24 May 2022

A fresh Mediterranean breeze from Apulia in Vienna! Insights into the new concept store of the Italian furniture and interior design brand Natuzzi in Vienna

Vienna has a new destination for Italian interior design. The new store was opened last week by the Italian furniture and home decor brand Natuzzi on more than 280 square meters at the Mahlerstrasse 7 in the 1st district of Vienna. With the brand's first Austrian concept store, 'Natuzzi Italia' (founded 1959 in Apulia) brings a sunny fresh breeze of the Mediterranean sea to the city. The organic interior designs, furniture and rugs in earthy nuances and light, calm tones are inspired by the culture and history of southern Italy and especially of Apulia.

Chief Creative Officer Pasquale Junior Natuzzi collaborates with renowned designers from all over the world such as the Amsterdam-based Marcel Wander Studio who designed for example the 'Olea' rug which is inspired by Puglia's nature, the sea and olive trees or the 'Eufolia' modular seating system which resembles in purist design olive leaves, or Akkersdijk Borre, founder of the textile innovation studio ByBorre with focus on responsible textile creation and decentralized production.

The showroom for furniture like beds, sofas, tables, chairs, and rugs, tableware, home accessories houses an own design studio for the creation of individual living spaces.

Images: In the middle, the portrait of Pasquale Junior Natuzzi, Chief Creative Officer of Natuzzi Italia. Photo: Alberto Zanetti, courtesy Natuzzi Italia. The pictures left and right are views of the Natuzzi Italia concept store built after the creative concept of architect and designer Fabio Novembre who incorporated large-scale photos of Apulian landscapes into the location at Mahlerstrasse 7 in the 1st district of Vienna; photos of the store captured on 18 May 2022. Photographer Jeff Mangione. Photos: @ Natuzzi.