A film and installation, premiered in London featuring B&B Italia’s newest introduction, the Bend-Sofa by Patricia Urquiola. It was commissioned by Wallpaper* on behalf of B&B Italia. It was realized by acclaimed film director Johnny Hardstaff of Ridley Scott Associates. The versatility and organic design of the new sectional sofa was explored by the film and installation on view during the London Design Festival.
B&B Italia’s 1000th project was the Bend-Sofa, launched during the 2010 Design Week in Milan. The original concept was described for the seating system as “a primary, monolithic shape which gave the impression of having been sculpted by hand”. The modern sofa was designed to appeal to both the commercial and contract markets. The sofa furniture was released from a study of 3D models and digital research. The idea of motion was expressed through a modular composition which allowed it to be customized to suit a variety of spaces. The expression of movement intrinsic of the design was added by contrasting stitching. An emotional, comforting and tactile experience was offered, like much of Urquiola’s work for B&B Italia
London Design Festival 2010: Patricia Urquiola‘ s Bend-Sofa for B&B Italia would be showed at their London showroom for the London Design Festival. Looked like sculpted by hand, the modular of sofa design appeared squashed in the middle. A film installation was also hosted by the showroom about the sofa by Johnny Hardstaff of Ridley Scott Associates, commissioned by Wallpaper*. The London Design festival continued until 26 September.
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