Author name: Braida

Step by step, we introduced you to our FUTURE protocol. But, in the end, what is it about? How it was born The FUTURE protocol stems from our corporate mission: transmitting values, awareness and responsibility to our children and to the new generations. While projecting ourselves into the future, we constantly ask ourselves how to […]

What is the meaning of experience? Here we are at the last stage of our journey across the FUTURE protocol: Experience. Defined as the “direct knowledge of a specific sphere of reality, personally acquired through observation, use or practice” (source: the Italian encyclopaedia Treccani), experience for us is related to the world of the chair.

Kintsugi literally means “repairing with gold”. It is an ancient Japanese practice and technique that consists in repairing ceramic objects by using gold for welding cracks and fragments, not hiding them but highlighting them. It is an example of how the imperfections of an object can be transformed in something unique and beautiful. You may

Each object is meant to be used for multiple purposes: aesthetics, utility, functionality, well-being… In this article we will focus on one product in particular: the chair. Wearing chairs We usually define the chair as an object on which we can sit. This is true. Indoor chairs are meant to accompany us in our daily

In these last times, we witnessed many shifts and changes and the chair sector makes no exception. We moved from an artisan production to a growing serial production where the meaning of personalisation has a new shade. But changing the colour of wood and metal or modifying the various types of upholstery is not enough

U for Unique In one way or another we all love uniqueness. But what is truly unique? What makes a product unique? The brand? Saying that something is branded, means affirming its uniqueness? Or is there something else that determines what is truly unique? In this article we will look at uniqueness through Concepts by

F for FOCUS Which is the first thing that comes to our mind when we talk about focus? Perhaps the verb to focus, which properly means focusing or defining something precisely. Or do we maybe perceive focus as an important goal that we have set ourselves? Or as a topic of particular importance on which

Comes over one an absolute necessity to move. And what is more, to move in some particular direction. A double necessity then: to get on the move, and to know whither. David Herbert Lawrence, Sea and Sardinia, 1921 The new year started with some positive signs of recovery. However, if we make an analysis at

The strong times of crises we are experiencing brought to light our dependence on raw materials. The price increases and the lack of raw materials are re-waking us from our numbness. We have finally become conscious of how intensive exploitation can cause serious consequences mainly on the environmental level. All this leads us to a