The historical Novamobili Company is opaning its first flagship store in the hert of Porta Nuova, Milan, and presenting its interior design collections by means of spectacular video installation.


The know-how and quality of an Italian company that was founded over fifty years ago, boastin an international market and versatile collections that interpret contemporary styles at an accessible price: this, in a nutshell, is Novamobili. The brand of furniture, systems, complementary and upholstered items of the Battistella Company, founded in Pieve di Soligo (Treviso) in 1967, is now also present in Milan with a large showroom in the exciting new quarter of Porta Nuova.

The Novamobili flagship store, managed together with its partner, Interni Mobili & Design, is a multifunctional space covering 500 square metres with shop windows overlooking the road, located in the basement of the iconic GIOIAOTTO building (in Via Melchiorre Gioia, 6/8) constructed in 1973 and designed by Marco Zanuso and Pietro Crescini.  A spectacular setting designed by Edoardo Gherardi (multi-award winning designer, founder of the Gherardiarchitetti studio and creator of architectural designs all over the world, and art director of Novamobili) with video installations created by the film director Marco Pozzi (maker of films presented and awarded at international festivals including the International Film Festivals of Venice and Berlin, of commercials and of video installations for important brands and museums throughout the world) and with Paolo Bazzani as image coordinator (the art director who has designed the catwalks and graphic art images of labels such as Antonio Marras and Kenzo).


The collections designed by Edoardo Gherardi communicate with ten, tall totems that hint to stories of people who interact with recreated domestic spaces and the spectators. The setting is transformed into a film set that becomes the backdrop for human landscapes.  The apparent stillness of the images creates a hypnotic effect that mesmerises the spectator.  The narration of the objects is completed and extended through the attraction created by the presence of a human being who directly questions the visitors who are invited to make up their story.  Echoes of lives. A sound. A gesture. A look. A movement. A scent. A colour. An image you can use as a mirror whose reflection you can relate to.

The Novamobili flagship store hosts the very varied and abundant products of the brand, one of the few in the sector capable of offering a unique combination of innovation, elegant style and superlative quality together with truly accessible prices. The collections showcased consist in About DAY, About DETAILS & SOFA, About STYLE, About TEXTILE, Reverse Solutions, Tempo NOTTE, Tempo ARMADI and Tempo CABINE. The About DAY collection, the Reverse living room system, the Wall 30 and the Wall 12 bookcases, a new walk-in wardrobe, bedroom arrangements with two new beds, bedroom furniture and complementary items are just some of the new items presented, all of which are, incredibly, ready to be distributed.
Thanks to an accurate selection of raw materials and traditional recipes and in view of EXPO 2015 “Feed the planet, energy for life” Novamobili, a company that has always focused on Italian products and is ever true to its origins, will be offering the excellence of the wind and food typical of its region.
Design, Creative Direction and production by Marco Pozzi, Paolo Bazzani, Carlotta Colarossi for Quelquechose Coordianted image: Paolo Bazzani. Video installations: Marco Pozzi. Press Office coordination: Valentina Raggi, Project Leader: Carlotta Colarossi