{"id":20568,"date":"2016-10-11T07:30:07","date_gmt":"2016-10-11T05:30:07","guid":{"rendered":"https:\/\/gucki.it\/en\/2016\/10\/11\/intervista-paola-navone-nel-nuovo-showroom-di-gervasoni\/"},"modified":"2016-10-16T21:27:07","modified_gmt":"2016-10-16T19:27:07","slug":"my-interview-with-paola-navone-and-the-new-gervasonis-showroom-in-milan","status":"publish","type":"post","link":"https:\/\/gucki.it\/en\/art-design-en\/my-interview-with-paola-navone-and-the-new-gervasonis-showroom-in-milan\/","title":{"rendered":"My interview with Paola Navone and the new Gervasoni’s showroom in Milan"},"content":{"rendered":"

The historic Gervasoni showroom in via Durini 7, Milan<\/strong> has been completely renovated: the walls were literally “dug” recovering more than 55 cm for each wall. The\u00a0bricks are now\u00a0covered with white lime. The renovation\u00a0was designed by Paola Navone, Gervasoni creative director since 1998.<\/strong><\/p>\n

The showroom fullfills now perfectly its task, hosting and showing the furniture. During the year the space will host different\u00a0sets up<\/strong>, at the moment\u00a0there are shades of pink and blue with gold touches but soon Christmas will be here\u00a0with a special exhibition.<\/p>\n

\"gervasoni-via-durini-2\" \"gervasoni-via-durini-7\"<\/p>\n

 <\/p>\n

What I really liked are these large mirror surfaces that simulate industrial glazing walls,<\/strong> now so trendy. This is a very good idea for interior d\u00e9cor: it enlarges optically the room and it’s super decorative too!<\/p>\n

\"gervasoni-via-durini-3\" \"gervasoni-via-durini-4\" \"gervasoni-via-durini-5\"Thanks to CasaFacile magazine and to Giusi Silighini, its awesome\u00a0editor in chief,\u00a0I had the opportunity to meet and interview Paola Navone<\/strong>, architect, designer, art director, interior decorator, traveller, curator… a very energetic woman that has\u00a0been named\u00a0\u00a0“anthropologist of creativity”<\/strong>.<\/p>\n

“Everything starts with\u00a0a journey\u00a0that is a total experience, where I collect\u00a0images in\u00a0my head. It’s\u00a0from there, suddenly, I pull out something”<\/p><\/blockquote>\n

Paola Navone is a great\u00a0discoverer of cultures, from Africa to Asia, but with “journey”<\/strong> she means a state of mind<\/strong>. Even going to\u00a0the supermarket can be a stimulating journey where you can make fascinating discoveries!<\/p>\n

\"gervasoni-via-durini-10\" \"gervasoni-via-durini-11\"<\/p>\n

 <\/p>\n

 <\/p>\n

Q. How did the idea of this intervention at Gervasoni showroom\u00a0came into your mind?<\/strong><\/em>
\nA. The\u00a0showroom had to be redone. We started to strip the walls up to the brick and then I realized what\u00a0we had to do. The space was perfectly suited to the collections<\/strong>. The furnishings would suit\u00a0perfectly in here. Very simple! It has also allowed us to gain\u00a0a lot of space!<\/em><\/p>\n

Q. When you work for large companies, how do you combine creative ideas with the industrialization of the product?<\/strong><\/em>
\nA. This changes from time to time depending on who you are working with. Working with Gervasoni is always a nice challenge, I propose my ideas, my “creative challenges” and they are always happy, talented and available to accept them prove themselves\u00a0up to realize\u00a0the product. It is very important for design and production that the\u00a0company has a good attitude experimenting and working with new materials.<\/em><\/p>\n

During the interview a voice-over by the Gervasoni family exclaimed: “Paola is extraordinary: she has an incredible creativity but also the ability to combine it in a concrete way.” This “intrusion” says a lot about\u00a0Paola Navone!<\/em><\/p>\n

Q. How do you proceed\u00a0when you design a space?<\/strong><\/em>
\nA. Every time is different. It is important respect the needs of the client. Here, for example, my job was to give a home to these collections. We will create new set-up according to seasons. Each time there will be a theme.<\/em><\/p>\n

