Italian furniture brand Natuzzi Italia will be debuting Ergo, the latest bedroom collection designed by Ross Lovegrove, for the first time in the UK during London Design Festival 2019. Winner of a Red Dot Award: Design Concept in the furniture category, the collection will be showcased using a new Augmented and Virtual reality tool to demonstrate the brand’s new vision led by Pasquale Junior Natuzzi, on the occasion of the brand’s 60th anniversary.
First launched at its New York store earlier this year, the Tottenham Court Road showroom will be the second Natuzzi store to be equipped with this new cutting-edge technology. The New Customer Journey concept has been developed in partnership with Microsoft and Hevolus Innovation to optimise the physical retail experience and customer satisfaction by using multiple advanced technological solutions, such as VR, holographic display and 3D modelling. Situated in a dedicated space in the store, visitors will be able to examine the products from every angle on a real scale and walk around the VR site, which will recreate Puglia’s iconic natural landscapes as well as a selection of interior settings.
As well as making the shopping more enjoyable and informative for potential customers, the virtual reality experience will allow interior designers to test different colors, materials and textures, whilst bringing every detail of the interiors to life in an accurate, realistic manner. Designers will be able to generate bespoke recreations for their projects to fully appreciate the detail of each product and choose best design solutions for their homes.
As part of the virtual reality experience, the Natuzzi Augmented Store will feature Ergo, the latest collection designed by Ross Lovegrove. Demonstrating the brand’s evolutionary journey Ergo includes a bed, chaiselongue, chandelier, valet stand, chest of drawers, floor lamp, rug and mirror, which has been made without the use of lead-based paints. Each element draws on the surfaces and motifs of nature and is designed to be the perfect companion for everyday living.
Recognising the seamless fusion of excellent design and distinct aesthetics, the collection has been distinguished with the prestigious Red Dot under the Furniture category at the Red Dot Award for Design Concept 2019. As part of this recognition, the Ergo prototype will be showcased exclusively at the Red Dot Design Museum in Singapore, where a temporary exhibition will be presenting this year’s award-winning products. Established in 1954, the awards are considered as one of the most sought-after seals of quality for outstanding design, appraising the best products created every year by the design community from across the world.