Dezeen promotion: Italian design brand Pedrali will commemorate it's fiftieth anniversary with a mirrored installation and the launch of a new chair in Milan next week.
Above: Pedrali Adv Campaign – concept and art direction by Leftloft. Photo by Paolo Spinazzè
Top: Pedrali New Ideas - concept and art direction by Leftloft. Photo by Beppe Brancato
Specialising in tables and chairs made solely in Italy, the Bergamo-based furniture company is also celebrating 25 years of exhibiting at the Salone Internazionale del Mobile trade fair.
Above: Frida chair by Odoardo Fioravanti for Pedrali
Above: Gliss wood 905 chair by Claudio Dondoli and Marco Pocci for Pedrali
The brand will also launch the Ester chair (below) by French designer Patrick Jouin at their stand located in Hall 6 Booth D33-E26 at the Milan Fairgrounds in Rho from 9 to 14 April.
Above: Ester chair by Patrick Jouin for Pedrali
The following text has been provided by Pedrali:
Pedrali double Anniversary - 50 years of successful company activity and 25 years at I Saloni
Pedrali celebrates its 50 years of activity and its 25th attendance at the Salone Internazionale del Mobile in the year 2013.
Above: Brera chairs by Pedrali Lab
The Milan event represents yearly the international meeting point for furniture and design and the company - run by Monica and Giuseppe Pedrali - embodies perfectly the “made in Italy” essence, which includes tradition and innovation, engineering excellence and creative brilliance.
Pedrali’s products are 100% made in Italy and are manufactured exclusively inside its own production facilities, which have various specialised departments. All plastic and metal products are made in the factory of Bergamo, while wooden products are made at the subsidiary in Udine.
The research and development department studies the best technological solutions for the realization of high-quality, safe and durable products through an accurate planning and analysis of the raw materials and the processes. Always taking into account the environmental conservation.
Pedrali’s R&D team includes draftsmen with an experience and knowledge carried out on the fieldwork, who work together with international designers to realize innovative products such as Frida. The chair, designed by Odoardo Fioravanti, won the XXII Compasso d’Oro ADI award in July 2011. A further confirmation of its excellent planning came in December 2012, when the Malmö armchair designed by Michele Cazzaniga, Simone Mandelli and Antonio Pagliarulo won The Good Design award.
Above: A Wheel for Pedrali at Salone Internazionale del Mobile 2012
Following this trend, Pedrali is announcing the collaboration with the French designer Patrick Jouin, who won the Designer of the year Maison&Objet 2003 award.
On the occasion of the 53rd edition of the Salone Internazionale del Mobile (9th–14th April 2013 - Hall 6 Booth D33, E26) Patrick Jouin has designed for Pedrali the Ester armchair, mainly for the luxury contract sector.
Above: sketch of Pedrali Mirror for Salone Internazionale del Mobile 2013
Ester is a mix of elegance and handiness. The attention to details is omnipresent. A steel frame is covered by a polyurethane foam and the comfortable seat is made of crossed elastic belts. The result is a precious leather monolith.
After the success of the project "A Wheel For Pedrali" at Salone del Mobile 2012, which won the Fx International Interior Design Award, the collaboration between Migliore+Servetto Architects and Pedrali will continue for the Salone Internazionale del Mobile 2013 with the “Pedrali mirror” project.