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MisuraEmme to showcase bespoke production at Chinese event for first time
Customisable solutions with a strong identity will take centre stage at the event in China, offering a snapshot of the brand’s new take on contemporary living.
MisuraEmme has spent the last year working to expand its business on the international sphere – and that strategy is set to reach its climax with the brand’s debut appearance at Salone delMobile.Milano Shanghai.
Now in its third edition, the event is recognised as an established platform showcasing the best of Italian manufacturing. And with only a select group of companies able to take part, it’s seen by the Como-based company as the perfect way to introduce the Chinese public to its bespoke range, including both new models and classic pieces.
MisuraEmme’s 80m2 stand in the Western Hall will feature a range of customisable solutions, all of which share a strong identity. Originality and creativity will be on show across the three display areas, contained within an elegant Grey Fumé structure which helps to conceal the interior, preparing the visitor to admire the natural shades and warm, earthy colours used for the living room, dining room and bedroom areas.
Riding a wave of optimism from the success of past editions, Salone del Mobile.Milano Shanghai is set to attract over 40,000 high-profile visitors to this year’s event. And MisuraEmme sees the
Salone as the perfect way to consolidate its presence in China and emphasise that the continuous bond and dialogue between the Far East and Milan doesn’t just start and end with Design Week in the Lombardy capital.
According to MisuraEmme co-owner Ottaviano Borgonovo, the brand’s participation in trade events in China falls within a wider strategy of internationalisation, which has seen the opening of four new showrooms – one each in Beijing and Nanjing and two in Shanghai – in the last year alone, with a further four to follow in early 2019.
"China is a market experiencing strong growth and represents the biggest business opportunity for companies in this sector," explains Borgonovo. "It’s vital for us to tap into the tastes and trends relevant to the new generations of Asian people, who have in recent years left classic styles behind in favour of a more modern look. We need to offer personalised, high-end products in order to satisfy the demands of this important new market segment, which has a high level of interest in Italy’s best contemporary design brands."
During the exclusive three-day event, MisuraEmme will introduce its distinctive bespoke lifestyle offering to the vibrant Asian design community. As well as showing off the latest new releases, the brand wants to lay down its current style direction, which can be expressed through an infinite number of compositional possibilities. By broadening the horizons of its lifestyle range,
MisuraEmme is able to allow customers to define their own contemporary styles, while the precious decoration found across the entire collection is a guarantee of sophisticated warmth and timeless elegance.
Three display areas: living room, dining room and bedroom
The first – and most visually stunning – area is the living room, a bespoke setting, with the cosy, generous size of the Argo sofa and the new Over day system among the highlights. Though the products are all different in their own ways, all share the high qualitative standards and meticulous attention to detail that MisuraEmme incorporates into everything it does – a way of showcasing the master craftsmanship of its Italian artisans. The sofa, by Mauro Lipparini, stands out from the rest of the space, a succession of elements that double up as containers, finished with rigid backrests. The overall look of the piece is refined and understated, giving an immediate sense of comfort while adding a contemporary twist to the home.
Designed by Castiglia Associati, the Over day system is indicative of the brand’s customized approach. Standing at over four metres tall, its free design style means that the bays can exceed two metres in width, while asymmetry is used to soften the visual impact. The horizontal wood panelling features an integrated lighting and technical system, while wood, glass, leather, techno-metal and techno-marble come together in a perfect mix of different materials, heightening the personalised feel of the product.
Completing the display area are the iconic Violetta armchair with swivel base and the Janus, Moai and Sirius side tables, all of which are discreet yet with markedly different personalities.
The dining room features the exotic Gaudì table with Calacatta Oro marble top, the elegant Bertha chairs and the sleek Milvian side table in wood, with curved side parts which extend all the way to the floor, where they become delicate feet. Also featured are the modular Crossing and Tao systems, which reinvent the concept of the classic bookcase, with their structure and shelving bringing design interest to the walls.
Last but certainly not least is the Palo Alto walk-in closet, with its linear, clean design and practical nature. Created by Gianni Borgonovo, the bedroom best-seller is present in its wallmounted version in the brand’s third and final display area. The countless intersections between the supporting structure and the various shelves are a celebration of the brand’s tailor-made ethos, with the piece providing the perfect place for owners to display the objects that reflect their own elegance, precision and virtue.
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