Giorgetti and the new digital broadcast

The Meda-based company presents the 2020 catalogue on the new Giorgetti channel with a film in episodes

Living, Pinkham Point by Giorgetti
Living, Pinkham Point by Giorgetti

The 2020 collection by Giorgetti, emphasize the desire to start over again, with creativity. The offerings are presented for the first time in a virtual format, on the new Giorgetti Channel digital broadcast.

Collections unveiled in a film with episodes titled Pinkham Point, written and directed by Giancarlo Bosio, art director of the company, with Superresolution. A poetic, evocative narrative shot inside a virtual modernist dwelling with pure geometric lines, based on the monumental works of architecture of the masters Ludwig Mies van der Rohe and Frank Lloyd Wright. A film that shows one room at a time, from the living area to the dining room, from the kitchen to the office, from the bedroom to the dressing room, from an outdoor setting to a fitness area, in contexts where the new collections mingle with the great di Giorgetti classics.

We have decided to experiment with the resources made available by digital innovation, and to try to transmit the emotions, values and uniqueness of our products in a project that brings art and technology together.

Giovanni del Vecchio

CEO, Giorgetti

The first episode presents the living area, a large glazed space facing nature; the furnishings include the Skyline system of modular sofas by Carlo Colombo, the Aura chairs by Umberto Asnago, the new Kiri bar cabinet by Setsu & Shinobu Ito. The second episode is in the dining room and kitchen, with the Ago table by Carlo Colombo as protagonist of the space.

In the third part the patio appears, personalized with the Gea collection by Chi Wing Lo, along with the studio, featuring the evolution of smart working with the Tenet desk by Massimo Scolari and the Springer office chair. The fourth episode explores the bedroom, with the new Adam bed by Carlo Colombo, while the fifth is on the dressing room, with the Miyabi wardrobe system in continuity with the Reiwa closet, and the fitness area with the ironic Atmosphere products for sport, like the Apollo wellness ball, an Ali training bag and the Ares exercise weights, accompanied by the new Amiral mirror by Leonardo Dainelli.

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“The digital channel is the result of the necessity of constructing an alternative experience in place of the Salone del Mobile, to share ideas and projects that are more unique and detailed than ever before, this year, with our partners and clients,” says Giovanni del Vecchio, CEO of Giorgetti. “The lockdown period, for us, became a moment to rethink our roots and values in greater detail, to better convey our ideas, our products, our vision of design.” To share all this, “we have decided to experiment with the resources made available by digital innovation, and to try to transmit the emotions, values and uniqueness of our products in a project that brings art and technology together.

The success of this combination is something we have already tested on a production level: Giorgetti, in fact, for some time now, has supported manufacturing with important investments in the area of industry 4.0, precisely with the aim of maximum enhancement of our irreplaceable heritage of craftsmanship.” This virtual approach “to presenting the collections goes together with the many real projects that in recent years have involved Giorgetti and Battaglia, famous for the ability to create custom furnishings,” Giovanni del Vecchio concludes. “Once again, we want to demonstrate that all our objects have been imagined to bring out the technical and constructive prowess of our company, and have been designed to add quality to the architectural settings in which they are used. Beautiful, carefully detailed and functional, Giorgetti’s products design space and pass on an extraordinary legacy of memories to future generations.”