Experience the Fusion of Art and Design: "Soft Matters" Redefines Furniture Aesthetics

Unveiling the "Soft Matters" Collaboration: A New Chapter for Secolo

During the recent Milan Design Week, the Danish design powerhouse Tableau and the esteemed Italian brand Secolo introduced their groundbreaking collaboration, the "Soft Matters" installation. This project represents a significant milestone for Secolo, as it marks the first occasion the brand has partnered with an external designer, signaling a fresh direction in their creative endeavors. The exhibition, housed within a vibrantly decorated building featuring whimsical floral illustrations, served as a dynamic backdrop for the innovative furniture collection.

Tableau's Signature Artistry: Blind-Drawn Botanicals on Furniture

Tableau, known for its multifaceted creative spaces in Copenhagen that combine a design gallery with a flower store, infused its distinctive artistic flair into this collaboration. A notable highlight is the reinterpretation of Secolo's Pingu Side Table, now embellished with unique floral designs. These patterns were created using a "blind drawing" technique, where the artist draws shapes, in this instance flowers, from memory without visual guidance. Tableau founder Julius Værnes Iversen shared that this method, which he has practiced for a decade, has become a form of meditation, lending a deeply personal touch to the pieces.

A Collaborative Creation: Shared Visions in Floral Expression

For the "Soft Matters" collection, Iversen extended his artistic process to Secolo's founders, inviting them to co-create the blind-drawn floral motifs for the furniture. This collaborative approach ensured that each piece possesses a truly unique and intuitive pattern of flowers, applied directly to the surface before lacquering. The result is a series of furniture items, each telling its own story through a diverse array of colors and spontaneous artistic flourishes, making every object a distinctive work of art.

Introducing the "Trace" Sofa: A Catalyst for Connection

Beyond the intricately decorated side tables, Tableau also designed the "Trace" sofa specifically for Secolo. This undulating furniture piece is conceived as a "conversation starter," aiming to foster interaction and dialogue among users. Iversen described it as an impactful and generously sized design, crafted to encourage engagement and provide remarkable comfort, challenging the notion that highly designed furniture cannot be simultaneously cozy and inviting.

The Immersive Scenography: Foam as a Foundation for Design

The "Trace" sofa takes center stage within the "Soft Matters" installation, which itself features industrial foam walls reminiscent of massive butter blocks. This unique scenography draws inspiration directly from the foam material utilized in Secolo's production process. Iversen explained that these foam blocks, displayed in their raw, pre-production state, are destined to be returned to the factory for the creation of new furniture. This sustainable approach highlights the material's journey from raw component to finished product.

Sustainable Backdrops: Repurposed Foam in Exhibition Design

Further emphasizing sustainability, the installation incorporates cut-off foam pieces, remnants from production, as a decorative backdrop for the displayed furniture. These leftover materials are slated for recycling, demonstrating a commitment to minimizing waste and maximizing resource efficiency within the design process. This thoughtful use of materials not only enhances the aesthetic of the exhibition but also communicates a powerful message about sustainable design practices.

Milan vs. Copenhagen: Reaching a Broader Audience

While Tableau typically showcases its work at 3 Days of Design in Copenhagen, its participation in Milan Design Week this year marks its most extensive exhibition in Milan to date. Iversen reflected on the distinct advantages of presenting in Milan, particularly the opportunity to reach a significantly larger and more diverse audience. He noted that Milan offers a more comprehensive and grander scale compared to Copenhagen, which tends to be more intimate and specialized.

The Allure of Milan: Expanded Visibility and Engagement

Iversen further elaborated on the benefits of exhibiting in Milan, highlighting the amplified opportunities for public relations and broader visibility. Despite the considerable growth of 3 Days of Design, he believes that Milan provides larger exhibition spaces, a greater audience, and higher attendance rates, including from the general public. This extensive exposure allows designers to connect with a wider spectrum of design enthusiasts and industry professionals, solidifying Milan's status as a premier global design hub.

Secolo's Latest Innovation: The Plumea Armchair

In addition to the collaborative pieces with Tableau, Secolo also unveiled its new Plumea armchair during Milan Design Week. This armchair features an upholstered seat and backrest meticulously designed to evoke the plush comfort and aesthetic appeal of soft pillows. The introduction of the Plumea armchair further exemplifies Secolo's commitment to combining comfort with sophisticated design.

Beyond Furniture: Milan's Diverse Design Landscape

Milan Design Week also saw other notable presentations, including fashion brand Issey Miyake's display of marbled furniture crafted from repurposed waste paper. The week-long event served as a platform for designers to showcase innovative creations and for visitors to explore the multifaceted world of contemporary design. To enhance the experience, local Milanese designers offered insider tips on hidden gems and local hotspots, enriching the cultural immersion for attendees.