Milan – To mark the new edition of Versace Home, the Milan-based brand is making an installation at Palazzo della Permanente during the city’s design week.
Donatella Versace has partnered with architects and designers Roberto Palumba and Ludovica Serafini to present the brand’s latest home collection and present its new exterior line, reflecting the company’s plans to expand the division. As reported, the Versace Home was previously built in-house, but last year the company unveiled the first designs under a licensing agreement signed with Luxury Living, part of Lifestyle Design Group, in the fall of 2020.
Andrea Gentilini, CEO of Luxury Living Group, said joining with Palumba and Serafini – “international designers” recognized by more than 70 international awards, including the prestigious Compasso d’Oro – have been a “staple” in this new chapter of Versace Home.
Their technical knowledge and expertise in modern design is “extraordinary, as is their ability to combine a contemporary vision of society with detailed knowledge of the historical and cultural roots of the design world, allowing for the creation of unique pieces that bring together the past, present and future,” Gentilini said.
The composition of the collection is bold, with red one of the main colours, expressed in the collection in a variety of shades across fabrics, leathers, precious silks and jacquards. Graphic works and LED walls create a dreamlike scenario.
Patterns have always been the brand’s signature, and this season, La Greca, seen in Versace’s latest fashion collections, is back in furniture, too, in an “almost architectural” 3D version, Gentilini said.
The Venus chair is revamped with new details and the Stiletto collection is displayed entirely in white, beige and burnt brown. Gentileni referred to his stiletto line, which features furniture legs in the shape of a high-heeled shoe, as a bestseller, as in Signature sofa V21.
no medusa Set is presented in a brand new vinyl cover – Also a reference to the latest Versace fashion shows – Including sofa, bed and armchair Trono.
The new Stiletto Outdoor collection will be on display at the Secret Garden of the Permanente. The base is tight
A three-dimensional texture of fabric belts coordinating white or bronze metal is complemented by large, comfy pillows. Cover fabrics explore bold, vibrant colors like lime green, fuchsia, Klein blue, and yellow, with the same shades seen on chairs and armchairs.
Versace Home’s new outdoor collection.
Federico Tora
The home collection will be present in all live Versace stores around the world – in Los Angeles, New York and Miami – and is already on display in the London and Paris units, as well as in the one-stop shop that has opened on Via Dorini in Milan. last year. Gentileni said additional store openings are in the pipeline.
“In the medium term, we will continue to invest in both distribution and product development, as well as in brand communications and marketing,” the CEO continued. “We believe the potential of Versace Home is really very important; we aspire to reach exceptional size and vision.”
He explained that Asia, America and the Middle East, in addition to Europe, are the main markets for Versace Home.
Versace was one of the first fashion houses to launch home interiors in 1992, focusing first on textiles. Inspired ceramic tableware collections followed the brand’s signature styles, such as Baroque themes, Greek frieze, distinctive Medusa head, and some prints from fashion collections, such as the jungle print—forever associated with Jennifer Lopez and the 2000 Grammy Awards dress.
The collection has grown to include clothing for the bedroom and bathroom, furniture, wallpaper, and accessories including vases, candles, and even sculptures. The agreement with Lifestyle Design is for Versace furniture only. The brand’s textiles and accessories will continue to be produced in-house, while Rosenthal remains a licensed ceramic holders, which will celebrate a 30-year collaboration in 2023. AS Création and Gardenia will continue to produce Versace wallpaper and floor tiles, respectively.
In July 2020, Lifestyle Design (Poltrona Frau Group) acquired Haworth Inc. An Italian furniture and interior design company, Luxury Living Group.