Lecture: Michele Serafini


On Tuesday, 20 June, at 7 pm in Oris House of Architecture, one of the leading figures of EDRA, Michele Serafini, will deliver a lecture titled Edra and the development of designed furniture from an idea to its implementation into modern interiors
After graduating in Modern Foreign Languages in Milano in 1994, Michele Serafini started out a career as Export Sales Manager in various furniture companies. Among them are the American Multinational Corporation Haworth Inc and German International Group Miele. Throughout his career, Serafini took part in product development of the companies he has worked for and has always given special attention to the real and practical design content and its commercial feasibility. When he finally joined Edra, in January 2012, he could eventually fulfil his dream of matching his managerial approach with the love for the unique and outstanding design brand. Michele was and still is one of the key people in research and development of Edra's new, but timeless products. 
About the lecture
Michele Serafini will present the creative and engineering aspects of product development. Serafini will present key points of development through a series of practical examples. Those points include initial inspiration, sketches, communication in between architects, designers and the production team in order to reach technical solutions for industrial production, selection of materials, prototype development and the final adoption of technical solutions. Second part of the lecture will deal with the issue of application of top quality products in modern interiors. Serafini will explain how top designed product defines the interior by explaining several different approaches: one in which a designed product serves as an accent in the interior and is a part of the architectural concept and, the second approach, in which a designed product is the foundation point for creating the whole interior (e.g. Musee d'Orsay in Paris).