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FROM 7 TO 12 JUNE PEDRALI TOOK PART IN SALONE DEL MOBILE.MILANO, THE WORLD’S MOST IMPORTANT INTERNATIONAL DESIGN EVENT, WHICH CROSSED THE 60TH EDITION MILESTONE THIS YEAR.
IN ITS 33RD PARTICIPATION, THE COMPANY PRESENTED TWELVE NEW COLLECTIONS, RESULTING FROM METICULOUS RESEARCH AND COLLABORATIONS WITH ITALIAN AND INTERNATIONAL DESIGNERS, THROUGH #PEDRALINEWHORIZONS (HALL 6, STAND A23-B24), THE SETTING CREATED BY THE MILANESE STUDIO CALVI BRAMBILLA.

MEASURING 800 SQ.M, THE STAND HAD A STRONG ARCHITECTURAL APPEAL. ITS SINGLE VOLUME WAS CHARACTERISED BY LONGITUDINAL SECTIONS AND SLENDER, STYLISED ARCHETYPAL COLUMNS WITH A GRAPHICAL DESIGN MARKED BY A TERRACOTTA-COLOURED BAND, REMINISCENT OF THE BRAND’S COMMUNICATION WHICH FEATURES DISCONTINUOUSLY ON THE WALLS, AS IF TO MARK THE HORIZON.
#PEDRALINEWHORIZONS THUS BECOMES A STRONG ELEMENT OF COMMUNICATION, GIVING LIFE TO A PHYSICAL AND EXPRESSIVE FRAMEWORK: THE NEW COLLECTIONS PREVIEWED AT THE STAND ARE IN FACT THE NEW HORIZONS, THE FUTURE DIRECTION THAT THE COMPANY IS MOVING TOWARDS, THE PROJECTS THAT HAVE BEEN IMPLEMENTED, INCLUDING – FIRST AND FOREMOST – PEDRALI’S PROGRESSIVE TECHNOLOGICAL INNOVATION AND ITS COMMITMENT TO THE ENVIRONMENT AND THE PROTECTION OF THE PLANET.

THE STAND WAS DEVELOPED AS FIVE AREAS DISTRIBUTED AROUND A CENTRAL COURTYARD, EACH CHARACTERISED BY WINDOWS WITH A VIEW ONTO THE HORIZON. INSIDE, DIFFERENT SHADES OF COLOUR ARE USED TO SYMBOLISE VARIOUS TIMES OF DAY, CONVEYING THE SENSE THAT PEDRALI’S FURNITURE ACCOMPANIES US AT ALL TIMES: AT HOME, AT WORK AND IN OUR MOMENTS OF LEISURE.
TAKING CENTRE STAGE IN THE SPACES AND FORMING THE LEITMOTIF OF THE ENTIRE LAYOUT, THE NEW COLLECTIONS HAVE BEEN PLACED ON A RAISED PLATFORM RECREATING PEDRALI’S REFERENCE WORLDS: A CONTEMPORARY URBAN INTERIOR, A CONTRACT SETTING, AN ELEGANT LOUNGE AREA, A MEDITERRANEAN TERRACE AND A LUSH GARDEN, WHICH ALLOWED THE VISITOR TO WANDER IN AN ALTERNATIVE, ALMOST ENCHANTED DIMENSION. THE SKY IN THE BACKGROUND CREATED A STRIKING SENSE OF DEPTH AND A POTENTIALLY INFINITE HORIZON, WHILE THE ALMOST MAGICAL PRESENCE OF A RED HOUSE AT THE CENTRE CLEARLY REFERENCED THE BRAND’S OUTDOOR ADVERTISING CAMPAIGN OF THE LAST TWO YEARS. BEING AWARE THAT THE LINE BETWEEN THE INDOORS AND OUTDOORS IS BECOMING INCREASINGLY BLURRED, PEDRALI HAS DECIDED TO DEDICATE THIS SPACE TO THE PRESENTATION OF ITS NEW OUTDOOR COLLECTIONS: THE AIM IS TO BRING THE SAME QUALITY AND CARE TO THE OUTDOORS AS TO INDOOR FURNITURE.

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