With a reputation for both quality and speed, Italian brand Pedrali is bringing its custom-manufactured European designs to Chicago. Company CEO, Monica Pedrali, discusses the ethos of the new store.

The new retail space features products for ‘working spaces’, such as the buddyhub range of private chairs and alcoves, designed by Busetti Garuti Redaelli. Photo: Andrea Garuti

Ciao, America. Pedrali opens in US | News

The new retail space features products for ‘working spaces’, such as the buddyhub range of private chairs and alcoves, designed by Busetti Garuti Redaelli. Photo: Andrea Garuti

×

Featured products

Want to hear a joke? What's the difference between America and yoghurt? Answer: leave yoghurt alone for 200 years and it will develop a culture.

I jest, of course. I'm a Brit and it's in our DNA to rib our US cousins. I genuinely love America and spent some time living stateside, which I thoroughly enjoyed. Pedrali, that powerhouse Italian brand that's made a name for itself in the manufacturing of innovative, industrially produced furniture, also loves the States, as evinced by the recent opening of its new Chicago showroom.

Pedrali’s new permanent residence is in Chicago’s iconic Merchandise Mart building. The brand was struck by both the building itself as well as public enthusiasm at NeoCon 2019

Ciao, America. Pedrali opens in US | News

Pedrali’s new permanent residence is in Chicago’s iconic Merchandise Mart building. The brand was struck by both the building itself as well as public enthusiasm at NeoCon 2019

×

Wise to the current tendency among American architects and interior designers for a renewed appreciation of European design – not only in their work 'at home', so to speak, but also their projects internationally – Pedrali is using the new space, as company CEO Monica Pedrali puts it, ‘to depict various types of environments, all connected to “working spaces”: modern and contemporary offices, meeting rooms, lounge and hospitality areas.’


‘The 280-square-metre showroom gives us the possibility to introduce our collections to our clients and to the A&D community: from the latest novelties to the most iconic products’ – Monica Pedrali


With a fistful of credentials including its 100%-Made-in-Italy claim, its sustainability policy underpinned by various robust certifications, and its proven track record in short-lead-time custom production, Pedrali is doing America with its head held high. We're not out of the woods yet, of course, when it comes to Covid and its economic impact globally, but the fundamentals are good for the company and response from the market is strong.

Architonic: Why did you decide to open a Pedrali showroom in the US?

Monica Pedrali: We have been operating in the American market for many years now and, having recently put in place an extensive network of agents there, we felt an increasing need for a permanent branding space on-site.
In 2019, we took part in NeoCon Chicago as exhibitors and were immediately won over by the enthusiasm of this event and the beauty of the Merchandise Mart building. So we made contact with the organisers to discuss a permanent presence there. NeoCon is a platform for launching innovative ideas and products that make public spaces flexible and avant-garde, so it’s a great fit.

Also on display are the sound-absorbing Ypsilon Connect screens with whiteboard (top) and media connection (bottom) by Jorge Pensi Design Studio. Photos: Andrea Garuti

Ciao, America. Pedrali opens in US | News

Also on display are the sound-absorbing Ypsilon Connect screens with whiteboard (top) and media connection (bottom) by Jorge Pensi Design Studio. Photos: Andrea Garuti

×

Featured products

AT: What does the space offer for professional visitors?

MP: The 280-square-metre showroom gives us the possibility to introduce our collections to our clients and to the A&D community: from the latest novelties to the most iconic products. These collections depict and are inspired by various types of environments, all connected to 'working spaces': modern and contemporary offices, meeting rooms, lounge and hospitality areas. The showroom is open all year by appointment.

Featured products

Toa is a desktop folding screen by Robin Rizzini that transforms meeting room tables into workspaces with the privacy of a seclusion zone. Photo: Andrea Garuti

Ciao, America. Pedrali opens in US | News

Toa is a desktop folding screen by Robin Rizzini that transforms meeting room tables into workspaces with the privacy of a seclusion zone. Photo: Andrea Garuti

×

Featured products

AT: What in-showroom competencies are available beyond the display of products?

MP: In recent years, office furnishing trends and their environments have gone through considerable changes. The line between home and work is becoming increasingly fine, and work spaces have taken on new configurations: open-plan offices continue to emerge, promoting interaction and fluid exchange. Today, however, the Covid-19 health emergency has transformed such needs: office layouts need to be thought out differently and workstations redesigned. The significant change in lifestyle that we are currently experiencing makes it essential to create new reference models and new ways of interaction.

The office needs to become dynamic and its furniture solutions flexible, functional and sustainable, in order to create tailor-made, modular work spaces that can be rearranged according to the needs of the moment. Meeting rooms that can be transformed into multiple workstations, informal meeting spaces obtained by niches ensuring acoustic and visual privacy, new areas for on-site or remote training. The new Chicago showroom serves to capture and dramatise all of this, while, at the same time, demonstrating how our furniture solutions for hospitality are equally as intelligent and flexible.

The acoustic and visual privacy of the buddyhub chair can be utilised for work as well as relaxation with the addition of a black Fenix tablet (top). Photo: Andrea Garuti

Ciao, America. Pedrali opens in US | News

The acoustic and visual privacy of the buddyhub chair can be utilised for work as well as relaxation with the addition of a black Fenix tablet (top). Photo: Andrea Garuti

×

Featured products

AT: Are the needs of American architects different?

MP: Pedrali already owns the certifications required for selling in the US: from Greenguard and Greenguard Gold, demonstrating the low emission of chemicals of products intended for internal use, to CAL TB 117-2013 certification for fire reaction of upholstered products.

American architects work on a global scale and we have developed a network of well-established partners that extends to more than 100 countries.

© Architonic

Related Profiles