Milan has a new showroom. The 50th anniversary of the Signorini & Coco group, which includes the Daytona luxury living brand, is the perfect opportunity for the launch of a new space in Via Alberico Albricci 9, a stone’s throw from the Missori metro stop and not far from Piazza Duomo. And as if that wasn’t already enough, the Tuscan brand will be in Russia for the Salone del Mobile.Milano Moscow between 10 and 13 October.
The 100 square metre space encompasses two floors and looks out onto the main street with two big windows, which help to tempt customers in. The showroom is home to some of the brand’s most iconic products, including the round Alfred table with Frida chair or the famous Santa Cruz sofa with Buddha Bar side table and Bamboo floor lamp. The unparalleled craftsmanship that has always been synonymous with Daytona takes centre stage at the new showroom. All of the creations were devised, designed and manufactured in Italy – Tuscany to be precise – in a fusion of manual labour and industrial innovation. Designed by art directors Marzia and Leonardo Dainelli, the products are works of bold aesthetic experimentation and internationally inspired style innovation.
The opening of the new showroom in Milan represents the next step in the brand’s development, with Daytona looking to become a leading player in the luxury furniture market by increasing its presence in the Italian market (the majority of the company’s revenue currently comes from abroad). Led by art directors Marzia and Leonardo Dainelli, Daytona became the Signorini & Coco group’s luxury and contemporary style brand in 2012. Its product range encompasses both the residential and contract sectors and spans all areas of the home, from the kitchen to the bedroom via the home office and the living room.