Chaptering the art of time, page by page, with ‘Our Point of View’ by Edra

Magazines are vessels of expression and documentation, pages for words and photography, yet also multi-dimensional platforms for ideas, catalysts of creative networks and layered frameworks for philosophies. For a design brand, an in-house magazine provides architects and designers a curated insight into its universe, style and perspectives – and in a fast-paced marketplace that keeps us relentlessly moving forward, a magazine creates a contemplative space to explore the stories behind people, products and approaches to living.

The in-house Edra MAGAZINE Our Point of View was established to sincerely and authentically reflect the vision and values of the iconic Italian design brand Edra, expressing its dynamic gaze on architecture, craft and art, its generous ethos for living abundantly in comfort, and the esteemed quality and craftsmanship behind its timeless products. Covering topics from beauty, to research and the environment, the magazine is both a tool and an exquisite object in itself, edited by Laura Arrighi and designed by Stefano Pasqualetti.

A creative time capsule

The fifth issue, launched this year, focuses on the theme of ‘Time’. For Edra, this encompasses the brand’s essential values of durability and universality captured through the finest materials, detailed design and adaptability in every collection, yet also a deeper sentiment. It opens with a poem by Elli Michler titled ‘I wish you time’, chosen by Monica Mazzei, Vice President of Edra, as a meditation on the importance of dwelling on the beauty of life in the moment. ‘Here, ‘time’ is not only chronologic and measurable, but also psychological and emotional,’ she explains. For Monica Mazzei, ‘time’ is not located in the present, past or future: ‘It is simply the right moment to act,’ she says. ‘Time gives value to people. And to things. When time passes over an object, place or landscape in which beauty is dominant, then the beauty becomes timeless.’

Many other voices participate in this issue, interpreting and enriching the theme, from authors and journalists to architects and designers, each contributing their ‘point of view’ – these include Silvana Annicchiarico, Giovanni Bruno, Chiara dal Canto, Giampaolo Grassi, Pierluigi Masini, Luca Molinari, Hanane El Moutii and the President of Edra, Valerio Mazzei. As well as these personal perspectives, the magazine takes readers on a journey through geographical space with Edra’s collections, beginning at the archaeological site of Paestum, travelling to a contemporary villa in Lugano, passing through an estate in Tuscany, a chalet in the Dolomite Mountains and a residence in the Viennese countryside.

Edra’s editorial lens

Most importantly, we experience these people and places through Edra’s creative lens. Francesco Binfaré himself reflects on the process behind his exhibition at the ADI Museum in Milan. Exclusive events can be re-lived, such as at the Italian Embassy and Casa Italia in Paris for the occasion of the Olympic Games 2024 or an elegant evening honouring Aurelio Amendola at the Teatro alla Scala. Meanwhile, artistic endeavours are critically explored with reviews detailing the dynamic photographic book titled ‘Edra Amendola’ edited by Treccani and exhibitions at 8899 Beverly in Los Angeles and the Edra Palazzo Durini showroom during the Salone del Mobile, Milano 2024.

The name Edra derives from the Greek ‘exedra’, a seated area in the atrium of the noble Greek and Roman house designed as a place for meeting and conversation. The Edra MAGAZINE Our Point of View N°4 creates an intellectual space for this dialogue to play out – a conceptual atrium that transcends time, space and dimensions. It commands the ability to be both time sensitive in its ability to bring together collaborators and guests for a launch event at Palazzo Durini in the heart of Milan’s design district, whilst also forming a timeless document to enlighten the shelves of libraries and coffee tables of stylish spaces across the world. Simply open the pages of the magazine to take a seat at Edra’s atrium of creativity.

© Architonic

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