In real life, how often does friendship trigger a design project, instead of economic considerations? Not so often… but it can happen. Just look at Giuliano Sangiorgi, founder of the group Negramaro, Pasquale Junior Natuzzi, creative director of Natuzzi Italia, and the architect Fabio Novembre. They have been friends for quite a while, and they gathered around a table a few months from the latest edition of the Salone del Mobile.Milano to design Green Rabbit, a commemorative chair in a limited edition of 100 pieces.
“We are all a bit from the street, all a bit wild,” says PJ Natuzzi, commenting on the unusual creative trio. “In our way of interacting there are no barriers, no rules of engagement. We keep it free. That the good thing about friendship… you can also have moments of disagreement.” In this context of intense sincerity, PJ got a phone call from Giuliano, who said, “I’m in Milan… let’s have breakfast.” “When I got there,” PJ continues, “I saw Fabio, with whom we had been fighting for a few months. Then, that morning, Giuliano played Switzerland and I was one of two warring countries, along with Fabio. Giuliano was in the middle, and after an hour and a half he suggested that we all do something together, straddling music and design.”
Photo © Davide Arena
At that time, Giuliano Sangiorgi was working on Diamanti, the group’s new single, which was then launched with Jovanotti and Elisa. He was also planning the 20th birthday celebration of the Salento-based band, which made its debut in 2005, with the single Mentre tutto scorre, the first from an album that stayed on the Italian charts for 83 weeks. The song was about admitting that a relationship was based on lies, deceit and power games (“you can do whatever you want, it won’t change what I think of you at this point”), and it made mention of a “green rabbit,” whose identity was never revealed, an image that could be interpreted individually by listeners.
PJ Natuzzi’s story goes on: “Giuliano told us, ‘you are the creative ones, and I want to try to mix this friendship with my artistic side, with the world of reference of Negramaro, which is music.’ That morning was the start of a brainstorming session, leading to a Whatsapp group that we filled with ideas and images over the following hours and days, until we settled on the idea of creating an armchair and an ottoman that would produce sound and music.”
The idea of seating that can incorporate music was nothing new for Natuzzi: 20 years ago, the brand put Sound on the market, an armchair with an audio system that is no longer in production. “Today we have the tendency to take our music with us,” says the creative director of Natuzzi Italia. “For sociable people, the experience of hearing music together is always appealing. For our temperament, mine, that of the brand and the lifestyle I am trying to put into form, blending and combining the two experiences of comfort and living was something I already had in mind.”
So a friendship has led to a chair. Green Rabbit represents an experience where comfort mingles with sound: sinuous, enveloping volumes exist in harmony in this comfortable seat covered in strictly green wool bouclé, with the multisensory touch of a sound system built into the piece. The swivel base in metal, enhanced by a shiny golden sphere, supports Green Rabbit while suggesting the pop approach that is part of Fabio Novembre’s stylistic character. But what makes Green Rabbit a cult object are the long ears that rise at the sides of the back, defining the design.
Photo © Davide Arena, Alberto Zanetti
