N.O.W. @ nhow

According to Sergio Calatroni, “Petals from Tokyo” is the result of a personal research on the beauty and it is essentially composed by photographs of petals. “I petali che cadono dagli alberi..., il manto di petali sul letto degli sposi, i petali che incontro nel mio cammino, che durano un momento e che voglio ricordare” (Sergio Maria Calatroni, Settembre 2016, Tokyo). Calatroni’s pictures give birth to a poetic and exclusive collection composed by eight photographic subjects proposed in the form of wallpapers, synonym of trend and visual experimentation up to the limit of a masterpiece, capable to turn the surface of a wall into an original scenography. “Living with the petals is a new thing for me, an unknown texture: it is like getting into it and dressing up yourself with the color, the movements and the sinuosity of these beings, all to be discovered and lived.” (Sergio Maria Calatroni, 2017)

“Atelier” collection is born from the match of the different creativities expressed by three relevant international designers: Anna Gili, Maria Christina Hamel and Pietro Gaeta.

All the subjects presented by Anna Gili are a design interpretation of her concept of space, which is inspired by a “Wonderloft”, where the color plays a main role and therefore the space becomes a sort of three-dimensional macro painting. This is the reverse process of a painter that when painting, brings the real experience on the bi-dimensional canvas. The color in furniture is a structural element to me, that composes and shapes the space – Anna Gili.

“Fauna e Flora” is the collection designed by Maria Christina Hamel and it is inspired by pop and metaphysical atmospheres influenced by textures form the Japanese tradition. “Fauna and Flora, an unnatural nature, brought to our room with the design that reveals our dreams”. (Maria Christina Hamel) The designs presented in this collection represent a three-dimensional interpretation of nature in the domestic landscape.

“Atelier” collection closes with Pietro Gaeta’s proposals that offer a sage woven structure, mix of colors, troubles and overlapping that create unexpected scenarios. “The coverings overcome the classic repetition determined by the size of the roll of small subjects or by the graphic exasperation of the usual wallpapers, in order to end up with the reproduction of designs and photographic pictures of large size. A pattern always different on the whole surface, the total art, integrate itself and becomes architecture, capable to communicate new feelings that go beyond the canvas hang in the living room.

N.O.W. Edizioni research goes on and through a creative path under the art direction of Pietro Gaeta, designer and art director, identifies a way between design, art and fashion. This year N.O.W. Edizioni enhances its production thanks to the contribution of new artists and designers active in the international scene: Sergio Calatroni, Anna Gili, Maria Christina Hamel. “After last year collaboration with Alessandro Mendini on the “4 mani” project, I thought it was suitable to broaden the horizons of N.O.W. Edizioni with new resources. Therefore I invited to cooperate to this project some friends and colleagues, with whom I shared the Milanese debut at the Mendini Atelier, these were the years of the last vanguards and of the birth of “Fuorisalone” (Pietro Gaeta).

“Our collections always positive and careful to innovations are reflected both in the national and international market, in these 5 years of activity we have reached important market shares, overall in Europe and overseas, where the Made in Italy has for sure a remarkable value. In addition, we have recently signed a distribution agreement in the Middle East with a society based between Dubai and Teheran with which we are developing important projects. The objective we propose with these new collections that we are presenting this year is to wink at the extreme East and overall at the Japanese market” (Stefania Nicolini).

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