Laurameroni Design Collection: A Dream Realized

Arthur Dodge April 6, 2015

As Laura Meroni was growing up in Brianza, just north of Milan, she experienced the region’s proud craft traditions first hand. Her father had started his cabinetmaking and furniture shop in 1920, developing it into a modern manufacturer capable of turning quality materials and craftsmanship into fine furniture.  Building on this foundation Laura Meroni and her two sons guided the company into the 21st century. They consolidated it’s regional network of crafts-based vendors and mastered the detailed processes of custom fabrication for a sophisticated clientele. But Laura Meroni had an even larger dream than this…

The ability of craftsmen from the Brianza area has fascinated me from a young age. Over time, this craftsmanship has evolved and developed into industrial production. I wanted to invite the architects to rediscover and exploit the unique skills of our master craftsmen. To create products, using the most sophisticated equipment and the finest materials, designed for ambitious and refined people looking for products in which differentiation and uniqueness prevail.

Laura Meroni

Freedom sideboard Limited edition Intarsia Collection – Laurameroni with Romeo Gigli [click image for viewer]

The Laurameroni Design Collection

The Laurameroni Design Collection is the realization of this dream. Laura Meroni successfully launched her new brand at Milan’s Salone Internazionale del Mobile in April of 2000. Every year thereafter brought new collaborations with an international roster of designers and the Laurameroni Design Collection grew in stature.

The severe global economic recession of 2008-2010 was the biggest challenge to her enterprise thus far. Laura Meroni brought in business leader and investor Massimo Maggione to navigate these treacherous conditions. The Laurameroni Design Collection is now one of the companies driving the resurgence of interest in mid-century, post modern and contemporary Italian furniture design.

The Laurameroni Intarsia Collection

Laura Meroni’s ambition was to bridge the ancient high-touch craft traditions of her native Brianza with the contemporary international high-style culture of Milan. Bruno Longoni is one of the master craftsmen in Laurameroni’s regional network. His atelier specializes in modern cabinetmaking combined with fine veneering and the ancient inlay technique of Tarsia Certosina (a.k.a. Intarsia). Bruno Longoni had initiated a remarkable series of collaborations with outstanding modernist and post modernist architects, designers and artists working in the vicinity of Milan. As I explained in my recent post Aoi Huber Kono’s Magical Intarsia Design, the Intarsia collection “is an extraordinary collaboration that brings together an upscale contemporary furniture brand, a traditional master craftsman and his atelier, and an international group of avant-garde artists, designers and architects”. Laura Meroni recognized that, with some curating and a serious production commitment – to produce twelve editions of thirty-three pieces each – the Intarsia project would make a bold statement for the values of the Laurameroni Design Collection marque. [Because of it’s complexity, I’ll have to tell the Intarsia collection’s story via a series of linked posts.]

Meanwhile, you can view images of the Intarsia collection sideboards below:

Laurameroni Design Collection’s showroom in Milan

Laurameroni Design Collection inaugurated it’s permanent showroom in Milan’s city center during the 47th Salone del Mobile. The video below shows a brief interview with Massimo Maggione and tour of the showroom in 2013. This year – April 14th to 19th, 2015 – will be the Salone del Mobile’s 54th edition. See the links section below to visit the Laurameroni Design Collection website and find out about their current “Lounge Living Project” collaboration with Bartoli Design.