Digital Printing Innovation for Home Decor
BNW is collaborating with arguably the world's leading design firm Studio Urquiola from Milano, to revolutionise different creative industries verticals with a technological innovation for a complete range of digital textile printing and workflow solutions. The innovative, completely sustainable technology is designed to help creatives, furniture and home decor manufacturers and lifestyle brands alike, to maximize their business potential.
In order to redefine the future of home decor and textiles, as a first step, BNW created a strategy of partnerships with established global leading brands collaborating with Studio Urquiola. Patricia Urquiola and her team are pushing the limits of contemporary research and technology, constantly experimenting and daring to move towards better design and architecture, which makes her the perfect partner for establishing a new trend for the entire scope of creative industries.
During Salone del Mobile 2024 in Milan, we presented our first development in collaboration with one of the leading global design manufacturers - Moroso from Udien, Italy - which provided us the opportunity to test the technology and process of digital printing for Home Decor on key new furniture collection items such as sofas, fauteuils and beds. The result was more than astonishing, immediataley featured in lifestyle media worldwide, and seen and touched by over 30.000 visitors at the Moroso showroom during the Salone week in Milano.
Gruuve transformed the living room into a convivial maze, with its fluid and irregular lines introducing an unexpected flexibility to the design. Moroso offered to the visitors an immersive experience to explore the new materials and delve into the details of the iconic pieces, highlighting craftsmanship.
Gruuve is a sofa characterized by fluid and irregular lines, a contemporary reinterpretation of the 1970s. It transforms the living space into a true convivial catalyst thanks to its charismatic presence and the flexibility of its four modules, encouraging conversations and interactions. Gruuve embodies the essence of the game Snake, moving seamlessly through space and steadily expanding, akin to the snake in the video game.
Empowered by the overwhelming positive Salone feedback, as next step we succesfully developed a whole product and materials catalogue / cartella named Prelude Suites by Patricia Urquiola. This future industry standard for hotel furnishing and interior design in general, features over 20 essential products designed by Studio Urquiola. Each product is materialized in different fabrics designed by Patricia Urquiola herself, allowing for a example a complete hotel room, including all furniture, wallpapers, bedding, towels, lighting, rugs, clothing such as pyjamas and bathrobes, and even outdoor lounging elements, to be ordered and produced at a push of a button, with fabrics designs edited and personalised at the customer's desire for each room.
