Edra, a company with a unique history where products, recognizable all over the world, hide a great deal of research. Can you tell us your philosophy?
Our products are not made to be looked at: you have to try them, live them and love them. Today the house is the center of our life where everything happens in a single space and the furnishings must be more and more flexible: this reflects what we have always done. Our sofas, for example, offer many seating possibilities: they are made to relax but also to work or converse. They support the different positions we take during the day, without constraints: as faithful travel companions who support every moment of our daily life.
Innovation always starts from the heart of the project, or rather from its internal structure, which arises from deep research aimed at finding total comfort. An invitation to live freely the house that always comes from an idea, a story, which then takes shape as the project takes shape. To give an example, the Pack sofa was born from a reflection by Francesco Binfaré: it is a metaphor of the melting of the ice but also of the drift of society. In fact it represents a polar ice pack on which a bear rests: it contains the thaw, the loneliness but also the feeling of rebirth, the hope of a new season. The bear is soft and welcoming, almost a playmate. But it is also a symbol of strength and courage. It is not just a comfortable sofa: it is a world that is transmitted in a product, able to touch our emotional chords. Every detail has been designed to convey this: starting with the seat upholstery reminiscent of arctic ice and the bear / backrest covered in ecological fur. The feeling you get is that of sitting on a cloud.