Q. How do you preserve the identity of a company while you draw a new collection?<\/strong><\/em>
\nA. Speaking of Gervasoni, since we started working together, we have built a corporate identity designing contemporary collections. The base line recalls simplicity and easily\u00a0convertible\u00a0furniture. With a simple gesture you can change the “dress” changing\u00a0the whole object and obtaining\u00a0different set up. I always encourage Gervasoni to keep few weaving products\u00a0in each collection, a kind of connection to their origin [n.d.r. Gervasoni was born in 1882 as a small workshop for the wicker weave].<\/em><\/p>\n

Q. I have read that you\u00a0love when\u00a0people personalize\u00a0your\u00a0objects. Do you enjoy\u00a0to see how everyone\u00a0change them?<\/strong><\/em>
\nA. Yes, I always try to encourage everyone to do it\u00a0even though it is actually not easy to find people who want to do it. It’s like\u00a0that an object is detected\u00a0as complete, when they\u00a0purchase it they are almost\u00a0terrified to change it. But the “decorative” action is a great power: I could decorate simple cushions\u00a0with embroidery and they could\u00a0change the entire\u00a0space!<\/em><\/p>\n

\"paola-navone-gervasoni\"
Me and Paola Navone.\u00a0Photo by\u00a0Giusi Silighini <3<\/figcaption><\/figure>\n

Did you\u00a0like our little interview? Now do you want to embroider cushions and to create new sets in the house? If so the Paola Navone’s creativity has convinced you!<\/em><\/p>\n

 <\/p>\n

Enjoy!<\/em><\/p>\n

Photo Gervasoni<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The historic Gervasoni showroom in via Durini 7, Milan has been completely renovated: the walls were literally “dug” recovering more than 55 cm for each wall. The\u00a0bricks are now\u00a0covered with white lime. The renovation\u00a0was designed by Paola Navone, Gervasoni creative director since 1998. The showroom fullfills now perfectly its task, hosting and showing the furniture. During the year the space will host different\u00a0sets up, at the moment\u00a0there are shades of pink and blue with gold touches but soon Christmas will […]<\/p>\n","protected":false},"author":2,"featured_media":20569,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[23,606],"tags":[640,641,618,642,643,644],"class_list":["post-20568","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-art-design-en","category-design-designers-en","tag-architecture-en","tag-architettura-en","tag-design-en","tag-designer-en","tag-interview-en","tag-intervista-en"],"yoast_head":"\nMy interview with Paola Navone and the new Gervasoni's showroom in Milan<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gucki.it\/en\/art-design-en\/my-interview-with-paola-navone-and-the-new-gervasonis-showroom-in-milan\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"My interview with Paola Navone and the new Gervasoni's showroom in Milan\" \/>\n<meta name=\"twitter:description\" content=\"The historic Gervasoni showroom in via Durini 7, Milan has been completely renovated: the walls were literally “dug” recovering more than 55 cm for each wall. 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curiosa, vorrei imparare una cosa nuova ogni giorno, mi interessa quasi tutto e vorrei conoscere tutto! Sono una navigatrice del web compulsiva. Sono laureata in storia dell\u2019arte e ho un master in Interior Design. Il design \u00e8 una mia grande passione. Ho sempre mille progetti e sono un\u2019entusiasta! Ferma non riesco a stare!","url":"https:\/\/gucki.it\/en\/author\/gucki\/"}]}},"jetpack_featured_media_url":"https:\/\/gucki.it\/wp-content\/uploads\/2016\/10\/GERVASONI-VIA-DURINI-3.jpg","jetpack_shortlink":"https:\/\/wp.me\/pfVHXy-5lK","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/gucki.it\/en\/wp-json\/wp\/v2\/posts\/20568","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gucki.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gucki.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gucki.it\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/gucki.it\/en\/wp-json\/wp\/v2\/comments?post=20568"}],"version-history":[{"count":2,"href":"https:\/\/gucki.it\/en\/wp-json\/wp\/v2\/posts\/20568\/revisions"}],"predecessor-version":[{"id":23213,"href":"https:\/\/gucki.it\/en\/wp-json\/wp\/v2\/posts\/20568\/revisions\/23213"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gucki.it\/en\/wp-json\/wp\/v2\/media\/20569"}],"wp:attachment":[{"href":"https:\/\/gucki.it\/en\/wp-json\/wp\/v2\/media?parent=20568"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gucki.it\/en\/wp-json\/wp\/v2\/categories?post=20568"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gucki.it\/en\/wp-json\/wp\/v2\/tags?post=20568"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}