On the occasion of London Design Festival, the brand presents the 2022 novelties of the Collection, confirming the profitable collaborations with Carlo Colombo, Roberto Lazzeroni and Dainelli Studio. An extraordinary set of iconic projects, which tell of the brand’s passion for details and its continuous search for excellence. From living to dining to night area, Giorgetti presents an increasingly articulated and sophisticated collection that reconfirms the company’s ability to design spaces and complete architectural projects, proposing a true Giorgetti lifestyle. The LDF has been also the occasion to introduce GM#02, the new issue of the GM Magazine, the print and digital editorial format that enriches the Giorgetti Group’s cultural chain. 
A tale of projects, icons, experiences, archives, geographies; a place where dialogues, traditions and contemporary visions meet. A project that belongs to a broad vision of Giorgetti’s mission, which has the need and desire to weave research and innovation dialogues that allow it to expand its boundaries and be aligned with the present and capable of intercepting the future.
The London Store, spread over two levels with a total area of 400 square metres, showcases iconic pieces and more recent novelties. Here every element is designed to emphasize the brand’s typical design culture and its ability to offer a true lifestyle. The furnishing elements, each with its own identity, dialogue harmoniously with each other: languages, finishes, colours combine with natural elegance in original and customisable compositions.At the entrance, the Store welcomes guests in the living room furnished with SOHO by Carlo Colombo, a new modular sofa of extraordinary comfort characterised by an essential, light, airy lines, suspended on aluminium feet, whose strength lies in the extreme attention to detail, accompanied by the enveloping forms of the HUG armchair by Rossella Pugliatti and the new GRIFFE coffee tables designed by Giancarlo Bosio and Giorgetti R&D, characterised by a refined play of joints, overlaps, and glossy and matt finishes. 
The ENSO table, with the TIE chairs by M2Atelier, characterised by a deep and seductive slit at the back, a leather insert, reminiscent of certain haute couture creations, defines the dining area that flows into the kitchen area set up with the design of GK.01GK.02 and GK.03.
The night area hosts the pieces of the FRAME collection designed by Carlo Colombo, whose geometric lines suggest, on the one hand, an extraordinary formal abstraction and, on the other, a strong emotionality in the details, together with the products of the SHIRLEY collection, also by Colombo, launched in 2021, whose concept revolves around a folded metal ribbon that marks the collection and becomes a structural element of the furnishings.The new star of the night setting is the EDWARD vanity/writing desk by Dainelli Studio, a proposal in the name of multi-functionality, equipped with a mirror and storage compartments for brushes, combs and similar objects, together with the new MONTGOMERY armchair, also designed by Dainelli Studio, which, taking inspiration from classical forms, experiments with a more aggressive, dynamic, contemporary trait.
The new BOREALIS screen by Roberto Lazzeroni completes the area. It is an object with a sculptural appearance that recounts the company’s high level of craftsmanship through a seductive interplay of interwoven leather strips, each made up of two layers of leather coupled, in two different colours, sewn and finished by hand.In the basement, a second living area hosts a composition of the VESPER modular sofa by Roberto Lazzeroni, a seating system that subverts and goes beyond the traditional idea of the sofa to offer a dynamic and customisable concept, accompanied by the ELSA armchairs designed by M2Atelier with a walnut frame, the GALET coffee tables and the OTTO pouf.
Further proposals for the sleeping area include the REA bed and the REIWA modular walk-in closet. The outdoor area features the APSARA seats.

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