As Darwin proved more than a century ago - evolution is key to survival. Stephen Penn spoke to Giorgio Pedrazzani of vanguard Italian furniture designer Tisettanta, about the style odyssey of this innovative brand

Today’s world moves at lightning speed - making the skill of adaptation key to survival. It’s an attribute that luxury furniture brand Tisettanta knows only too well.

Formally founded in Milan in 1971, the company has always held the asset value of the ‘Made in Italy’ movement in high regard, resulting in a pioneering reputation in the world of haute gamme furniture design and manufacture.

“Since the brand was established, our focus has always been on providing modern, contemporary design with character,” explains company director, Giorgio Pedrazzani. “We’re now third generation, so adaptation has been key to ensure we remain fresh and modern. We’ve never been scared of change.

“The world of design and fashion is constantly evolving, as are the needs of our clients, perhaps what truly sets us apart however, is not just our willingness to adapt, but our drive and commitment to do so irrespective of the safety net of maintaining the status-quo.”

The company’s more recent expansion into providing a full-spectrum design service to clients has developed on the back of this mind-set, with a burgeoning collection of home style furniture ranges, as well as fruitful collaborations with keynote artists including Antonio Citterio, Paolo Piva, Marco Zanuso and Luca Scacchetti.

“Everyone should be surrounded by beauty, but the reality is never as simple,” adds Giorgio. “We know we have the ability to design an entire lifestyle for clients, not just furnishings, but when you have a loyal following in one specialist area, it’s a much slower burn conversion to secure ‘buy-in’ in other areas. You can’t rush the process.”

To help facilitate their expansion plans – the company set about case study researching how people lived their lives, enhancing their understanding of home design, trialling products and introducing new lines on a drip-feed scale.

“We ensured there was a synergy between new lines and our existing product range,” explains Giorgio. Today, the company delivers full-service turnkey projects – furnishing properties from A-Z and advising on all aspects of interior design dressing. “We’ve made the brand truly international,” Giorgio adds.

“Our state-of-the-art showroom in Wigmore St in London is a key address. As locations go - it has opened the doors not only for private client commissions but also commercial ventures. We’ve been able to adopt new strategies and industrial methods for high-end furniture production, which is a significant advancement delivering that extra flexibility in designing in shorter time-frames.”

In addition to securing a number of prestigious public commissions including the fit out and refurbishment of new public areas for the FC Milan Stadium – opportunity has knocked in the guise of new product lines too, including a made-to-order furniture line ‘Tisettanta London’ that will offer ‘100% personalisation’ right down to the structure and materials of every single piece. Further changes are on the horizon too, particularly in relation to technology, which Giorgio and his team are welcoming with an open mind.

“In five years’ time technology will be included in the highest standard of design. We’ve already started presenting android kitchen systems to enhance social aspects of the home and making life that little bit easier. It’s the start of an exciting new chapter.”

He adds: “Change isn’t a scary word to Tisettanta. We’ve always tried to stay at the forefront of design and as the world evolves, we’re excited to see what comes next and adapt to it. Change your thoughts and you change your world.”


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