IMM KOLN 2018
Natuzzi Editions returns to Imm Cologne, taking place from 15th to 21st January, with an innovative new collection and the introduction of cutting-edge technologies. The appointment is at the Hall 6.1, stand B080, C081 with the Natuzzi Editions’ new idea of comfort.
The 2018 Collection was created to meet the changing needs of consumers, who are witnessing momentous social, economic and cultural changes, which are inevitably also rapidly changing their way of experiencing the home and living area. The old concept of a living room is gradually being replaced by a new idea of a space that becomes a place of refuge, serenity and sharing, where technology is focused on comfort and design.
This new idea of comfort has led to CubicomfortTM Triple-Motion Technology, which was created by Natuzzi Editions and has enabled the insertion of innovative motion technology in the heart of the sofa’s structure. This innovative technology involves the use of three electric motors that enable you to activate several independent recliner mechanisms: the first motor simultaneously reclines the backrest and seat, with a tilting, incredibly enveloping effect; the second raises and lowers the footrest, both when you are seated and when you are lying down; the third raises and lowers the headrest to comfortably support the head, even when you are lying down.
Three new models testify to Natuzzi Editions’ comfort revolution, combining innovative CubicomfortTM Triple-Motion Technology with a particularly sophisticated design and a new modular concept that allows you to easily adapt the sofas to the living area. The newTrionfo sofa has elegant metal feet and special seams along the armrests and sides. Its assertive design was developed to make it suitable for medium to large rooms. Astuzia is distinguished by its casual, compact design, which is also thanks to the slim armrests that contain a USB port for easily charging devices such as smartphones and tablets. The Brama sofa offers pure visual comfort thanks to its especially generous, cozy design, which is enhanced by the front part of the seat cushion that partially envelops the armrests.
The new additions in the 2018 collection are joined by the hero models of the Natuzzi Editions collection, which include Spasso, Stupore, Estasi and Talento. Spasso is a sofa that represents the extreme synthesis of the modularity concept expressed by the brand, allowing you to freely combine different seating elements that can then be mixed with different colors and coatings. Stupore features astonishing seating comfort thanks to its adjustable headrest, lumbar support and to the Zerowall space-saving system (which activates the recliner function without the need to move the sofa from the wall behind). The Estasi model features a seductive, curved design, diamond-cut feet and an attractive, vintage-inspired design. Talento enhances comfort and aesthetics: it can be combined with coffee tables and shelves in the same series.
The new2018 Natuzzi Editions collection is also distinguished by its versatility, a characteristic shared by all the models on display, whose type of covering, colour and desired configuration can all be customized thanks to an extremely wide range of leathers and fabrics.
Cologne is also an opportunity to present new tools dedicated to retail entrepreneurs, including the new retail gallery concept, an innovative in-store communicationand the 3D configurator. The new retail concept is one of the cornerstones of the Partnership Program Editions and focuses on the modularity of the exhibition, which allows you to adapt the format to the real needs of space and business. Full Gallery is a format that enhances the value of the collection, maximizing return per square metre. Sizes, colors, spaces and materials welcome the customer with an atmosphere that is highly comfortable, both physically and visually, in the areas dedicated to the 4 lifestyles: Urban, Contemporary, Comfort and Classic Vintage. Light Gallery differs from the Full version due to the type of communication supports used for the set-up. As will the Full version, architectural elements and displays create the perfect stage for the Natuzzi Editions collection, communicating the values of the brand and the unique characteristics of the products to the customer. Finally, Point is a revolutionary, flexible format that creates an exhibition space that guarantees a high-level shopping experience, even in an extremely small space.
To support the Natuzzi Editions sales consultants an important in-store communication format was created, offering a complete narrative for each value and model in the collection, 5 videos dedicated to the collection’s Hero products, more than 200 photos, offline and online communication materials. Videos, GIFs, social media posts, banners in additions to the new website and to the exclusive3D High Definition Product Configurator created for allowing every sales specialist to design every single feature of a sofa/armchair – its configuration, cover, function, color, foot finishes, piping and seams – and to view it in real time and in 3D format as a high-resolution graphic. This tool was designed to improve the selling ceremony by interactively involving the customer, who can see their desired product configured and receive an HD photo of the result of the configuration on their own device.
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