A Woven story – The new Gebrüder Thonet Vienna exhibition for Salvioni
Salvioni Design Solutions and Gebrüder Thonet Vienna present ‘A Woven Story’, a site-specific installation designed by Serena Confalonieri, at the Salvioni concept store in Via Durini 3 in Milan. A Woven Story, visible from Friday 7 September until 6 November features the most iconic pieces of the Austrian brand and pays homage to one of the company’s most characteristic processes: the weaving of Vienna straw.
The project aims to emphasize the craftsmanship of the products and enhance the materials and techniques characteristic of Gebrüder Thonet Vienna also through the use of curved wood which, historically used to create the footrests of the iconic seats, is transformed into a decorative element as part of the set-up recounting the very ancient roots of the brand, dating back to the beginning of the last century and with an eye towards the future.
The windows of the Salvioni store become the wings of a stage that opens onto the scenographic and colorful display within which, as in a sort of mise-en-scène, a series of products alternate. The timeless icons of the historic Austrian brand – such as the N.811 chair, created by Joseph Hoffmann in 1930 – up to the most recent collections – such as the Arcadia pouf by Serena Confalonieri and the novelties presented on the occasion of the latest edition of the Salone del Mobile such as the Ample chair by Luca Nichetto, the Mickey armchair and the Loop Dining chair by India Mahdavi – underline the historical continuity of production.
In A Woven Story, the seats by Gebrüder Thonet Vienna are positioned on backdrops made of Vienna straw and decorated with embroidery handmade by Serena Confalonieri. These woven sheets descend from the ceiling and form the backdrop to the furnishings, resting softly on the floor covered in orange carpet, the symbolic color of the Viennese brand. The iconic texture of Vienna straw is taken in a macro and multicolor version, printed on the fabric that embraces the entire space, giving color and depth to the setup.
The exhibition continues in the interiors of the Salvioni concept store where the Mos console, the Feng screen, the Säule table, the iconic Targa sofa, the N.200 armchairs and many other objects involve the visitor in an exhibition game that aims to convey the values that still characterize Gebrüder Thonet Vienna today, from the use of Vienna straw to the mastery of working with bent wood.
Inside the new setup, the seats that make up the showcases are positioned on backdrops made of Vienna straw and decorated with hand-made embroidery by Serena Confalonieri, softly lit by the new Tipì lamps by Francesca De Giorgi.
Gebrüder Thonet Vienna, which has always skilfully combined tradition and innovation, with this exclusive installation intends to take the visitor on a journey where, thanks to curved wood, the use of fine materials combined with advanced techniques, objects are created that can be admired not only in most iconic European buildings in history, but also in everyday environments and where high-level Made in Italy craftsmanship once again marks the iconicity of the brand.