Natuzzi and Ross Lovegrove, together in London

The brand presents the new Ergo collection by the English designer, made with renewable and recyclable materials. An immersive experience in the showroom on Tottenham Court Road

Ergo Collection, Natuzzi Italia
Ergo Collection, Natuzzi Italia

Pasquale Junior Natuzzi, creative director and stylist of Natuzzi, celebrates the 60th anniversary of the family business with Ross Lovegrove, one of the most futuristic designers on the scene today. For the London Design Festival, the brand presents the new Ergo collection for the bedroom zone designed by Lovegrove, a sustainable, ecological line of products including a bed, a chaise longue, a ceiling lamp, a valet stand, a chest of drawers, a floor lamp, a carpet and a mirror.

Ergo Collection, Natuzzi Italia
Ergo Collection, Natuzzi Italia

Ergo makes use of renewable and recyclable materials, including FSC certified wood from sustainable forests, in compliance with strict environmental, social and economic standards. The parts of the furnishings interlock perfectly, so each piece can be assembled without metal parts or bolts. The glues are water-base products free of formaldehyde, and all the finishes are in natural wax. The only metal is aluminium, an infinitely recyclable material that is also indestructible. The textile fibers for the covers are organic: linen, wool and cotton. A virtuous project that has won the Red Dot Award 2019, and for the occasion will be presented at the Red Dot Design Museum in Singapore, in a temporary exhibition including all of this year’s winners (ceremony on 25 September).

Chaise Longue Ergo, Natuzzi Italia
Chaise Longue Ergo, Natuzzi Italia

Ross Lovegrove says: “We have tried to define a new meaning for ecology and sustainability, through intense research on the evolution of sustainable materials for the development of each piece in the collection. It is also important to communicate and assure people that Natuzzi, as a brand of global reach, is going through an important moment of evolution, in a vision made up of tangible and intangible values that speak to the contemporary world, enabling us to play our part in a significant cause for the lives of every one of us.”

Augmented Store, Natuzzi
Augmented Store, Natuzzi

The collection is being presented in London, along with the launch of the first Natuzzi Augmented Store in the UK: a new retail space in which augmented reality coexists with the physical store to offer personalized services and to improve the one-to-one relationship with the consumer. A ‘New Customer Journey’ developed in collaboration with Microsoft and Hevolus Innovation to optimize the experience of the physical point of sale and client satisfaction, applying multiple technological solutions including virtual reality, holographic displays and 3D modeling. In a special space inside the store, visitors can examine products from any angle on a real scale, and walk through natural landscapes and interiors in Puglia, thanks to virtual reality devices.
Besides making shopping more fun and interactive, the virtual reality experience allows interior designers to try out different colors, materials and patterns, generating interior views in a very realistic way.

Augmented Store, Natuzzi
Augmented Store, Natuzzi

Natuzzi flagship store
80-81 Tottenham Court Rd, Bloomsbury, London W1T 4TE