Informality and transparency are seen as values that should be integrated into everyday products by new furnishings brand on the block, Vero. Earlier this month, the Italian design company made its entrance, opening up the door to truth (Vero is Italian for “true”), solidity, and availability. All of these things are translated through Vero’s aesthetics, raw materials, and model.
Vero is an idea that Pasquale Apollonio, founder of Level Project, developed with Simona Flacco and Riccardo Crenna, founders of simple flair and Riviera Creative Space. They see Vero as an incubator of talent, a place with a dialogue between all participants, from producers to designers, from communicators to consumers.
“We imagine that the world of design can be a reference for a more informal, concrete, and sincere society. We would like Vero to contribute to this path by merging contemporary ideas with the most complex corporate systems to trace a new path for Italian and international design,” said Flacco and Crenna.
Vero’s first furnishings collection comes from the fusion of traditional Italian savoir-faire and designers. The objects live somewhere between niche design and mass distribution, turning ordinary spaces into contemporary places. Italian and international designers CARA DAVIDE, Frederik Paulsen, Marco Campardo, Natalia Criado, Federica Elmo, and a617 are responsible for the creations. You’ll find stools, bookcases, chairs, tables, trolleys, mirrors, and magazine racks – all common, but also special, experimental, and contemporary. A second collection is scheduled to drop at Salone del Mobile 2022, and includes designs by Odd Matter, Sam Stewart, and Zaven.
Another hallmark of Vero is the Italian technique and manufacturing that takes place at their production site in Galatina, Puglia. Production is led by Apollonio, using workshops that retain local artisan techniques. With a network of local suppliers and great digital logistics, the brand is able to look towards developing long-term sustainability.
The pieces in the first collection will be on exhibit at Riviera Creative Space (via Gorani 4, Milan) through May 6, 2022, Monday to Friday 10am to 6pm. To learn more about Vero, visit verointernational.com.
Photography by Matteo Bianchessi.