We can see the distinctive, characteristic touch of Serena Confalonieri – in the pastel colors, the overall lightness, the comfortable atmosphere – applied perfectly to the brand, its history and its traditions. The site-specific installation envisioned by the designer for Gebrüder Thonet Vienna pays tribute to the company’s collections and its particular methods of craftsmanship that have made it a timeless icon since the 1850s. The project transforms the concept store Salvioni Milano Durini (Via Durini 3) in Milan with originality, colors and fantasy.
“A woven story” – this is the title of the new display, on view until 4 November – creates a true theater set for the products of Gebrüder Thonet Vienna, ranging from the long-term classics like the N.811 chair created by Joseph Hoffmann in 1930, to the latest offerings like the Mickey chair by India Madhavi and the Arcadia ottoman by Serena Confalonieri, underscoring the historical continuity of the firm’s production.
The theatrical wings are composed of sheets woven in Vienna straw, decorated with embroidery made by hand by the designer to indicate the name of the product, its designer and its year of production. The pieces stand on a floor covered with carpeting in a warm orange tone – the hue that is a symbol of the brand. All around, the space is framed by soft fabric that wraps the whole installation, printed with the same woven motif in an enlarged multicolored version.
From the crafting of the materials (curved wood, first of all), every particular feature of the company’s creations has been reinterpreted to become a decorative and integral part of the set-up.
Photo © Margherita Bonetti
