Serralunga: designer outdoor furniture

Italian brand Serralunga inspires designers to work for the garden. Good design will cope with almost any task, even the most difficult. For example, it will help turn outdoor furniture from a democratic product into a luxury product. In 1825, in the Italian town of Biella, the Serralung family founded a useful production. At first they owned a tannery, then a workshop for the production of leather for industry. The evolution of the business took place in two stages: in the early 1950s, the first plastic objects were made here. In the 1980s, the equipment changed dramatically.

“My brother and I were then in New York and saw a plastic molding machine,” says company president Marco Serralunga. “They wanted to bring the same to Italy.” It was in Biella that plastic flower pots were first produced - which was a real breakthrough, and they still remain the business card brand. At the same time, cooperation with designers began - Paolo Rizzatto, Alberto Meda, Denis Santaciaro. “Three completely different authors who shared a passion for research and the search for new technologies,” says Marco Serralunga. Over the next decade, Marco and Louise Boquetito, passionate advocates for everything called Made in Italy, developed the brand. They began working with 20 designers with international renown. Who was not involved! Philippe Starck and Zaha Hadid, Carlo Colombo and Naoto Fukasawa, Ross Lovegrove and Karim Rashid ... Marco dreamed that the objects asked trends.

Bench Loop, diz. K. Pyye. Polypropylene.

A short step separated the production of flower pots from a rich typology of outdoor furniture. Indeed, the collection has become an arsenal of forms and technologies, everyday objects have become objects of decorative and applied art. All this led to the fact that in 2010 Serralunga proclaimed a new philosophy: “To live differently”. Fashionable spectacular things from Serralunga began to be used in gardens, on terraces, decks, by pools, as well as in city parks and squares. The furniture is very diverse - tables, chairs, benches, lounge chairs. Until now, all products are manufactured in Biella. One of the city streets is named after the family. The factory occupies a room of 12 thousand square meters. m. It employs 65 full-time workers and about the same in freelancing.

Vazy Flow Vase, Diz. Z. Hadid.

In the year Serralunga produces 1200 tons of plastic and about 200 thousand items that are sold to 52 countries of the world. And Signor Serralunga brought a very accurate brand formula: product success is determined by form - by 30%, price - by 30%, functionality - by 30%, and another 10% - other values.

Vazy The Vases (bianco), diz. R. Arad. Стол Banquété, диз. Calvi & Brambilla. Стулья La Regista, диз. М. Букийон. Vase Holly All, Diz. F. Stark. Hug Sofa, Diz. M. Sadler. 150 x 100 cm. Charlotte chair, diz. K. Pyye. Steel frame and polyurethane seat. Столики Lou Lou, Diesel. R. Мангиароти. Table Svedese, diz. G. Cairol and E. Donzelli. Steel frame. Sofa Canisse, diz. F. Nigro. Steel frame. Sofa Pine, designed by C. Pyillet. 2016

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