Zanotta initiates a four-month tour of North America
Sep 7, 2021
A trolley van, the inscription Design will save the world, Zanotta furniture collections and the desire to reconnect socially at an unprecedented historical moment... The Italian brand Zanotta has initiated a four-month tour of iconic places in North America. At the helm is Francesco Sechiaroli, head of the company's American subsidiary.
The tour is born out of the brand's culture. According to Francesco himself, the main objective of the project is to bring back to the centre of design its true heroes - the people. So, he loads up his trolley with the brand's bestsellers and novelties and drives out of Manhattan to get close to partners, dealers, architectural firms and others. Travelling 24,000 miles, Francesco discovered places he didn't even know existed. It was also interesting to capture Zanotta's interior hits against the backdrop of iconic locations. The Italian furniture was literally on tour, plunging into magical natural contexts, engaging in dialogue with canyons, deserts, forests, large national parks or "scenographies" from Western films. From the Grand Canyon to Monument Valley and frozen Lake Michigan, where the iconic Zanotta bag chair blazes on the skyline of silent Chicago in a fiery scarlet stain...
New Studio is the official representative of Zanotta factory in Belarus.