On July 28, the Italian Chamber of Commerce in China (CCIC) attended and supported the organization of the grand opening event of the Natuzzi Italia (CCIC Member) Easyhome Beijing flagship store.
Representing CCIC were: Gianni Di Giovanni, Chairman, and Carlotta Sava, Board Member.
Harmony: A New Language for Contemporary Living
Natuzzi Italia Opens a New Store at Easyhome Beijing North Fourth Ring Road
From Space to Experience: Harmony as a Way of Living
Contemporary luxury is moving beyond visible symbols towards a quality that is far more difficult to replicate: the ability to create enduring harmony within a space. This calls for design that does more than shape form. It must bring proportion, materials, craftsmanship, comfort and use into a coherent whole—allowing aesthetics and function to respond equally to the body, emotions and human connection. A home of lasting value is therefore not defined by a passing style, but by the sense of completeness, ease and timelessness it brings to everyday life.
On 28 July, Natuzzi Italia opened its new store at Easyhome Beijing North Fourth Ring Road. Rooted in the Mediterranean culture of Puglia, Italy, the space introduces a new chapter shaped by the idea of harmony. Here, harmony is not a visual theme applied to a collection; it is a guiding value that runs through design, style, research and development, craftsmanship and, ultimately, the way each space is experienced.
From this perspective, whether residential or hospitality, an interior is more than a setting for objects. It becomes a complete experience in which beauty, comfort and function are held in balance. The relationship between colour and material, furniture and the human scale, social exchange and private retreat gives form to a distinctly contemporary expression of Mediterranean living. The new Beijing store brings this vision into a local context.
The opening brought together representatives from the worlds of diplomacy, business, design and the arts. Guests included Massimo Ambrosetti, Ambassador of Italy to China; Gianni Di Giovanni, Chairman of the Italian Chamber of Commerce in China; Wang Ning, Chairman and CEO of Easyhome Group; Wang Peng, Vice President of Easyhome Group and Head of its Operations Management Centre; Su Hongmei, General Manager of Easyhome Beijing and the North Fourth Ring Road Store; Pasquale Junior Natuzzi, Chief Commercial Officer of Natuzzi Group; Wang Yong, General Manager of Natuzzi China; and internationally acclaimed pianist and United Nations Messenger of Peace Lang Lang. Under the theme “Harmony Creators: Composing a New Chapter of Harmony”, they considered how Italian and Chinese perspectives can meet through design, culture and evolving ideas of home.
Ambassador Massimo Ambrosetti described the opening as both a meaningful step in Natuzzi Italia’s continued development in China and an opportunity to deepen exchange between Italy and China in design culture and ways of living. He expressed the hope that the brand would continue to bring Italian design, manufacturing heritage and contemporary thinking to China, while working with local partners to create living experiences of enduring value. Reflecting on the relationship between Natuzzi and Easyhome, Gianni Di Giovanni noted that the partnership extends beyond business. It brings together Natuzzi Italia’s design, manufacturing expertise and brand heritage with Easyhome’s local market insight, retail network and channel capabilities—creating a stronger connection between an international brand and Chinese consumers.
Wang Ning said the new store represents a deeper integration of the two companies’ complementary strengths. Looking ahead, Easyhome’s nationwide retail network, integrated online and offline operations and designer ecosystem will be combined with Natuzzi’s Italian design, manufacturing expertise and whole-space capabilities to meet increasingly sophisticated expectations around quality, aesthetics and the experience of living. Pasquale Junior Natuzzi added that Natuzzi looks forward to connecting Italian design and the culture of Puglia with China’s evolving culture of innovation, working with its partners to explore more relevant ways of living today. Lang Lang, a long-time admirer of the brand, offered an artistic perspective: harmony in music does not mean that every voice becomes the same, but that listening and response allow distinct voices to form a more moving whole. As he has come to know Natuzzi Italia more deeply, he has recognised a shared belief in Harmony—the use of creativity to build connection and bring beauty and hope into life.
When Harmony Becomes a Shared Language
The meaning of a space is ultimately completed by the people who inhabit it. Under the theme “Harmony as a New Language: Exploring Co-creation for the Future of Living”, Lang Lang; JHDESIGN designer Xue Li; Wang Ning, Chairman and CEO of Easyhome Group; and Pasquale Junior Natuzzi, Chief Commercial Officer of Natuzzi Group, joined a conversation spanning music, design, business and brand practice. At its centre was a shared question: how can creators in different fields listen to people, understand place and establish balance without erasing difference?
