Minotti: A Grand Vision for Furniture Design

Every spring, thousands flock to Milan to discover inspirational styles and spaces crafted by the darlings of the international design world at Salone del Mobile. At this year’s edition, Minotti was the name on everyone’s lips as the Italian brand unveiled a spectacular architectural exhibition to celebrate its 75th birthday.

“We wanted to recreate a journey through Minotti’s values and history. [It’s] the solid expression of a brand that looks to the future, [but is also] capable of renewing itself over time, while [remaining] anchored to its origins,” co-CEO Roberto Minotti says.

According to him, the pavilion is “a creative cue to export the brand’s true soul all over the world.”

Established in 1948 by his father, Alberto Minotti, the furniture brand has grown from a small artisan workshop into a global name celebrated for its sophisticated and contemporary designs, each 100% Made in Italy. Alongside brother Renato, Roberto took over the company following Alberto’s death in 1991. Upholding the Minotti heritage while taking the brand to new heights is a true family affair.

Occupying a vast 4,500 square metre area of the Fiera Milano complex, the Minotti Pavilion 2023—titled Space and Soul—was some seven months in the making. Spread over two floors connected by spiral staircases, the immersive scenic environment artfully blended the indoor with the outdoor, complete with an authentic boulevard and swathes of greenery.

Conveying the essence of timeless refinement and architectural expertise that Minotti is known for, the company’s installation was infused with a plethora of signature brand codes, such as satin-finished steel detailing and Moka finishes. Bold? Yes. Ambitious? Certainly—but it’s not every day that a brand turns 75.

Creating an aspirational impression of the Minotti lifestyle, the pavilion showcased star pieces from the new 2023 collection, including the Torii Nest Outdoor sofa and the Isole lava stone coffee tables.

“We never launch a collection thinking of the product as an end in itself,” Roberto Minotti says. “Each element is contextualized and lives within an environment, in a harmonious dialogue with other designs and with the architecture of the space. It’s a philosophy we have pursued since the very beginning and will continue to keep alive in the future.”

As the brand’s most important launch of the year, Space and Soul will feature in smaller displays throughout 2023 at various worldwide events. Still, does Roberto feel that the endeavour was a success?

“We presented ourselves with determination and courage,” he says. “While space and time management were challenging aspects, we found a way to realize a pavilion that was spectacular and functional at the same time.”