Pasquale junior Natuzzi tells us about the history and news of the family business

A lifestyle brand that appeals to the younger generation thanks to an experiential approach that fuses design, events and interactive projects

He has roots in Puglia and Milan, but he describes himself as a contemporary nomad. Having taken over as Creative Director of his family’s company Natuzzi – a leading Made in Italy producer of fine designer furniture, known for its combination of artisan tradition and innovation –, Pasquale Junior Natuzzi has shifted the focus of his attention from the product to the experience.

With a network of some over 650 monobrand stores (as of 31.12.2023) around the world, he has come up with a communication strategy that transforms sales points and showrooms into theatrical stage sets. In the meantime, partly thanks to original collaborations with globally renowned designers, he has turned Natuzzi Italia into a lifestyle brand that’s attracting new generations of consumers with its experiential, open-source approach that blends design and communication, events and interactive projects.

Pasquale Junior Natuzzi (ph. Alberto Zanetti)

How did you go about redefining the Natuzzi style?

I wanted to revamp the Natuzzi style in order to add value to its DNA and make it even more appealing. I did that by shifting the focus from the product to the experience, and elevating the concept of aesthetics. Natuzzi’s mission is to foster the idea of wellbeing by means of the mediterranean lifestyle, which is naturally hospitable, eternally beautiful and, of course, sustainable.

To achieve this, we offer furniture that tells an engaging story and is exclusively designed for comfort in its combinations of shapes, colours and functions. Tradition and innovation come together to create harmonious spaces.

The Natuzzi Italia Dubai store in Sheik Zayed Road

At Dubai Design Week 2024 you’re presenting the Memoria sofa, designed by Karim Rashid… Can you tell us about it, and also in relation to your 65 years in business?

At Dubai Design Week 2024 we continue the celebrations for the 65th anniversary of the founding of our company. Six and a half decades ago, Natuzzi set out on a journey in search of harmony, inspired by the fertile region of Puglia, which nurtured my father’s creativity and his ethical approach to business. These values have marked the company’s story throughout the development of its identity and style. Our new collection, The Circle of Harmony – 65th Anniversary traces the evolution of the brand in the past, present and future through projects by Karim Rashid, Andrea Steidl and Simone Bonanni. With his contemporary interpretation of the welcoming, generous lines of the Memoria sofa, Karim Rashid reimagines it as an ode to mediterranean hospitality.

It’s a modular sofa that puts a modern twist on the joys of gathering and on Natuzzi’s vocation for harmony, comfort and design. Memoria re-shapes the reassuring lines of the past to create ergonomics that are even more comfortable, even at first sight.

How is Made in Italy design seen in Dubai?

We live in a globalised world in which products increasingly tend to become commodities. The real difference lies in offering authentic items that are shaped by the expert hands of Italian artisans, and unique in terms of quality and attention to detail. The savoir-faire of Italian companies, their heritage and their wealth of expertise help to create a distinctive lifestyle that’s appreciated all over the world.

In Dubai too, that aspect is extremely valued and sought-after.

Dubai is the new global lifestyle destination, and you’re working on a prestigious residential project in Deira. What’s it about, and when is it scheduled to open?

On 12 November we’ll be presenting Natuzzi Harmony residences, the group’s first residential project. At the heart of the project is the mediterranean lifestyle and the concept of hospitality that’s inherent in the Italian region where our roots lie, Puglia, along with the harmonious living spaces we’ve taken all over the world for the past 65 years. The properties are designed for sophisticated homeowners who not only want their private residence to be a personal space, but also a place where amenities are key, and are designed with hospitality in mind. Every space is conceived to offer a high-level experience in which comfort, elegance and amenities come together in an atmosphere that reflects the property’s exclusivity.

Tell us about your Dubai, in personal discoveries, special places to make an Italian heart sing, and those where the future lifestyle has already arrived.

Dubai’s innovative spirit and dynamism reminds me a bit of New York in the noughties, a place that’s constantly changing, with loads of new companies springing up in line with global trends. It’s fascinating, but also hard work keeping up with the city’s frenzied pace. One of the places I’m particularly fond of is definitely Nonna Chic Dubai, a restaurant that gives me the genuine flavours of home.

Their pizza is an absolute must, a no-brainer. I also enjoy the warm Greek-style atmosphere of Nammos. Even though it’s a pretty well-known place, it always offers fantastic quality and fun.

Your personal passions, other than work and family?

Music, fashion, sport, cooking and travel are my sources of inspiration on a daily basis. Music has always been an important part of my life. Growing up, I was influenced by my father, who sought beauty in an eclectic way, in all its forms. This led me to become passionate about fashion. Sports is a place where I can express myself. It also takes me back to my childhood. Cooking is another great passion of mine. I believe that food unites people and tells stories.Finally, travel is what keeps me alive.

Your motto?

Dream. Believe. Achieve.