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From Home Furnishing Business
de Sede’s Decision for Singular Focus in Milan Pays Off
April 30,
2024 by HFBusiness Staff in Business Strategy, Designer Weekly, Industry 
For the first time in its history, de Sede focused on a single model at this year's Salone del Mobile in Milan: the DS-888 Collina, designed in collaboration with atelier oï. The designer collective from Lake Biel was also responsible for the design of the stand.
The new, modular sculpture was showcased in six different variations: three for the indoors and three for the outdoors. The spectrum of design solutions ranged from compact two-seaters in leather to sofas in a mix of leather and fabric to spectacular landscapes made of fabric for outdoor use.
The backrests, created in the style of the gentle Swiss Alpine foothills, which can be moved in all directions and also adjusted in height, ensured recognition value - and encouraged trade fair visitors to create their own sofa landscapes.
Monika Walser, CEO de Sede: "The Collina's adjustable backrests meant that visitors were constantly presented with new, surprising looks. This was very well received by our visitors from all over the world!"
Flowing transitions
The new sculpture was staged in an open stand designed by atelier oï, which embodied the theme of “Swissness” in a graphically reduced aesthetic and emphasized in particular the flowing transitions between indoors and outdoors.
The transitions between the indoor and outdoor areas were indicated by semi-transparent curtains printed with lines; thanks to cleverly placed window openings, visitors were able to enjoy inspiring views of the (Swiss) landscape.
"With its light materials and color scheme in grey, the scenography was reduced - so that the focus was on the colorful sculptures", according to Monika Walser.