Internoitaliano is a new system for the production and sale of designer furnishings, created by Giulio Iacchetti, that brings Contemporary Italian Design to the worldwide marketplace via the Internet, providing the quality and technical know-how of traditional Italian craftsmanship to products sold exclusively online.
Internoitaliano's ambition is to restore a sense of normality to design. Its products are designed to be long-lasting and become part of everyday life with personality and discretion. For this reason, every project is stylistically independent and can adapt to a variety of contexts, differing in terms of both space and time, all the while maintaining a quiet presence, worlds apart from the self-engrandizing nature that often characterizes contemporary design.
At the heart of Internoitaliano is a production system constituted by a network of workshops and manufacturing companies that embody the excellence in the Italian ability to createtop-quality products paired with a real-time global system of circulation, the Internet. Internoitaliano, therefore, is truly a “fabbrica diffusa”, a “factory network”.
Internoitaliano objects enjoy a special status: they are happy objects, fruit of a 50/50 joint effort between the designer who designed them and the craftsman who lovingly made them. They are free from economic constraints that might otherwise impose high profit margins and can therefore be brought to market at a fair price, with respect for the intrinsic value of each party's contribution and the high quality of the materials.
Internoitaliano is based on a structuraly light business model that is testomony to the disappearance of both rigid corporate structure and traditional chains of distribution (agents-distributors-dealersshops).
Leonardo Sonnoli's visual identity project for Internoitaliano is a tale of collage. Objects, history, quality and “Italianness” live together in a metaphysical space, absolute, white, determined only by a thin line that deliberately avoids refering to a pre-determined lifestyle. Objects accompanied by fragments, part of our domestic landscape, in other words things that “we always see but rarely look at” as a master of Italian graphic design, Michele Provincial, said.
The logo—two words run together but respectivley upside down, so it can read in any location in space—is further testimony that underscores a decisive desire for freedom, embodied not only by the objects, but by the entire philosophy of Internoitaliano.
The first chapter of Internoitaliano consists of 9 pieces designed by Giulio Iacchetti: a stool, three tables (each a different height), a coat stand, a wall-mounted coat rack, a mirror, a cabinet and patterns for wallpaper.
Each object is, in itself, autonomous and versatile, able to take its place in a variety of settings as they evolve over time, little by little, affecting a household's main rooms.
The names for all of Internoitaliano's objects are a tribute to minor Italians towns and villages, those that are rarely celebrated, but nontheless are just as real and representative of a soffused and authentic national identity.
Photo Credits: Max Rommel, Leonardo Sonnoli