Pedrali in Berlin for "Design and sustainability"
The Italian company took part in the international conference at the Embassy of Italy in Berlin
Over one hundred Italian and German designers and creatives took part on 29th May 2019 at the Italian Embassy in Berlin, in the presence of Ambassador Luigi Mattiolo, for an international conference on design and sustainability entitled “Design for Sustainability: bridging Italian and German creativity for sustainable development” on the opening day of the European Sustainable Development Week. The conference was an opportunity to discuss about sustainability issues, not only from the point of view of product design but also from the point of view of optimizing production processes and exploring new methods of production, distribution and collaboration between the various operators in the sector.
At the round table, chaired by Luisa Bocchietto, President of the World Design Organization, and Angelika Müller, publisher of the German magazine HOME, there were also five personalities from the academic world and from Italian design companies, including Monica Pedrali, CEO of Pedrali, an Italian company that has always paid attention to environmental sustainability during every stage of the production chain.
The conference was coupled with an exhibition of Italian sustainable design objects, curated by Luisa Bocchietto, useful to illustrate the different approaches to sustainability in the field of Italian design. Among the industrial design products was also Frida chair, designed by Odo Fioravanti for Pedrali. First launched in 2008 at the XXXII edition of Promosedia, Frida won the Top Chair Residential award in 2008 and was selected by the ADI Design Index in 2009. In 2011, Frida won the XXII Compasso d’Oro ADI, the oldest and most influential international design award, for its "simple sculptural beauty". Extremely light and resistant, in solid oak structure, in the year of its presentation Frida explored new possibilities in the field of woodworking. The most extraordinary feature is the superposition of a three-dimensional shell on a solid wood frame. The result is a sturdy yet extremely cosy chair characterized by lightness and resistance.