Egoitaliano and its design on the move at the Salone del Mobile 2019


Matera is the European Capital of Culture 2019. Egoitaliano has a strong connection with this city and its territory made by moods, seasons, chatter, shapes and colors.

The occasion to showcase the interpretive mood of Egoitaliano was the Salone del Mobile. A riot of colors has invaded over 500 square meters of Pavilion 18 at the Rho’s Fair. And not only. The “Guess what’s coming” campaign by Egoitaliano has colored the whole city of Milan, including billboards on the metro and on trams. At the end of this article, please find the video about Egoitaliano’s stand.

Colorful atmosphere at Egoitaliano
A view from outside of the Egoitaliano's stand

In its stand, the new proposals dialogued with the leading elements, all enriched by a young and sparkling atmosphere that breathed between a houndstooth, a modular sofa and a portion of baked pasta (yes, that happened at Egoitaliano’s stand!). I finally met Simona, daughter of Nino Scarcella, Egoitaliano’s founder, and all the young people who give their support to this ambitious and energetic company. This was the plus of my visit to their stand.

Together with Simona Scarcella
Pied de poule by Egoitaliano

Mustard yellow, burgundy, forest green and teal blue were like chromatic paths that brought you closer to the big LED screens where the mood of Matera was reiterated. Poppies, cherubs, dressed up characters, folklore: when you wandered around the Egoitaliano stand, everything spoke of their stylistic features, in a pop context. A constant innovation that does not forget the roots, always firm and strong in the Basilicata region.

Art details from Matera's culture

Selfy and L’Ego are among the new proposals for upholstered furniture. The first, worthy of the most solitary of the village, is a modular armchair, customizable and finished on both sides, designed for those who do not want to share the sense of comfort with anyone else. L’Ego, instead, is a sofa with a fully movable and repositionable backrest.

L'Ego, new upholstery by Egoitaliano
Selfy by Egoitaliano

The one of Egoitaliano is a true design on the move, comparable to a tailoring process that is modeled according to the comfort desired by customers. And it really is on the move: the upholstery’s relaxation functions allow micro-vibrations that encourage our seats and our rests.

The mood of Egoitaliano in this edition of the Salone del Mobile was curated by the art director Isabella Disanto. Inspired by the suggestions of the 60s and 70s, she has brought to life a never truly dormant atmospheres.

Selfy's details
Choosing fabrics at Egoitaliano
Fan from Italy
Fan from Ukraine

The synergy that has been created between my studio and Egoitaliano is enriching me. Knowing a reality that is so lively and with a great desire to grow, that comes from a beautiful but difficult territory, gives me continuous spurs to insist, to pursue a dream. Mine.

Let’s stay colorful, together with Egoitaliano.

Did you like Egoitaliano’s stand? Is there an upholstery that you particularly liked? And what about the new proposals? Do  you like them? Comment here, I’m happy to hear your opinion about it!



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