Seat temptation: Roda

For Roda, the forward-looking outdoor furniture company founded in Varese, northern Italy in 1990, its products embody a unique philosophy that isn’t limited to practicality and aesthetics. This is communicated both visually and linguistically by its unconventional catalogue, which the company describes, not surprisingly, as ‘a book’. This year, it runs to 300 pages that juxtapose thought-provoking words with images of Roda’s collections. The words – succinct, evocative quotes from leading literary figures, from Jane Austen to Victor Hugo – help to characterise the furniture, albeit in a suggestive, oblique way.

In fact, every facet of Roda’s branding strategy furthers an understanding of the company’s furniture in unexpected ways. Another example is its innovative, rather quirky ad campaign for its new Eden sofa system, designed by Roda’s artistic director, Rodolfo Dordoni, who has collaborated with the company since 2004. It shows this radically modular collection on billboard-sized photographs that tower above Lilliputian human figures. The different elements from this expansive, flexible collection depicted in the ads reflect its essential qualities – a leisurely, informal lifestyle epitomised by its unimposing pieces and the relaxing atmosphere we all wish for during indolent summer days.

Eden’s mythological name sends a similar message: The Garden of Eden, also called Paradise, was a beautiful garden where the first humans lived in happiness. Similarly, Eden is conceived as a playground for outdoor – and indoor – leisure. ‘The name communicates the feeling of peace and joy we have when outdoors,’ confirms Dordoni. The fact that this versatile collection ranges from a single seating unit to a two or three-seater sofa enhances this sense of freedom, as do its generous proportions. The collection, which boasts plump backrest and seat cushions, the latter measuring 95cm, has been designed primarily for comfort, as Dordoni notes: ‘The shapes of Eden’s components are emphasised to convey a feeling of greater freedom and informality’.

Referring to its genesis, Dordoni notes: ‘In 2016, Roda asked me to draw up a product strategy that would define the way forward. Eden is a step on that new path, although it complements Roda’s existing product portfolio.’ One indication of this new departure is the unprecedented mix of materials found in Eden: for the first time, Roda has combined its signature, highly durable weather-resistant teak in a bleached tone with painted stainless steel. ‘The frames of Roda’s previous designs were always categorised as either teak or steel furniture,’ explains Dordoni. ‘Eden breaks with this tradition.’

Eden plays on another subtle contrast by offering two options for its backrest. One is made of the taut, lightweight fabric Batyline, the other of interwoven, rope-like lengths of fabric, which Roda calls a ‘padded belt’. The latter cushions the upholstery, making it softer, more comfortable.

Eden is elegantly understated, its palette ranging from coolly neutral to vibrant colours. It comes also in Roda’s recently added ‘sky’ shades of pale, limpid blues, ensuring that it harmonises with nature as well as a variety of architectural contexts, from traditional farmhouses to minimalist villas.

Not that such mimetism makes Eden disappear into the background: the degree of thought that has gone into its details elevates it from conventional outdoor furniture to a sophisticated, highly individual design statement. As Dordoni points out, 'Roda’s outdoor products have reached an aesthetic level comparable to that of indoor furniture, rendering it suitable for both environments.'

Crucially, for Roda there is no reason why indoor and outdoor living shouldn’t form a seamless whole. As such, its avowed philosophy is to create outdoor furniture that looks no different to considered interior design. Eden, in particular, fulfills this ambition.

© Architonic