Natuzzi Italia Grand Opening of Hangzhou Flagship Store

Since its founding in 1959, Natuzzi Italia has drawn aesthetic inspiration from nature, infusing the rich culture of Puglia into boundless comfort, and evolving a distinctive and powerful style through history. As the brand celebrates its 65th anniversary in 2024, renewed exploration of the enduring vitality within, breathing new life into the legendary symbols of timeless Italian elegance.

As Natuzzi Italia marks its 20th year in the Chinese market, the brand strategically aligns this milestone with a forward-looking momentum, embracing a vibrant new vision and a bold ambition in residential design. This approach reinforces the core essence of delivering boundless comfort and consumer-focused values, reshaping and extending its profound impact and leading position in the Chinese market.

The grand opening of the Hangzhou New Era Flagship Store recreates the store layout first unveiled earlier this year at the global flagship store on Milan’s Via Durini during the International Milan Design Week, centered around the theme of Quiet Luxury. This inspiring dual-city connection not only highlights the authentic Italian pursuit of high standards but also sincerely interprets the essence of Natuzzi Italia’s dedication to excellence.

In the new store concept, elements such as the intricate motifs of Puglian classical interweaving patterns and natural materials like wood and stone are harmoniously combined. Light refracts through layered screens, permeating the space with a sense of fluidity and harmony. This fusion creates a new spatial narrative that connects deep historical roots with contemporary innovation, embodying a blend of tradition and modernity.

To celebrate the brand's 65th anniversary, the renowned Italian artist Gino Donvito has created a majestic hunting portrait of King Frederick II, paying homage to the Puglian landscape. The centuries-old history of this land, shaped by its unique Mediterranean landscapes and iconic olive trees, has become an indispensable source of inspiration for the brand's identity.

The space also showcases the new The Circle of Harmony 65th Anniversary collection, featuring Memoria, Mirai, and Momento. Drawing from the boundless inspiration of nature and the passionate creativity of diverse designers, this collection embraces the past, present, and future. Each piece, embodying a symphony of comfort, is presented in a circular layout that reflects the spirit of Puglia’s renowned hospitality. The collection brings to life the warmth and vibrancy of Mediterranean culture, deeply infusing the space with the region's welcoming and friendly essence.

Additionally, the new collection includes two sofas developed by the Natuzzi Design Center: the Mindful and Snail sofas. These pieces seamlessly blend modern aesthetics with practical functionality, continuing the style concept of the Comfortness collection from Milan Design Week 2023—comfort defined by the fusion of "ease" and "well-being."

The store has also reimagined the fabric display area, integrating the brand's rich selection, application, and creation of materials under the Harmony Codes style concept. This approach seamlessly blends personalized furniture material customization with soft furnishing coordination, showcasing the deep aesthetic value of the materials and the brand's commitment to exceptional service.

Natuzzi global CEO Chief Executive Officer Antonio Achille visited the store and grandly introduced the new store design concept with the dealers in China. In a space with diverse creativity, inclusiveness and openness, guests present can experience excellent aesthetics and experience comfort!

About Natuzzi Group

Founded in 1959 in Italy, Natuzzi is a globally renowned high-end furniture brand dedicated to producing a full range of home furnishings and accessories, including sofas, armchairs, beds, and more. Drawing inspiration from the Puglia region of Italy, the group infuses this essence into the development and innovation of its home products. The portfolio includes the luxury Italian-made brand Natuzzi Italia and Natuzzi Editions, which emphasizes comfort and a diverse lifestyle.