pedrali & fioravanti’s philía collection revives the dolce vita lifestyle

a collaboration between pedrali and odo fioravanti

Philía, the outdoor chair collection by industrial designer Odo Fioravanti for Pedrali, reflects a blend of nostalgia and contemporary craftsmanship. Unveiled at Milan Design Week 2024, this collection is inspired by the nostalgic 1960s Italian Dolce Vita, capturing the romance behind people gathering for aperitivo in the city’s piazza. In an interview with designboom, Fioravanti shares insights into the inspiration, design process and philosophy behind Philía.

‘Usually, I focus on designing shapes, addressing technical details, or trying new techniques. But, this time, a vivid image dominated my mind: me, sitting in the sun with a drink in my hand. It was a feeling deeply connected to nostalgic memories,’ describes Odo Fioravanti, industrial designer and creator of Philía.

Pedrali and designer Odo Fioravanti collaborate for the outdoor chair collection Philía | art direction Studio FM Milano; photo by Andrea Garuti; set design & styling Studio Salaris | all images courtesy of Pedrali

Odo Fioravanti’s journey with the Italian manufacturer of contemporary design furniture began in 2008, right after the designer left university. Pedrali, established in 1963, is known for its commitment to quality, sustainability and producing furniture that blends traditional craftsmanship with modern technology. Recognizing Fioravanti’s potential, the company gave Fioravanti a chance, which then shaped his design career. Over the years, Pedrali’s willingness to experiment has influenced his approach to furniture design, fostering a long-lasting and fruitful collaboration.

‘When I first went to meet Pedrali, I had just left university. I showed up with two friends of mine who pretended to be my assistants, hoping that that would convince the company I was already an established designer. Whether they knew my secret or not, they decided to give me a chance. We began growing together as they started exploring new techniques. What truly transformed my approach to design was their willingness to experiment. They often said, “let’s try, let’s check, let’s see, let’s make a prototype.” This attitude is really Italian,’ reflects Fioravanti, highlighting the company’s openness to innovation and risk-taking.

Philía is inspired by the 1960s Italian Dolce Vita relaxed lifestyle | art direction Studio FM Milano; photo by Andrea Garuti; set design & styling Studio Salaris

Philía emphasizes friendship and connections

The Philía collection, named after the Greek word for friendship, symbolizes connection and togetherness, emphasizing the intended user experience of the furniture. Having a relaxed outside gathering of people in mind, the chairs aim to create a welcoming and comfortable atmosphere. Also referring to the Italian word ‘Filo,’ which means thread, the seating collection’s design is characterized by hand woven PVC cord with a traditional crossing pattern on a steel tubular frame.

‘Similar-sounding to Philía, the word ‘Filo’ in Italian means thread, thus, as the ropes in the design resemble sewing threads, the name stands for both meanings – threads and connections. The collection is meant to evoke a sense of togetherness since these objects are often found in groups, bringing people closer – so the idea of the thread ties everything together. Sometimes, simply pairing the right word with an object makes everything fall into place,’ explains the designer.

Philía’s design is characterized by hand woven PVC cord with a traditional crossing pattern on a steel tubular frame

The material combination not only provides durability for outdoor use but also evokes a sense of craftsmanship and care. The weaving technique allows the chairs to adapt to the body’s contours, enhancing comfort while maintaining a lightweight aesthetic. The choice of materials reflects a blend of modernity and tradition, playing with contrasting textures and finishes to create a visually appealing and functional design.

‘We quickly realized that a metal frame would allow us to create a stainless steel version suitable for demanding environments. On cruises for example, Philía would be ideal as the material is practically indestructible by the salt water. Meanwhile, the metal pipe is designed to embrace people. Despite metal being perceived as strong and rigid, it can appear soft and delicate, if shaped correctly. In reality, metal is flexible; a stainless steel ball, for example, bounces when thrown on the floor, indicating its resilience. With all of this in mind, the idea of using PVC cord was born. Additionally, with the cord’s traditional crossing pattern, the chair got a sort of palm leaf appearance, allowing it to breathe and adapt to the body, making Philía very comfortable,’ adds Fioravanti.

the frame and weave can be either monochromatic or two-toned, offered in warm shades

a collection made to fit in historical surroundings

The frame and weave can be either monochromatic or two-toned, offered in warm shades that blend easily into natural landscapes. The shift from the designer’s earlier designs with bright and intense colors to softer, more harmonious tones reflects Fioravanti’s understanding of the collection’s intended environments. The color palette selection is chosen to complement the historical architecture of European towns and cities, enhancing cohesive outdoor spaces.

‘I started working with Pedrali at a moment where companies had the urge to really showcase their work, so using bright, recognizable colors was essential. However, in recent years, we realized that in Europe’s old towns and historical buildings, for example, those bold colors were contradicting the surroundings. We shifted to warmer tones, pastel shades and earthy hues, which I believe also reflects a sense of maturity. I guess it’s about growing conscious of our role in society, and these choices evolved with this understanding,’ says the designer.

In the interview, Fioravanti explains that the pandemic has reshaped how people perceive and use outdoor spaces, influencing the design of Philía. He observed that there is now a greater appreciation for outdoor living, with people viewing it as an extension of their home. The Philía collection is designed to enhance this different reality, offering a comfortable and stylish option for their backyards, gardens or balconies. With its relaxed lines and high comfort level, the chair invites people to inhabit and enjoy the outdoors, blending with various environments while providing a timeless presence.

‘After COVID, the outside became another room of the house, an expansion of it. I think we are moving in a direction that is about inhabiting the outdoors, viewing it as a place worthy of furnishing and investment, the same way we invest in our bathrooms, kitchens, and bedrooms. It’s a movement that will likely continue to grow stronger in the future,’ states Fioravanati.

relaxed lines and a high comfort level enhance the inviting aesthetic, making the chairs ideal for both casual and elegant outdoor settings