FURLA: ENVISIONING THE NEXT GENERATION FURLA

FURLA
Project: ENVISIONING THE NEXT GENERATION FURLA
Project Leader: Luigi Mulas Debois
Master in Accessories Design a.y. 2020/2021

Industry Project in collaboration with FURLA_ Fabio Fusi, Creative Director, Valentina Abbà, Pr & Communication; Manola Antonelli, Senior Designer; Serena Maria Prati, Global Marketing & Licensing Director; Sara Ravenna, HR Business Partner; Denise Maffei, Digital & Social Media; Anna Fantelli, Fondazione Furla.

Founded in Bologna in 1927 by Aldo Furlanetto, the company looks forward to its ninetieth anniversary while keeping its roots alive. Always faithful to the values ​​of craftsmanship, beauty and refined design. Spokesperson in the world of a culture of quality, of a creativity that plays with colours and transmits positivity. Each Furla bag, shoe or accessory, each gender collection expresses an authentic and contemporary Italian lifestyle.

Industry Brief

The main purpose of this industry project was to build a capsule collection in which shape, colour and material interpret Furla’s future DNA in conceptual hybridization with the world of contemporary art and in respect of the environmental theme, considered indispensable for the consumers future.

Starting from the DNA of the brand, which is based on a contemporary lifestyle, this project asked for a leap of imagination with respect to what has already been produced to imagine, in compliance with the brand’s codes, a proposed capsule collection of bags and small leather goods which responds to 3 main guidelines:

• The definition of a collection aimed at a young audience, a fresh, contemporary and unexpected project;
• A strong link between the artistic soul of the Brand and the leather goods collection;
• An eco-sustainable approach.

The students had the opportunity to visit the production, the design studios as well as the brand archive.
Students then developed research that supports the definition of simple but not banal shapes, innovative in the proportions and in the choice and eventual manipulation of materials. The research was based on the definition of a project which, taking its starting point from contemporary art and industrial design, made it possible to express a high level of innovation. Their work was then presented in the Furla headquarters and the projects by Julia Assis Falcao, Joaquin Marco Oteros, Laura Pistorino and Silvia Stefanucci were selected to undertake a curricular internship within the company.

Congratulations students for this project and thanks to Fabio Fusi, Creative Director, Valentina Abbà, Pr & Communication; Manola Antonelli, Senior Designer; Serena Maria Prati, Global Marketing & Licensing Director; Sara Ravenna, HR Business Partner; Denise Maffei, Digital & Social Media; Anna Fantelli, Furla Foundation, for the time you dedicated them.