Baleri Italia with a new CEO, Sebastiano Langé, and a new Art Director, Aldo Parisotto of P+F Architects, inaugurates a new phase in the brand’s relaunch. Milan Design Week 2017 will be an opportunity to present the first step of the new project: the contemporary reinterpretation of some historical products by way of a new palette with updated colors and finishes.
Some of the brand’s most iconic products will be presented at Milan Design Week, without any changes in structure or size, but with a new look: the Tato Collection by Denis Santachiara and Enrico Baleri; the Juliette chair, the Caprichair armchair, and the Bill sofa by Hannes Wettstein; Arik Levy’s Horizon sofa; the Bentz table by Jeff Miller and Luigi Baroli’s Marì chairs.
The new Art Director’s challenge began with careful and highly contextualized research: for the current edition of some of the icons in the catalog, the most delicate and powdery colors were chosen. When paired with new combinations of materials, they play on the concept of “multi-material monochrome” to lend the products a new vitality.
“To renew, updating a selection of pieces from the historical collection, is the first step taken towards the objective of repositioning the brand within the landscape of companies able to express themselves in the contemporary market,” states Aldo Parisotto, the company’s new art director. “I imagined a new materiality and color combinations, more in line with current tastes and design trends, that can dialogue with the iconic potential of these pieces’ strong presence.”
This is the first step in a broader mission statement, an initial back-to-basics approach, planning for future new partnerships and new products that integrate into the existing collection, helping to strengthen the brand’s image. The entire project is designed fully taking into account both the innovative content expressed by the company, as well as the work done over the years by its designers.
Baleri Italia is a company that, since its inception in 1984, has been able to assert itself in the market and on the international scene as a brand that’s capable of experimenting, daring, and distinguishing itself. In the catalog there are highly-recognizable products with a strong character that combine form and function in full compliance with the word design and its intrinsic, original meaning.
The new Baleri Italia is committed to maintaining the brand’s core values as a starting point by providing a contemporary interpretation that preserves the characteristics of functionality, contemporaneity, versatility, irony, lightness, and uniqueness.
“The revival of a brand that has been one of the protagonists of Italian design is, for me and for the entire Hub Design Group – which bought the brand in 2014 – a major challenge that we face with great commitment,” said Sebastiano Langé, Baleri Italia’s CEO, “which is why we’ve chosen new art direction that is adept and has a strong design sensibility, with which we will work not only on reissuing iconic pieces, but also towards broadening our collections and designers.”
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