desalto’s booth showcased a fresh, minimalist aesthetic, central to which was a striking shade of blue called the Blue Chapter, inspired by subtle blue accents that recalls the reflections of metal, the main material of the company’s production and processing.

Through this cohesive design narrative, Rota began communicating the brand’s commitment to innovation, unveiling new products including the Heb table – a bold statement on metal in furniture design, which Rota designed himself. With innovative finishes and colors, the Heb table represented Desalto‘s commitment to pushing boundaries.

“When I began my journey at Desalto, it became immediately apparent how integral metal was to the company’s identity,” says Rota. “I quickly gained an appreciation for the meticulous craftsmanship, unwavering quality, and attention to detail evident in the development of their catalog, particularly tailored for the ‘dining’ areas of homes.”

Rota on the new “soft” collection

This inspired Rota to propose a more comprehensive project that would seamlessly extend throughout the entirety of the household. “Beginning with the ‘living’ areas, where plush furnishings stand in contrast to the company’s customary practice, the aim is to delicately introduce upholstery into Desalto’s repertoire,” he explains.

Ahead of Milan Design Week, Desalto has revealed that the collection will include a series of cushion designs offering objects with iconic shapes that resonate with its DNA. These cushions will serve as complementary pieces to sofas, including chaise longues, armchairs, poufs, and modular seating units capable of forming intricate configurations when combined. 

Rato envisions three distinct collections, each employing varied production techniques, from traditional block cutting to casting molding. These cushions are meticulously crafted using polyurethane of varying densities, encased in a diverse array of waddings—heat-bonded, calendered, needle-punched, and flame-retardant—before being enveloped in velveteen, cotton, or jersey to provide optimal comfort, durability, and reliability. 

“Our objective is to cater to the broader needs of our clientele while enriching our catalog’s offerings, all the while remaining true to Desalto’s ethos, where iconic metal products and impeccable craftsmanship remain integral even within our ‘soft’ collections,” explains Rato.

The D Apartment project will be open to visitors from April 16th to April 20th, with operating hours from 11:00 AM to 8:00 PM, and on April 21st from 11:00 AM to 6:00 PM. Visitors can find the exhibit at Via Alessandro Tadino, 2, 20124 Milan.