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May 2, 2015
Aston Martin Unveils New Furniture with Formitalia at Salone del Mobile
Aston Martin
Feature: Salone del Mobile.Milano 2015
Aston Martin Unveils New Furniture with Formitalia at Salone del Mobile
Aston Martin exhibited at "Milan Design Week," the world's largest design fair held in Italy, alongside furniture, the original theme of the exhibition. Through works co-created with Italy's Formitalia, they conveyed Aston Martin's luxurious world in the form of furniture. Fumio Ogawa reports from Italy.
Text by OGAWA Fumio
Furniture Takes Center Stage, Fitting for Salone
At Milan Design Week, Aston Martin remained most faithful to its origins, which began with a furniture fair. They announced a collaboration with Formitalia (pronounced Formital-ia), a cutting-edge furniture manufacturer known for its many collaborations with automotive brands.
The new furniture collection from Aston Martin and Formitalia is named the "Art of Living Luxury Collection." According to Aston Martin's press materials, it "reflects the elements of design, comfort, luxury, and performance found in Aston Martin sports cars."
The venue was the Starhotels, facing Piazza Fontana near the Duomo. The hotel's prime location, along with its reputation for contemporary design and high customer care, signaled the ambition of Aston Martin and Formitalia. The press day began on the 14th, with this collection unveiled on the 16th, allowing for a more extended public reveal compared to others, building anticipation.
Displayed at the venue was the four-door coupe, theRapideThe brand's world, as realized by Aston Martin, was expressed through this Gran Turismo. Surrounding it were pieces from Formitalia's Aston Martin collection. A distinctive feature was the use of materials, much like in automotive design, employing the warmth of wood, the strength of steel, and the lightness of carbon fiber.
Aston Martin
Feature: Salone del Mobile.Milano 2015
Aston Martin Unveils New Furniture with Formitalia at Salone del Mobile
Products That Complement Cars
"By selecting the highest quality materials and through our passion for leather, we express a unique individuality and the inherent luxury that defines Aston Martin," reads a joint press release from Aston Martin Lagonda and Formitalia.
Formitalia also offers the Mercedes-Benz Collection, characterized by simple lines. Meanwhile, Maserati has partnered with the esteemed Italian brand Zanotta for the "Maserati by Zanotta Capsule Collection," and Bentley Motors collaborates with another Italian firm, Club House Italia, for the "Bentley Home" collection.
The sofa and chairs, with their comfortable seating and bases and legs that express function through their materials, are akin to automotive design. Many car designers have a passion for furniture, and the two are indeed a natural fit. This synergy was clearly evident at Milan Design Week.