Natuzzi’s “Puglia Lovers” project in Miami, created in partnership with Pugliapromozione and the Region of Puglia, seeks to immerse viewers in the colors and textures of the region, showcasing Puglia’s appeal for art and craftsmanship. A collaboration with Puglian artist Agostino Iacurci is part of the exhibition, offering a modern take on the spirit of Puglia through vibrant installations. A key part of this celebration includes the return of Natuzzi Open Art, an initiative started in 2007 to integrate art within Natuzzi spaces, supporting both established and emerging artists to promote inclusivity.
Pasquale Junior Natuzzi discussed with Whitewaller Natuzzi’s latest Miami project. Emphasizing Puglia as the “landscape of the soul” for Natuzzi, he explained that their new initiative will weave together art, design, and the essence of the region. Natuzzi shared the company’s dedication to the Save the Olives non-profit, a mission close to the heart of Puglia, to protect ancient olive trees from the devastating Xylella bacteria. Comparing these trees to historical landmarks, Natuzzi emphasized the importance of preserving this natural heritage, underscoring the initiative’s focus on research and reforestation.
Everything revolves around the olive tree, a living symbol of Mediterranean culture.
“Everything revolves around the olive tree, a living symbol of Mediterranean culture.”
WHITEWALL: Can you tell us about Natuzzi’s new project in Miami this year that celebrates art and the roots of Puglia?
PASQUALE JUNIOR NATUZZI: Puglia is our muse and our home. It is the landscape of the soul, the essence of our identity, and the lifeblood of all our work, clearly visible in our collections and stores around the world. This year in Miami, we celebrate the spirit of Puglia through a project that combines art, design, and culture, rooted in the heritage of our region.
The Return of Natuzzi Open Art in Miami
Natuzzi Italia, “Puglia Lovers” Art facade by Agostino Iacurci, courtesy of the artist and Natuzzi Italia, photo by Jason Lowrie, BFA.
PJ Natuzzi, Agostino Lacurci at Puglia Lovers Art Basel 2024; courtesy of Natuzzi Italia, photo by Jason Lowrie, BFA.
WW: We’ll see the return of Natuzzi Open Art, which promotes art as an element of accessibility and inclusivity. Tell us about this initiative.
PJN: Natuzzi Open Art was founded in 2007 from a vision by my father, who has always been passionate about art in all its forms. Originally conceived as an experiential program featuring contemporary works of art within Natuzzi spaces, today, Natuzzi Open Art is a universal language that promotes inclusivity and dialogue through creativity. The initiative enriches the essence of the brand, positioning Natuzzi as a promoter of culture and innovation, going beyond high-quality design to embrace values that have defined our 65-year history.
Natuzzi Presents “Puglia Lovers” in the Miami Design District
WW: What can we expect from “Puglia Lovers”?
PJN: “Puglia Lovers” is first and foremost an idea, a vision of Puglia as a land of choice for art and craftsmanship, making it a unique and captivating place, full of discoveries waiting to be explored. But it is also a collective project, born from the synergy with Pugliapromozione and the Region of Puglia, with whom we share this vision. From this collaboration, an extraordinary connection has emerged, allowing us to create an immersive narrative that will unveil the colors, textures, and flavors of Puglia in a completely new way.
The work of Agostino Iacurci, also from Puglia, beautifully reflects the vibrancy and character of the region. The collaboration felt natural because his artistic approach perfectly aligns with the idea behind Puglia Lovers. Agostino has an incredible ability to capture the spirit of a place, and we are excited to see his intimate interpretation of this land embedded in an installation. It is an exciting blend that brings the energy of Puglia to life in a cool and modern way.
“The work of Agostino Iacurci, also from Puglia, beautifully reflects the vibrancy and character of the region,” —Pasquale Junior Natuzzi
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WW: At the heart of the project is a special mission focused on Save the Olives—what is its mission?
PJN: Everything revolves around the olive tree, a living symbol of Mediterranean culture, an element that encapsulates centuries of history, traditions, and ancestral bonds. Today, with the death of over 21 million olive trees and 37 million still at risk, the mission of this non-profit organization, Save the Olives, has become more essential than ever. Its work now focuses on supporting research to develop olive tree varieties that can resist the bacteria, preserving ancient olive trees, and promoting reforestation projects to restore the landscape and protect this unique culture.
Courtesy of Natuzzi.
