Rooted in Harmony

Get comfortable,
here we come.

Rooted in Harmony. Where design meets culture, and every space tells a story.

Pasquale Jr. Natuzzi and Andrea Steidl on a tour of China for an in-depth dialogue with the local culture, engaging the design community exploring the many dimensions of “harmony” in contemporary living and introducing the highly anticipated Amama Collection.

The tour covered Shanghai, Xi’an, Guangzhou, Wuxi, Chongqing, and Changzhou. Guided by the overarching theme Rooted in Harmony, the initiative pays tribute to the brand’s 66 years of rich heritage in Puglia while projecting a forward-looking vision for the future of home and living.

The Amama project marks another chapter in the collaboration between Natuzzi Italia and renowned Italian designer Andrea Steidl. Following the successful launch of the Mirai sofa in 2024—which garnered multiple honors including the European Product Design Award, the Good Design Award, the China Best of the Year Design Award, the Archiproducts Design Award, as well as the 2025 Red Dot Design Award and Muse Design Award—Amama continues this trajectory of excellence, having itself won Gold at the Muse Design Awards and received the Archiproducts Design Award. This new partnership reflects an even deeper synergy and long-term vision between the two parties.

discover Amama Project

Shanghai. Multicultural Synergy.

Weaving the Harmony of Future Living

Rooted in a city shaped by multicultural currents and future-forward experimentation, harmony emerges at the intersection of global perspectives and local sensibilities.
The Amama project, with its double-sided design, responds to the coexistence of efficiency and emotional expression.
Through multiple layers of interaction, it weaves an open yet ordered system in which harmony flows and evolves continuously.

Xi’an. Historical Texture.

Constructing the Order of Contemporary Living

Rooted in the deep cultural sediment of a thousand-year-old capital, Amama draws inspiration from the city’s inherent sense of order. Here, modern comfort grows effortlessly from historical layers, creating harmonious moments that bridge past and present with cultural depth and confidence.

Chongqing. Design Symbiosis.

Co-Creating a New Nature-Integrated Living Experience

Rooted in the city’s three-dimensional terrain and symbiotic landscapes, Amama embraces the creative interplay between design and nature. Its modular system grows like flexible root structures, responding intuitively to the “sky garden” aspirations of Chongqing’s vertical urban fabric, fostering a new model of design-nature co-creation.

Guangzhou. Italian Elegance.

Encountering Lingnan Living Philosophy

Italian design philosophy meets Lingnan’s unique lifestyle aesthetic in a setting grounded in pragmatic and open-minded commercial culture. Harmony unfolds through the gentle dialogue between Eastern and Western ways of living. Amama infuses everyday life with the sunshine and craftsmanship of Puglia, offering a fresh interpretation of openness, practicality, and warmth.

Wuxi. Natural Poetics.

Weaving the Blueprint for Future Livability

Rooted in the classical ideal of harmony between humanity and nature found along the Taihu Lake, Amama reflects a craftsman’s humble tribute to natural beauty. It brings the graceful spirit of Jiangnan landscapes into interior spaces, merging humanistic sentiment with ecological aesthetics to sketch a forward-looking vision of livable environments.

Changzhou. Eastern Aesthetics.

Deconstructing and Re-Shaping Modern Living

Rooted in Jiangnan’s pursuit of poetic ambience and spiritual resonance, Amama offers a contemporary interpretation of Eastern aesthetics. Its design deconstructs traditional typologies and touches the tranquil essence of space, reshaping a sanctuary that embodies Eastern philosophical depth while aligning with the rhythms of modern life.

Come visit us at a Natuzzi Italia showroom and explore the full Amama collection.

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