16 February 2015
Driade embarked on a new course in June 2013, with an injection of capital from ItalianCreationGroup, a holding company set up by Giovanni Perissinotto and Stefano Core. Over the years the Piacenza-based firm, founded in 1968 by Enrico and Antonia Astori and Adelaide Acerbi, has been a fertile proving ground for Italian masters of design like Enzo Mari and Alessandro Mendini, as well as designers of international standing like Philippe Starck, Óscar Tusquets, Tokujin Yoshioka, Borek Šípek, Ron Arad, Patricia Urquiola and Fabio Novembre. Its acquisition by ItalianCreationGroup was consolidated last year 2014 with the appointment of David Chipperfield as art director. The British architect has been entrusted with the coordination of all creative aspects, as well as the definition and development of the brand’s strategies. The first step in this phase has been the creation of the new Driade showroom at via Borgogna 8 in Milan: a structure, designed by David Chipperfield Architects, which covers about 500 square meters and is laid out on three levels, along with an outdoor area. A linear space filled with light in which iconic pieces are displayed alongside new ones, a choice that stems from the need to highlight the company’s proud tradition without losing sight of future objectives. The rigour and clean lines of the architecture represent the signature style of the new sales outlet, which is able to sum up the breadth and eclectic character of the Driade range, offering a 360-degree panorama of its indoor and outdoor products and accessories for the home.