During Milan Design Week, NO-EM made its debut at Masterly at the Palazzo dei Giureconsulti, right on the Piazza dei Mercanti. A 16th-century building, long corridors, soaring ceilings – easily one of Milan’s most beautiful locations. And there, between all that classic marble, the Infinity did its thing.
Masterly drew a layered crowd this year. Curious tourists walked alongside designers and architects alongside people who simply love beautiful things. And the reactions to the Infinity? Nothing but love.
The new ByBorre fabrics caught attention immediately: thicker, tactile and richer in colour. The spontaneous upgrade that wasn’t strictly necessary turned out to be a brilliant move.
What stood out: visitors didn’t immediately recognise the Infinity as an office chair. Patrick explains: “People weren’t sure what they were looking at. Not a classic desk chair, but not a meeting chair either. Which is exactly the point. The Infinity is both. Designer Robert Bronwasser created the Infinity with those two extremes deliberately in mind. The new ByBorre fabrics only made that feeling stronger.”
Once people sat into the chair, we told them the story behind NO-EM. Patrick: “I told visitors they were sitting in the last chair they’d ever need. For most of them, that’s a story they never heard before. We showed how easily the chair changes into a completely different look or function – and how simple it is to replace parts yourself. The fact that everyone responded so positively to that genuinely moves me.”
Another big topic: circularity. We’d noticed it before, but Masterly confirmed it again: a lot of people are tired of the term recycling. A lot of companies promise the world, but it often turns out to be greenwashing. Patrick: “Many people we speak to are sceptical when we talk about the Infinity’s circularity. It’s only when we actually show how every partner in the chain benefits from it, that people believe you’re not just another company with a big story and empty promises.”
The Infinity wasn’t the only eyecatcher at Masterly, of course. We had great conversations with the brands around us – all bringing fantastically beautiful and inspiring ideas. A small selection:
Rituals x Jee-O x The Mosaic Factory created a shared design oasis. Three brands, one space, one feeling.
Bert Plantagie introduced a new furniture line together with architecture firm Mecanoo under the Plantagie Group. A collaboration between craftsmanship and architectural vision, and a genuinely unique one.
Mordillo stood right next to us. The style of the (now late) Argentine cartoonist, known for his big round noses, has been brought back to life by his daughter. She presented seating that looks like rocks covered in comic-strip illustrations.
The Hout en Meubileringscollege (HMC) showcased stunning wooden projects by students. It’s something else to see young people already creating work like this.
Safe to say: our debut at Masterly was a success. Patrick puts it well: “NO-EM hasn’t been around that long, and the fact that we’re already standing among these enormous names at Masterly makes me incredibly proud. Seeing people spontaneously fall in love with the Infinity’s design, and watching the story we believe in so deeply become the deciding factor in a purchase; that’s everything.”
It’s further confirmation that the market is ready for a player that does things differently. That delivers on its promises, honestly. And as Patrick likes to say: “the Infinity is like the perfect partner. A stunning appearance with genuine character and a heart of gold. That combination? Rare.”
Want to design your own unique Infinity? Check out our configurator of add the Infinity to your pCon.
Want to see the models? Check our pricing page.
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