Natuzzi Italia honors Dubai Design Week 2025 as the region’s leading destination for design innovationUnveiling an immersive installation designed in collaboration with Etereo
At the heart of the exhibition concept is the Amama project, created for the lifestyle brand by Andrea Steidl.
November 5–9, 2025
STAND A26, Dubai Design District (d3)
Dubai, UAE – 4 November 2025
On the occasion of Dubai Design Week 2025, the region’s most important design festival now in its eleventh edition, Natuzzi Italia will present its new Rooted in Harmony collection within an unprecedented immersive installation at Downtown Design, the flagship event of the festival taking place from November 5 to 9 in the heart of the Dubai Design District (d3).
“Dubai Design Week embodies the city’s pioneering vision in design and innovation,” said Pasquale Junior Natuzzi, Natuzzi Project & Contract Chief Officer. “We are proud of our continued participation and look forward to achieving outstanding results, starting from the VIP Day.”
The event, a key reference for architecture, interior, product, and experience design, confirms its role as a creative crossroads of cultures, languages, and innovation, offering a strategic platform to connect with architects, international studios, developers, and decision makers from over 100 countries.
One year after the inauguration of the Natuzzi Harmony Residences in Dubai—the first residential project entirely conceived and realized by a design brand—Natuzzi Italia returns to the event with a space that goes beyond the traditional exhibition stand: a living, multisensory residential environment designed by the architecture, interior, and collectible design studio Etereo, founded by Mirko Sala Tenna and Stefania Di Gregorio, two of the most influential names in the art scene of the United Arab Emirates.
This inhabitable sculpture is conceived to welcome, move, and narrate the Natuzzi Italia lifestyle. The design concept is based on sinuous minimalism without right angles, where every surface expresses softness and every material interacts with light, sound, and texture. The walls are clad in textured plaster, antiqued mirrors, bespoke wallpapers, and bronze details, while a spectacular backdrop recalls the root—symbol of Natuzzi Italia’s identity and its deep connection to Puglia, the land of origin where the company began 66 years ago. The root acts as a guiding thread throughout a journey that celebrates the constant search for timeless beauty and harmony, inspiring every stage of the creative process: from the design of new models to the artisanal craftsmanship of the Natuzzi Atelier, and the selection of materials and finishes curated by the Style Center according to the Codes of Harmony defined by Pasquale Natuzzi’s creative direction.
This symbol traverses the booth, creating a fluid and rhythmic movement that guides visitors through continually evolving visual and sensory areas.
At the heart of the space lies the Amama project, designed by Andrea Steidl. Following the successes achieved in 2024 with the first project created for Natuzzi Italia, Mirai, winner of prestigious design awards such as the European
Product Design Award, Good Design Award, Elle Deco China Best of Year, Archiproducts Design Award, Red Dot Design Award, and Muse Design Award, Andrea Steidl now presents Amama for the Natuzzi Italia brand.
Amama is a compositional project that redefines conviviality and versatility. It is a modular island sofa designed to shape space, offering the possibility of double-sided configurations for a modern and unusual living experience. Reflecting on architecture and ways of living, the armrest or backrest can become functional elements such as a shelf, table, or even a container.
It is a dynamic project where multiple elements of different textures and materials coexist in a play of overlaps and geometries, opening up to multi-directionality and multifunctionality, combining comfort with freedom of composition and use. It represents a new approach to living that balances aesthetics, flexibility, and functionality, extended by living and dining elements of the same collection.
The soft textures and shapes of Amama harmonize with Verde Antigua marble displays, while furnishings and decorative objects engage in a palette inspired by earth and sea. The result is an immersive experience designed to engage all the senses and convey the idea of a harmonious and welcoming home.
With over 22,000 expected visitors and the presence of international brands, Downtown Design confirms itself as an authoritative platform for contemporary design in the region. Natuzzi Italia’s participation, in special collaboration with Studio Etereo, reinforces the brand’s global positioning and reaffirms its design vocation, ranging from ready-to-choose solutions to full bespoke projects, and branded residential concepts aimed at meeting the needs of contemporary living on an international scale.
