Dezeen promotion: Italian furniture brand Porada has released a video called Porada Essential to showcase the blend of contemporary and traditional artisan techniques that go into its furniture design.
To capture its 70 years of furniture making, Porada's director Jacopo Rondinelli and creative director Marco Pianigiani launched the Porada Essential video, the first of two videos the brand is releasing this year.
It is intended to represent Porada's diverse furniture range with a "big visual impact". With its launch, the company aims to showcase the important design elements of its furniture, while also referencing Porada's manufacturing methods and values.
The video series also aims to show how its wooden furniture pieces are designed to be long-lasting and interconnected to the natural world.
Porada aims for its furniture to appear like pieces of art, while also referencing its long-standing values, including its artisan craftsmanship and attention to detail.
"In a time of disposable and low-cost furniture, Porada has always promoted the exact opposite," said the brand.
"By using only fine, top-quality materials crafted by our highly skilled artisans, our furniture pieces are all designed and intended to be a long-term investment, which can survive fashion trends and last over time."
It is made using a process that combines contemporary and traditional wood processing techniques, and its intertwining base is shown in the Porada Essential video.
Porada was founded in 1948 by Luigi Allievi. The family-run brand still maintains its centuries-old tradition of wood processing, using solid wood to make its furniture pieces.
The brand intends for its furniture to be "timeless" and has a group of international designers adding to its collections including David Dolcini, Patrick Jouin, Gabriele and Oscar Buratti, Emmanuel Gallina, Tollgard & Castellani.
In 2011, Porada purchased 220 hectares of certified forests in Bourgogne, France. The brand uses this wood to make its furniture here, and as a result, it says its production chain has become shorter.
"The most recent forest purchased underwent proper cleaning and cutting procedures, aiming to improve and add value to the existing natural heritage, which is also being restored by the grafting of ashwood trees," said Porada.
Porada has more than 15 showrooms in Europe and the Far East including showrooms in London and Via Borgospesso, Milan.
To view more of Porada's products visit its website.
This article was written by Dezeen for Porada as part of a partnership. Find out more about Dezeen partnership content here.