The Italian designer is assigned to develop a new corporate image that converges the historical essence of the company, which ties traditional Made in Italy craftsmanship and a contemporary creative vision. The starting point is the rich heritage of Potocc a well-established, completely in-house supply chain, high quality raw materials, traditional craftsmanship and new avant-garde production. The expertise of the company is highlighted by Chiara Andreatti through a storytelling that embraces the past and the future of the brand: the designer leads the reinterpretation of the existing collections, renewed in colors and finishing, and oversees the development of the 2021 collections for outdoor and indoor.
Tibes seats, designed by Gregorio Facco, are the protagonists of the launch of the new Outdoor collection. Presented in stool, chair and armchair versions, they summarize the mastery of the Friuli-based brand in combining aesthetics and functionality: generated by organic, soft and light lines, the design consists of an essential powder-coated metal structure with a fine hand-woven rope seat. The silhouettes create fluid and slender trajectories in the name of lightness, light-heartedness and dynamism. Their informal and dynamic sign gives them a generous and welcoming shape, while maintaining the classicity typical of woven outdoor chairs. The front silhouette, slightly tapered, allows for stackability.
The brand's new collections are announced in an immersive catalog where furniture, settings and feelings blend in a highly sensory experience. The setting is Villa Domus, a rationalist residence designed by the Genoese architect Carlo Daneri on the cliff of Sestri Levante (a breathtaking location close to Cinque Terre on the Mediterranean sea). In the project developed by Chiara Andreatti for Potocco, the domestic space is not intended simply as accommodation, but rather as a theater where everyday actions are staged in an interaction among the furniture, architectural spaces and natural elements, taking on different connotations depending on the particular moment of the day.
'I wanted to recreate very natural and intimate situations, where the spontaneity of everyday life could be perceived', says Chiara Andreatti. In this case, it’s the light itself that gives character to the products and designs the spaces. Environments emptied of all frills outline the living space and mark the photographic story of the new Potocco catalog through light. With Francesca Ferrari, we decided to shoot a part of the catalog in analog photography, to favor the natural light and give greater softness and emotionality to the work.”
Potocco on ARCHIPRODUCTS
