Pasquale Junior Natuzzi, creative director and stylist at Natuzzi,shares his love of polo, his admiration for his father and his modern dandy style
When was the business founded and why?
The business was founded in 1959 by my father, thanks to his talent, vision and artisan skills with the aim to create value with integrity and employment opportunities in Puglia. His idea was to create a democratic collection of comfortable and colourful sofas in a market where sofas were neither.
How many staff?
The Natuzzi Group has over 4,000 employees all over the world. We control the entire value chain from consumers’ needs to consumers’ homes.
Where is it based?
We’re based in Puglia, the most warm, colourful and romantic Mediterranean region, I believe. The company markets its products internationally as well as in Italy. We have business units in Europe, Middle East, Asia Pacific and Americas.
What is your latest significant achievement/project of note?
It’s definitely the new collection created in collaboration with Ross Lovegrove, Ergo. The collection is crafted from responsibly sourced and renewable materials including wood from sustainably-managed forests, solvent-free glues and recyclable metals such as aluminium – each component of every furniture piece adheres to strict environmental, social and economic standards. The result is a range that fully embodies our love and respect for nature.
What is your best-selling product?
Our sofas. The Natuzzi style, defined by its comfortable sofas and functional collections, is what the market really sees as our unique selling proposition.
I’ve just discovered…
Polo. I love being in contact with nature and I’m very fond of animals – they are loyal and always transparent with their emotions. Polo requires both precision and tactics, while allowing you to spend more time with your friends in nature. I also like to challenge my body and try something new that I have never done in my life.
Who inspires me
The biggest source of inspiration for me is my father. He inspired me to dream big and see myself as an entrepreneur. On a daily basis he inspires me to do better, to do my best.
I’ve always been a fan of…
Disruptors, game changers! I am a fan of people who are willing to change their surroundings and the rules of the game.
My highlight of the last 12 months…
I have travelled 220 days. My job has evolved into one of the most strategic roles that will shape the future of Natuzzi. I had to reinvent myself by blending my new dynamic vision and the lifestyle approach of the brand. I became vegetarian. I am building a new house, I have started new sports and I have changed my way of dressing from wearing suits 24-7 to going back to my modern dandy style.
My next design trip is to…
New York for NYCxDESIGN, New York City’s annual celebration of design. We will launch our first Augmented Store with a mixed reality system that will revolutionise the consumers’ habits in the furniture market.