Three objects, no machines
- Client
- Terrartigiana
- Programme
- Experience
- Services
Naming & identity
Product design
Art direction
Staging
- Year
- 2018
Terrartigiana is a brand of our own, started with Augusto Girolimetti and Livio Treggiari. Marche oak, vegetable-tanned leather, and the refusal of any machinery.
The starting point
Craft is almost always told as nostalgia: the workshop, the old trade, the way things used to be. It stays a value to be respected rather than an object to be bought. The point wasn’t to prove that handmade is better: it was to make it desirable now.
The direction
We built a brand, not a collection. Clean, minimal forms applied to the craft of carpentry, local materials, and the refusal of machinery as a rule rather than a flourish: every piece comes out different from the last, and that difference is the product. For Milan Design Week we designed three objects specifically for Alberto Guardiani’s flagship store — a stool, a chair and a bookcase, in the colours of his spring-summer collection — which lived in the windows for a week, in conversation with the shoes.
The brand
Name, mark and applications. The identity had to hold two things at once: the roughness of the material and the cleanness of the forms, without sliding into workshop nostalgia.
Milan Design Week
Stool, chair and bookcase in the windows at Alberto Guardiani for the whole week of the Salone: the objects hold the shoes rather than sitting beside them.
Other work
All work