The discussion moved from self-directed consumption and the changes brought by AI to the craftsmanship and cultural continuity embodied by Italian design, as well as the innovation and long-term thinking needed by a younger generation. Together, these perspectives suggested that harmony is not the removal of difference, but the creation of an order in which different values can coexist.
Asked why Italian design continues to resonate around the world, each guest approached the question from a different angle. Lang Lang reflected on Italy’s extraordinary cultural legacy and its influence on global art and design, noting that its greatest appeal lies in combining artistic ambition with a human warmth that speaks naturally to everyday life. Xue Li pointed to the continuity of family-led Italian companies, where a passion for living and a commitment to quality allow design to become part of daily experience. Wang Ning highlighted the intergenerational craftsmanship and sustained devotion to quality, design and ways of living that have enabled Italian brands to remain influential in the global high-end design landscape. Pasquale Junior Natuzzi concluded that, for Natuzzi Italia, Harmony is more than a brand idea: it is a shared language connecting design, culture and life—and a starting point from which Italy and China can imagine the future of living together.
The exchange revealed a natural dialogue between design, art and business, while giving further meaning to Natuzzi Italia’s idea of Harmony: connecting cultures through design and emotions through lived experience, then using that relationship to open new possibilities for the future of home.
Co-creation Is Not a Collage of Styles, but a Shared Understanding of Life
This cross-disciplinary conversation also reflected Natuzzi Italia’s evolving approach to co-creation. Since 2020, The Circle of Harmony has brought artists, architects and designers into a creative community that exists across both physical and digital dimensions. Grounded in the brand’s heritage and the culture of Puglia, each collaborator contributes a distinct language to the stylistic evolution of Natuzzi Italia. Co-creation, in this sense, is not the placement of names beside a product. It is a long-term exchange between design judgement, manufacturing capability and an understanding of how people live.
Amama: Making the Living Room a Centre of Connection Again
Presented in the new store, the Amama Project continues Natuzzi Italia’s collaboration with Italian designer Andrea Steidl. Built around a double-sided island sofa, Amama reimagines the living room as the hub of contemporary domestic life: a place for everyday exchange with family, yet equally open to more fluid ways of gathering and socialising. Fully upholstered modules can stand independently without fixed connections and combine freely with accessories including an integrated rear console. Its layered cushioning balances support, enveloping comfort and durability.
Rather than answering a single floor plan, Amama responds to the changing realities of contemporary life, where work, conversation, rest and togetherness often unfold within the same space. The value of design is not to prescribe how life should be lived, but to leave room for different spaces, rhythms and relationships.
Mindful: Extending Comfort from the Body to Inner Wellbeing
Designed by the Natuzzi Design Center, Mindful is a defining expression of Natuzzi Italia’s Comfortness philosophy and was selected for the ADI Design Index 2025. Its idea of comfort moves beyond softness or support alone, towards a deeper equilibrium between physical sensation and inner state.
Mindful brings together four functions—Zero Gravity, Micromobility, Triple Motion and 365—allowing the footrest, headrest and lumbar support to be adjusted independently, while subtle movement and a zero-gravity position respond to different needs of the body. Technology never dominates the design; it is quietly integrated into a clean, enveloping form.
From proportion and material tactility to the way it moves with the user, aesthetics and function come together in a highly personal experience of comfort.
“In China, the way people assess high-end furniture is moving beyond the visual impact of an individual piece towards a more complete consideration of space and long-term use,” said Wang Yong, General Manager of Natuzzi China. “Consumers value the distinctive character of Italian design, but they also expect furniture to respond to changing family structures, spatial proportions and ways of living. Amama’s double-sided modular system is designed for an open, multifunctional living room, while Mindful translates design into physical wellbeing through adjustable support and a range of comfort functions. Together, these two projects express a central strength of Natuzzi Italia: bringing design, materials, craftsmanship and comfort into a clear aesthetic language that genuinely serves everyday life.”
The Future of Harmony: Inviting More Creators into the Conversation
The new Beijing store is more than an evolution of the retail space. It brings Natuzzi Italia’s thinking on harmonious living into a tangible local setting. Here, designers, musicians, business partners and the people who use the space can meet, allowing Harmony to move beyond an aesthetic expression and become a way of understanding difference, building connection and shaping life together.
Looking ahead, Natuzzi Italia will continue to connect creators across disciplines through co-creation, bringing the warmth, craftsmanship and wisdom of living rooted in Puglia into dialogue with the new needs of contemporary Chinese homes. There will never be a single answer to the future of living. Enduring harmony emerges when every participant is able to bring a distinct voice to it.
