Happenings - Zanotta SpA

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FROM DESIGNTO PRODUCTHappeningsno.2/09 p.2Find a friend inthe coffee tableTod is a distinctive, versatile andmodern accessory that blendsperfectly into all living areas; it isalso ideal for outdoor useIt may amaze you to hear that I foundinspiration for the coffee table Tod inCindy Crawford! Well, while studyingher portrait I thought she wasundeniably a beautiful woman, but there wasa certain something that made her specialand won her admiration worldwide: her veryspecial beauty spot was a distinctive mark ofcharm. At this point I decided that, as adesigner, I should define that “beauty spot”and turn it into an item that would fit intoany room… ». Hence, Tod’s creation, astrong and yet discrete accessory born of thecreative spirit of Todd Bracher, the youngdesigner from New York. Zanotta hasproduced it successfully since 2005. Thiscoffee table has a polyethylene frame andglossy coloured lacquer that perfectly resistseven outdoors. It can be placed near all seattypes in either classical or modern settings.«We must mention - says Bracher - that thespecial lacquering, which was ratherinnovative a few years ago when Tod waslaunched, enhances the coffee table withexceptional refinement, making it a high-endproduct. The wide choice of colours toomakes it a highly “fashionable” item».Produced with the rotational mould method,it is a small jewel of modern industrialdesign. «I created it as an all-round elementthat could sustain both physical and visualspace by easily matching either a sofa or abed. A versatile furnishing item that wouldadd appeal to the spot where it stands.Naturally the coffee table that took shape inmy mind was not meant to play a “key” rolein a certain setting, but the room wouldnever have been the same again without it…Tod’s very shape plays a functional role: itstretches curving upwards to be usefulwithout removing physical or visual space»,says the designer. «The coffee table’sorganic quality visually links the floor and thetable top. The series of harmonious ellipsescontrast with the usual rectangular beds andsofas beside which it is placed. The coffeetable is designed with the awareness that itcould never stand alone, always requiringsomething near it». The object Tod ispractically monomaterial, with over 90 percent of polyethylene and a small steelcomponent in the reinforcement placedunder the base - to stabilise the frame. Thispart can be easily disassembled and, hence,disposed of separately. A small item chargedwith an impressive personality.From left,the designerTodd Bracherand hiscoffee tableTod in asketch and apicture.TODD BRACHERBorn in New York in 1974, hestepped into the international worldof design with items created forZanotta (since 2002). He came toZanotta after attending theDanmarks Designskole for two yearsand the PRATT Institute, New York,for four years, where he graduatedin industrial design in 1996. Heworked as senior designer forvarious architectural firms in NewYork, and for others in Copenhagenand Milan. His works focus onvarious frameworks: from consumerproducts to shop design, furnituredesign and exhibition areas.
Happeningsno.2/09 p.3CREATIVE POWERINTERVIEW«Conformism is the worstenemy of creativity.Whoever is unwilling totake risks cannot becreative»: Oliviero Toscaniat Zanotta Happenings,where he enlarges ondesign as one of the drivingforces of Italian quality inthe global marketThe chair Marinadesigned byEnzo Marifor Zanotta,interpretedby OlivieroToscani’s lens.Born in Milan in 1942, Toscani isa world famous photographerfor his advertising campaignscharged with social andcommunicational impact (e.g. Benetton,Esprit, Chanel, Fiorucci, Prenatal). Asfashion photographer he has collaboratedand still collaborates with the magazinesElle, Vogue, GQ, Harper’s Bazaar, Esquireand Stern. From 1982 to 2000 he was incharge of Benetton’s advertising. In 1990he formed the magazine Colors andin 1993 Fabrica, the international centrefor art and research in moderncommunications. With Fabrica he haslaunched editorial projects, books, TVshows, exhibitions and shows for the UN,the United Nations High Commission forRefugees, La Repubblica, Arte, Mtv, Rai,Mediaset and movies that have wonawards in Cannes and at the Venice FilmFestival. Toscani’s work is exhibited innumerous museums worldwide. In recentyears he has created a centre for researchin communications, the “ethics factory”La Sterpaia in the San Rossore Park’snatural reserve. Here he launched a newcampaign for the Consortium of GenuineVegetal Tanned Italian Leather, a creativeconcept and a calendar with portraits ofleading entrepreneurs in the Italiantanning industry. “Protagonists” of thehide production number Zanotta’s chairMarina “portrayed” for the exhibition thatwill soon visit the USA, in the frameworkof the New York Fashion Week, which willfocus on leather and the best Italianproducts made of this noble material.Q. A binomial created in the Tuscan hillstargets the world: Oliviero Toscani withhis Workshop for the Art ofCommunication and the Consortium topromote the brand “Genuine VegetalTanned Italian Leather.” You havedesigned and published a calendar thatwill promote the work of the most
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