Private-public partnership: Midj

If there is one piece of furniture that has been used the most during the last year, it must be the sofa. It has become home office, children’s playspace, movie theatre, Instagram backdrop and meeting place for conversations both virtual and non-virtual. Moving far beyond its typical relaxation function, the sofa has now become a ‘space’ in its own right, and many designers are recognising its potential beyond the living room.

Seeking to question how design could challenge the sofa to embrace new activities and spaces, Italian brand Midj has released the new Area collection by Rome based Studio Pastina. Featuring a sofa, armchair, pouf and chaise longue, the innovative collection effortlessly balances modern style, comfort and sophisticated technical design. Both inviting yet minimal, durable and modular it has been designed with an open-minded approach to interiors of the future – just some of the reasons it won a 2021 Red Dot Award.

Designed to feel at home in a range of settings from a lounge area, to a hotel room or a workspace, the form of the Area sofa has both international appeal and ‘everyday charisma’. It has contract functionality, yet is domestic in its simple and softly geometric form, which is modern, yet inviting and approachable. The upholstery effortlessly folds over a discreet streamlined metal structure, belying its complex technical design. It is available in 13 fabric colours from bold to neutral tones, with 21 metal colours for the legs and frame.

It was important for the collection to be ‘transversal’; a harmonious, universal formula for a design piece that could always be relied on as a solution, whatever the nature of the project: ‘Versatility is fundamental,’ says Paolo Vernier, President at Midj. ‘In the field of furniture, let’s take two opposite environments: the home and the office. Designing a “transversal” object makes it useful for inclusion in both interior design projects. At Midj when creating each collection, we explore all the possible variations and make sure the design responds equally to the needs of public and private spaces.’

Modularity was key to making the Area collection even more versatile to designers, and offers clients flexible options for future scenarios. Today, particularly when it comes to the office – a space that has evolved exponentially over the last decade, furniture must be able to be tailored to space, with room for re-formulation and growth too. The Area’s geometric elements lend themselves to modularity, whilst still maintaining the look and feel of a unique design piece.

Connected to wellness trends, Midj sees the sofa becoming a new necessity for the workplace: ‘In the workplace, the concept of wellbeing is now a pillar for design, which is just as important as function. Wellness is expressed in a healthy workplace, furnished according to the company's concept, with an eye to aesthetics. Wellness areas for staff and visitors, a relaxation area, a kitchen, and even small gyms have been appearing in environments traditionally intended exclusively for work. A sofa is the place of sociality par excellence. it fits very well in many scenarios, from the lobby to a networking space,’ says Vernier.

When designing comfort into public interiors, durability must also be factored in. The Area collection offers both comfort and durability. Its padded upholstery, rounded corners and supportive armrests and backrests are relaxing to recline into. Yet it is also fireproof, hidden bonds hold the cushions in place, and the strong sealing structure withstands weight without flexing or moving. After a day of multiple users, including children playing, the furniture maintains its original look and feel.

A piece like the Area sofa enriches an interior with comfort, visually as much as physically; it warms up minimal environments and brings colour and character to space. It plays the role of a ‘strong but silent’ type – reliable and comforting, yet with plenty of presence too. With interior trends (and users) constantly on the move, designers can find comfort in knowing that the Area collection is an innovative foundation to any interior.

© Architonic