Taking design beyond aesthetics with Natuzzi

Leentje Chavatte
Read Time, 2 min.  

Design is more than an aesthetic. It defines the way we see the world.

Take the objects we have in our homes. They are more than just tables, chairs and sofas; collectively they are a window into the way we see ourselves, each item selected against a personalised criteria of practicality, comfort, status and cost.

When selecting those items, we hold a mirror up to ourselves. We know that the choices we make reveal something to others about our own identity.

It is important then, to make right choices.

An Italian company with a global legacy

Italian furniture company Natuzzi knows how intimate the process of choosing furniture is for its customers. Founded in 1959 by Pasquale Natuzzi, the company has established a global legacy in the 60 years it has been crafting furniture.

It has managed to keep itself at the forefront of the furniture design industry by constantly looking for ways to keep itself disruptive, challenging stereotypes and expectations.

So, it is no surprise that Pasquale Junior Natuzzi, the founder’s son and Creative Director of the company, is now looking to technology as a way of keeping the family business competitive in an ever evolving industry.

“We have always seen design not just as an aesthetic rule,” he says, “but as a way of being game-changers.” That is exactly what the raft of new technologies introduced over the past years is allowing the company to do.

Evolving an established culture

Changing the inner workings of a company with over 6,000 employees worldwide is no small task. But this hasn’t deterred Pasquale Junior and his team from doing just that.

With the help of Microsoft and partner Hevolus Innovation, the company has introduced everything from HoloLens 2 augmented reality headsets in its stores, to Microsoft Dynamics 365 behind the scenes to get greater insight into its customer’s buying habits, and Microsoft Azure to provide the platform to help the business scale up and down its offering as needed. It is a complete package.

“I believe that the whole team, whether it’s the store team, the marketing team, or the IT team, are all appreciating this passion of Natuzzi to always believe and invest in new ideas,” says Pasquale Junior.

It has been a transformation that has truly redefined the DNA of the company, ensuring it retains the unique attention to detail that has kept it competitive for two generations now.

“The partnership with Microsoft has been something that I think has taught both parties a lot,” he says with a smile.

Watch the video

To discover the full story of Natuzzi’s transformation and the impact it is having on the company’s customers and employees, watch the video.

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