Francesco Farina, CEO of B&B Italia USA, shares the brand’s latest, from a new outdoor collection to expansions in the North American market.
The weather-resistant Bambola outdoor armchair is part of the iconic Le Bambole collection originally designed by Mario Bellini in 1972
How would you describe the brand’s design ethos? We often say, ‘To be or not to be B&B Italia.’ We have a strong brand DNA and very clear values that include our four pillars: innovative, visionary, contemporary and bold. We strive to understand our customers’ needs before they know them.
inspired by a 1975 project by Mario Bellini, the Softcage outdoor collection showcases a handcrafted rattan structure.
Tell us about B&B Italia’s strategic North American expansion. We are in an expansion phase, and B&B Italia has invested in an important way. We fully renovated our 58th St. store [in New York City], which has existed for 25 years, to create an identity that matches our brand DNA. We expanded in Washington, D.C., in October, when we opened a 14,000-square-foot space on three floors. In Boston, we opened a new store in 2023. In Miami, we tripled the size of the space. So mostly, we expanded in terms of our existing presence in the market, and we created spaces where we can best serve our clients.
B&B Italia Softcage outdoor armchair
What makes the U.S. market such a good fit for the brand? For years, the U.S. market was more focused on transitional or traditional products. But increasingly, there is much more attention to the contemporary style. B&B Italia is a contemporary company, so the U.S. is a great space for us.
“Beyond just furniture, we offer full, high-quality design services that improve the entirety of the client’s environment.”–FRANCESCO FARINA
What materials is the brand championing in this new outdoor collection? We are launching Le Bambole Outdoor by Mario Bellini. It’s an iconic product design from 1972, and now we are expanding it to outdoor usage. It really represents the company’s philosophy: sustainable, comfortable products crafted with innovative materials that make them water resistant. We are also launching Softcage by Mario Bellini, which re-imagines the 1975 collection with a rattan structure rather than the steel originally designed by Bellini.
Tell us about the brand’s contract offerings in the U.S. What do you think makes those products stand out? We strive to be integrated throughout our customers’ lives. We want to beautify the lives of our clients, so beyond the home, B&B Italia is in the hotels our clients visit and the restaurants they frequent, so their whole lives have been improved by our design. Based on that, B&B Italia partners with prevalent brands in many different sectors, such as the Gucci flagship showrooms in Milan, Paris, Tokyo and New York, and the Valentino New York showrooms on both Fifth Avenue and in Soho. We can provide a variety of solutions for our contract clients, varying from structural solutions like cabinets and systems to common area furnishings and fully turnkey units, like those at the Waldorf Astoria Residences New York. So beyond just furniture, we offer full, high-quality design services that improve the entirety of the client’s environment.
the Softcage collection’s multitude of configurations makes it fitting for a variety of outdoor spaces.
Photography by: PHOTO BY TOMMASO SARTORI; PRODUCT PHOTOS BY TOMMASO SARTORI
