LINDSEYfullofGRACE: October 2010

During the 2010 furniture market in High Point, NC I was given to opportunity to work in the Natuzzi Cafe in the Natuzzi America Headquarters in High Point, NC. I was given to opportunity to work in the Cafe by iArc alumna Angela Edwards. The market lasted from Friday October 15th to Wednesday October 20th. I worked in the Cafe where we served lunch to sales representatives as well as clients. Friday was mostly only sales representatives as they set up final appointments and got things situated just right for the steady flow of clients to come in the following days. On Saturday clients began to come and continued coming through Wednesday. On Tuesday students from SCAD (Savannah College of Art and Design) came to tour the building and see the displays of furniture, and on Wednesday FIT (Fashion Institute of Technology in NYC, NY) students came to tour the building. While there I saw representatives for stores such as Furniture Land South, Ikea, and various other furniture dealers around the world.
   One of the most interesting parts about working in the cafe was seeing all the different people from all the different places around the world. There was a good amount of Italians (not Italians as seen in Jersey Shore and other areas around New York state, real Italians- from Italy) and various other Europeans countries being represented. There were also a lot of people from around the US, as the state clients were representing were featured on their very exclusive name tags. The Europeans who were not in typical business attire (pants, jacket, and tie) were dressed very fashionable and were somewhat easily distinguishable from Americans, as their clothing had a feel of clean cut lines and simple style. The Europeans also wore a lot of black and leather.
   While working I was able to learn a little about the company and the products, as well as get a taste of what the furniture market is like. While at the market I crossed paths with Pasquale Natuzzi, the founder of the Natuzzi Group. In passing he seems like a very well respected leader of his company. He was very friendly and often made appearances around the cafe to talk to clients and representatives. The sales representatives were also very nice; the companies roots being an Italian company share the Italian hospitality and communion that Americans so often hear about.
   The Natuzzi Group is divided into the sub furniture categories-Natuzzi Italy, Natuzzi Editions, and italSofa.
   Natuzzi Italy is sold internationally, but is aimed towards the European buyer. The furniture has precise lines and low cut backs. It is practical furniture with a crisp clean look, which is served up in many colors and types of leather, as well as fabric blends and velora. Many of the furniture in forms of couches are split into sectionals. The furniture can be moved and adjusted to how you, the buyer, would like- hence the practicality. While touring the building and seeing all of the drool-worthy furniture, Angela mentioned that Natuzzi doesn't just sell the individual couches, they aim to sell the room. But why not? Natuzzi makes not only couches and chairs, but also tables and other accessories to fully decorate your room.
   Natuzzi Editions is only sold in the USA and Canada. This is not because it is just so exclusive that Europeans can't get their hands on the furniture, it is because European style is very different from what North Americans crave. Angela explained that European style is very clean cut with very defined lines, as opposed to what Americans want- comfort and big fluffy couches. Americans want a couch to swallow them so they may experience the highest level of comfort. Europeans want a place to sit, where others can sit too; nothing too frilly, too fluffy, or too big. The Editions line had higher cut backs for chairs and couches. The tops of chairs and couches were circular and stuffed with padding, whereas the couches in the Natuzzi Italy collection were definite rectangular prism cushions.
   The italSofa line was more for my generation. The collection reminded me of furniture one would see in Ikea. The couches are mostly all made to be arranged every way possible. One of the couches is even named puzzle because it has so many ways to fit together and still be functional. The italSofa line, as Angela told me, is aimed towards the younger generation, as it has a difference in price, color, and material from the other two collections. The collection has fabric material and bright pastel colors, as opposed to basic browns, blacks, and other neutral colors found in Natuzzi Italy and Natuzzi Editions.
The italSofa collection was my favorite as it was the most practical for furniture I would need at this point in my life.
   Working in the market was a great experience. I got to see furniture representatives from all over the world and get some experience in a furniture firm. Everyone was very friendly and inviting, making Natuzzi appear as an excellent company to work for (...someday). I am glad I was able to be apart of the fashion week of furniture, only 20 minutes from home.

View from the coffee bar to the floor of the Cafe

Another view of the floor of the Cafe (with cool wall panels making interesting shadow lights)

View of the floor. The top lights remind me of stars in the sky.

View down the main hallway of the building.

View of main hallway, with natural light.

View from the end of the main hallway of interesting window, and yes the wall is slanted outwards.

This is the outside view of the same window. I asked Angela if the building was modeled after a ship because the company is basically from overseas, but she told me it is actually because Pasquale Natuzzi loves to sail.

Interesting light panel

Delicious desserts-served up fresh

Natuzzi Editions couch- Notice the roundness of the seat

This couch is a Natuzzi Editions couch, but the awesome thing about it is it has a speaker built into the corner. The speaker is programmed to play your ipod or you can even sync your TV with the couch and have surround sound

More Natuzzi Editions chairs

This project is a series of steps beginning with creating a clay model of a piece of drapery set in a still life by byself, to casting the molding of the drapery with hydrocal.

clay drapery model

mold of clay draper, after casting the clay mold with plaster and covering with burlap. this photo shows the cast after the clay has been dug and carved out of the mold to prepare to cast the plaster mold with hydrocal. the board on the left was the board that was attatched to the bottom of the clay mold and plaster casting.

close up photo of the mold after being cleaned of clay.

photo of the plaster mold being cleaned out with murphy's oil soap. the oil soap helps the plaster mold to easily break away from the hydrocal which was soon added to create a hydrocal casting.