In conversation with Pasquale Junior Natuzzi, chief brand and creative officer of Natuzzi Italia.
Photo: Courtesy of Natuzzi
This year’s Dubai Design Week, the region’s leading design week, has welcomed hundreds of creatives and design enthusiasts, where attendees continue to explore the installations on display, along with the workshops and talks taking place throughout the event.
During Dubai Design Week, visitors also got a chance to explore the Downtown Design 2024 fair, which will take place from November 6 to November 9 by the Dubai Design District Waterfront. At this fair, a roster of renowned international and local brands and designers will showcase their latest collections. Among the international names is Natuzzi Italia, the luxury furniture company. Natuzzi is showcasing many pieces by their team from Italy and a special furniture piece from their collaboration with the talented and vibrant designer, Karim Rashid.
Photo: Courtesy of Natuzzi
Collectively, Natuzzi Italia and Karim Rashid curated the Memoria Sofa, one that enmeshes Apulia’s landscape and Natuzzi’s legacy. “This design reflects the curves and contours that have long defined Natuzzi’s style—echoing my father’s philosophy of curving wherever there is an angle,” states Pasquale Junior Natuzzi, chief brand and creative officer of the premium label. “You’ll see this echoed in the Memoria’s fluid shape, connecting it to our brand’s history and the gentle lines of Apulia’s landscape.”
Photo: Courtesy of Natuzzi
Pasquale Junior Natuzzi also engaged in a thought provoking talk, discussing the “Transformative Power of Cross-Cultural Forms of Expression,” yesterday joined by esteemed panelists, including designer Nika Zupanc and Jassim AlSaddah from Babnimnim Design Studio. Following the stimulating conversation was a keynote by Karim Rashid, who presented “Breaking Boundaries: Redefining Design with Karim Rashid,” where the designer dived into his design philosophy.
As the brand showcases its latest collection titled “Harmony Codes,” at the Downtown Design forum, Pasquale Junior Natuzzi shares more about the brand’s DNA with Vogue Arabia—diving into their curation with Karim Rashid, the future of design, and more.
Karim Rashid is known for his distinctive design philosophy. How does that align with Natuzzi’s style?
Karim Rashid’s design philosophy harmonizes well with Natuzzi’s vision. His work is inherently organic, often drawing inspiration from human forms and sensual, romantic shapes, which resonates with our approach. Additionally, Rashid is a gifted storyteller, bringing narrative depth to his creations. This focus on storytelling aligns with Natuzzi’s own philosophy, where visual comfort and innovation are paramount. By blending form with story, we create designs that go beyond mere aesthetics, embodying a narrative that connects deeply with people.
The Memoria Sofa is inspired by the rolling hills of Apulia. Could you tell us more about the creation process?
Photo: Courtesy of Natuzzi
The creation of the Memoria Sofa is deeply rooted in Apulia’s landscape and Natuzzi’s design legacy. Sometimes, we begin with a narrative or visual concept; other times, it starts with a sketch that connects to Natuzzi’s heritage. For the Memoria Sofa, we drew on Mediterranean nature, architecture, and culture, reimagining these elements in a fresh, meaningful way. This design reflects the curves and contours that have long defined Natuzzi’s style—echoing my father’s philosophy of curving wherever there is an angle. You’ll see this echoed in the Memoria’s fluid shape, connecting it to our brand’s history and the gentle lines of Apulia’s landscape.
What is the future of design, and how do you envision AI shaping the field?
The future of design, I believe, lies in storytelling and the messages brands want to convey, rather than just the visual appeal of products. Design should communicate sustainability, function, and innovation, offering consumers more than just a physical item but a meaningful narrative. People are drawn to products that tell a story, like driving an electric car or wearing a designer coat that speaks to sustainability. In this way, design must increasingly convey a story that resonates with consumers and offers more than just a product.
Do you think AI has a place in Natuzzi’s creative process?
Honestly, I’m not enthusiastic about AI in design. While it can produce impressive results, I believe that true creativity should come from human skills, intuition, and effort. AI can be a valuable tool, but it should enhance our abilities rather than replace them. For example, a designer recently shared some traditional, hand-drawn sketches with me. That effort, that personal touch, reflects genuine creativity. If AI creates something, it lacks the passion and the human brainpower that go into making a truly unique product. For me, design is about expressing human dreams and stories, and I think that should remain at the heart of our work.
How does the Middle Eastern landscape inspire your work?
The Middle East inspires me with its deep sense of materiality and cultural richness. I see many similarities between Apulia and the Middle East—both have influences from Arab and Greek cultures, and there’s a connection in the colors, textures, and architectural styles. When I’m here, I feel a kinship with the region’s approach to design, but on a grander scale. The Middle East brings heritage to a larger-than-life level, especially in architecture and real estate, making it an awe-inspiring place for creative exploration.
What can we expect to see from Natuzzi at the Downtown Design Forum?
At the forum, we’ll showcase our commitment to harmony in design through what we call “Harmony Codes,” a concept that reflects the essence of Natuzzi’s DNA. This approach carefully combines colors, materials, and shapes in a way that emphasizes balance and coherence. Our collection on display explores the calming shades of blues and neutrals, creating layered textures and tones that evoke a sense of tranquility. Given the stresses of modern life, people are increasingly drawn to mindful, serene environments, and our goal is to design spaces that offer peace and harmony—something we believe everyone needs in their lives.
