Pedrali and Odo Fioravanti collaboration
Filia, Outdoor Chair A collection by industrial designer Odo Fioravanti Pedralireflects a blend of nostalgia and modern craftsmanship. Milan Design Week 2024The collection is inspired by the nostalgic Italian dolce vita of the 1960s, capturing the romance of people gathering to enjoy an aperitivo in a city square. interview on designboom, fioravanti shares insights into the inspiration, design process and philosophy behind philía.
“Usually I’m focused on designing shapes, working on technical details and trying new techniques, but this time I was dominated by a vivid image of myself sitting in the sun with a drink in hand – a feeling that connected deeply to fond memories.” Odo Fioravanti, industrial designer and creator of Filia, says:.
Pedrali and designer Odo Fioravanti collaborate on the outdoor chair collection “Filia” | Art direction by Studio FM Milano, photography by Andrea Garuti, set design and styling by Studio Salaris | All images courtesy of Pedrali
The Journey of Odo Fioravanti Italian manufacturer The launch of modern design furniture began in 2008. designer A college dropout, Pedrali was founded in 1963 and is known for its focus on quality, sustainability and producing furniture that blends traditional craftsmanship with modern technology. The company recognized Fioravanti’s potential and took a chance on him, which shaped his career as a designer. Over the years, Pedrali’s experimental spirit has influenced his approach to furniture design, fostering a lasting and fruitful collaboration.
“When I first met Pedrali, I had just graduated from university. I brought along two friends who pretended to be my assistants and tried to convince the company that I was already a famous designer. I don’t know if they knew my secret, but they decided to take a chance on me. As they started to explore new techniques, we started to grow together. What really changed my approach to design was their experimental attitude. They would often say: ‘Let’s try it, let’s check it, let’s see, let’s make a prototype.’ This attitude is so Italian.” Reflecting FioravantiIt highlights the company’s openness to innovation and risk-taking.
Philía is inspired by the laid-back lifestyle of 1960s Italian Dolce Vita | Art direction by Studio FM Milano, photography by Andrea Garuti, set design and styling by Studio Salaris
Filia values friendship and connection
Named after the Greek word for friendship, the Philía collection symbolizes connection and togetherness, highlighting the furniture’s intended user experience. With relaxed outdoor gatherings in mind, the chairs aim to create a cozy and comfortable atmosphere. Also referencing the Italian word “Filo,” meaning thread, the seating collection’s design features PVC cords hand-woven in a traditional crisscross pattern on a steel tubular frame.
‘Sounds similar to Philia The word ‘filo’ means thread in Italian, so the name represents both the thread and the connection, as the rope in this design resembles a sewing thread. The collection aims to evoke a sense of unity, as these objects are often found in groups, bringing people closer together. So the idea of a thread ties it all together. Sometimes, all it takes is pairing the right word and object to make it all work.” The designer explains:
Filia’s design features hand-woven PVC cord in a traditional crisscross pattern on a steel tubular frame.
The combination of materials not only makes it durable for outdoor use, but also exudes craftsmanship and care. Woven techniques allow the chair to conform to the contours of the body, enhancing comfort while maintaining a lightweight aesthetic. The material choices reflect a fusion of modernity and tradition, combining contrasting textures and finishes to create a design that is both visually appealing and functional.
‘We quickly realized that with a metal frame we could make a stainless steel version, suitable for harsh environments. For example, on a cruise, Filia would be ideal, as the material will not break in salt water. The metal pipes, on the other hand, are designed to encase the person. Metal is perceived as strong and hard, but if shaped correctly it appears soft and delicate. In reality, metal is flexible. For example, a stainless steel ball bounces when thrown on the floor, proving its resilience. With all this in mind, the idea of using PVC cords was born. In addition, the traditional crossing pattern of the cords gives the chair a kind of palm leaf appearance, allowing it to breathe and adapt to the body, making Filia extremely comfortable. ” Fioravanti adds.
The frames and weaves are available in solid or two-tone colors and in warm hues.
A collection created to suit its historical surroundings
The frames and weaves are offered in solid or two-tone colours, with warm hues that blend in with the natural landscape. The shift from the bright and intense colours of the designer’s previous designs to softer, more harmonious tones reflects Fioravanti’s understanding of the collection’s target environments. The colour palette choices were chosen to complement the historic architecture of European towns and cities, and to highlight the cohesive outdoor spaces.
‘“When I started working with Pedrali, it was at a time when companies had the urge to really show off what they did, so using bright, recognizable colours was essential. But in recent years, we realized that those bold colours were at odds with the surrounding atmosphere, for example in old European cities and historical buildings. So we shifted towards warmer tones, pastels and earthy colours. I think it also reflects a sense of maturity; it’s about being aware of our role in society, and these choices have evolved with that understanding.” The designer says.
