Feeling groovy: Longhi celebrates 60 years
Brand story by Dominic Lutyens
Meda (MB), Italy
23.07.19
LONGHI celebrated 60 years with an anniversary party inspired by the 1960s, the decade which established its reputation as a leading Italian furniture brand.
Longhi’s anniversary celebrations took place in its new showroom. Guests were entertained by dynamic 1960s-inspired performances and light shows
Longhi’s anniversary celebrations took place in its new showroom. Guests were entertained by dynamic 1960s-inspired performances and light shows
×Longhi recently celebrated its 60th birthday in style, taking the 1960s as its overarching theme – aptly, since it established its reputation as a leading furniture brand that decade. The event, held at Longhi’s elegant new showroom, which was inaugurated that night, proudly marked major milestones in the company’s evolution. Guests were entertained by a spectacular show that paid homage to the revolutionary 60s – an era of rebellious youth movements, experimental art happenings and dynamic fashion shows as Western society was radically modernised.
Top: Appropriately, the mesmerising spectacle included a homage to Joe Colombo’s ultra-pop 1963 Elda chair. Above: Mr Andrea Longhi, the company’s CEO, with Ben Wu, creator of the Rhythm collection, and two other guests
Top: Appropriately, the mesmerising spectacle included a homage to Joe Colombo’s ultra-pop 1963 Elda chair. Above: Mr Andrea Longhi, the company’s CEO, with Ben Wu, creator of the Rhythm collection, and two other guests
×The heady, multisensory nature of 1960s culture was captured and echoed by Longhi’s multifaceted event, an occasion in which the senses of taste, sight and smell merged and were heightened. The delicious dinner was overseen by multi-award-winning chef Roberto Cerea of the restaurant Da Vittorio, while guests could witness at first-hand the company’s new, two-storey, 1,200-square-metre showroom. Visual and aural stimuli included enthralling, mesmerising light shows and soundscapes.
Top: Ben Wu sheds more light on his Rhythm collection in the presence of other guests. Above: The guests had the opportunity to experience how comfortable Longhi’s furniture is at first hand
Top: Ben Wu sheds more light on his Rhythm collection in the presence of other guests. Above: The guests had the opportunity to experience how comfortable Longhi’s furniture is at first hand
×What’s more, guests could appreciate the tactile qualities of Longhi’s furniture: they were free to explore the store and feel the refined finishes of the designs or experience how comfortable its sofas and chairs really are. While ambling through the store’s spacious, well-lit interior, they could admire both Longhi’s existing, iconic furniture and its latest collections by Ben Wu and Giuseppe Viganò. The well-received, meticulously curated showroom took guests on an intriguing journey through its space, while highlighting the key quality of Longhi’s designs – their timelessness – all in suitably festive surroundings.
© Architonic
