Should you open TRUE Design’s website at this very moment, the landing page would promptly display an encoded message: ‘Extraordinary. Everyday.’ These two words, quite literally, hold the key to their realm of quirky comfort meets functional furniture.
According to Lorenzo Maniero, CEO and Sales Manager, the words were carefully chosen to encapsulate the brand philosophy that true luxury is not reserved for rare moments but can be woven seamlessly into everyday life. “Extraordinary could mean to be outside the ordinary. I see it as ‘be extraordinary every day’ or ‘make your day extraordinary’,” he explains.
Lorenzo Maniero, CEO and Sales Manager, poses against spectacular view of the Dubai skyline overlooking their showroom. Paolo Townshend, Director of TRUE Design – Middle East and Gaia Bittante join him in the frame.
Guiding the path as torchbearers of a legacy crafted by their parents, Lorenzo, Alessandro, and Francesco Maniero proudly stand at the helm of TRUE Design, a celebrated Italian furniture brand. After four decades, the company has emerged as a vanguard, reshaping commercial landscapes.
Could this remarkable feat be attributed to the blessings of a family business or the foresight of its leaders?
The TMA to TRUE Design Story
It all started in 1983. Donatella Brunello and Giuseppe Maniero established TMA, a furniture company named after the geographical acronym for three Italian towns particularly active in the office furniture industry. Initially, TMA focused on supplying furniture to various banks, offices, auditoriums, and theatres. However, anticipating a paradigm shift towards flexible furniture arrangements with integrated technology, TRUE Design was created.
Despite the crowded yet booming furniture market of the late 1900s, the company persevered, striking a balance between eye-catching statement pieces and versatility. Since their designs were suitable for multiple space typologies, they focused on high-quality soft seating with refined details, now synonymous with the TRUE Design brand.
“Extraordinary could mean to be outside the ordinary. I see it as ‘be extraordinary every day’ or ‘make your day extraordinary.”
– Lorenzo Maniero, CEO and Sales Manager, TRUE Design
With decades of experience and a collaborative community, their diverse product range includes chairs, tables, storage units, bookcases, partition panels, and accessories, exclusively manufactured in Italy. These products can stand alone or be combined to create stunning arrangements. Understanding the importance of cohesive and innovative furniture compositions, TRUE Design also provides customizable industrial products to meet specific requests.
Nomade, Lisa, and Oscar: The 2023 Collection
Having established a formidable presence in the commercial furniture segment, the brand now sets its sights on the residential and hospitality market, with three standout wood collections: Nomade, Lisa, and Oscar. Nomade, designed by Luciano Dell’Orefice, features low-height wooden stools, coffee tables, dining tables, and bar tables. This collection draws inspiration from Japanese culture, where simplicity and versatility reign supreme.
“The concept of the small stool is interesting because you can use it in multiple spaces. Its distinct design sets it apart from the market, reinforcing TRUE Design’s recognizable aesthetic,” clarifies Lorenzo.
Nomade Stool
“The concept of the small stool is interesting because you can use it in multiple spaces. Its distinct design sets it apart from the market, reinforcing TRUE Design’s recognizable aesthetic.”
– Lorenzo Maniero, CEO and Sales Manager, TRUE Design
Lisa, created by E-GGS, is a simple, geometric chair that intrigues with its elegant form. Available in various natural wood tones and colours, Lisa offers a range of options to suit different design preferences. On the other hand, Oscar by Parisotto+Formenton is a double-sided modular sofa system perfect for hospitality and contemporary living areas. The refined tone-on-tone stitching adds a touch of refinement to its overall design.
Paolo Townshend, Regional Director of the Middle East office, agrees, “What truly sets us apart is our attention to detail when it comes to colour and material finishes. I never thought that the fancier the furniture, the more luxurious it is. That is not how I would define luxury. One of the major selling points of TRUE Design is the fact that our designs are simple and sleek yet luxurious.”
TRUE Design is not defined by its products alone, but also by the collective passion shared by its home-grown community of employees, designers, and the supply and distribution network.
Lisa Chair
“What truly sets us apart is our attention to detail when it comes to colour and material finishes. I never thought that the fancier the furniture, the more luxurious it is. That is not how I would define luxury. One of the major selling points of TRUE Design is the fact that our designs are simple and sleek yet luxurious.”
– Paolo Townshend, Director of TRUE Design – Middle East
TRUE Design’s trade secret: Aldo Parisotto + The CMF Method
The year was 2014 when a widespread hunt began. Early success propelled the company to global expansion. “Nine years ago, we needed someone professional to look after our artistic direction. We started looking for interior designers instead of product designers because interior design is our main focus. And that’s how Parisotto happened,” reveals Lorenzo.
Aldo Parisotto is an architect and the co-founder of Parisotto + Formenton. His expertise perfectly aligns with the company’s primary focus, and this shared understanding has resulted in some of TRUE Design’s most successful collections (Millepiedi, Code, and Wing to name a few). “He has also created the spaces we use to display our products; numerous stands at international fairs, showrooms, and our headquarters at Padua. Moreover, he redirected our attention to CMF,” Lorenzo explains.
The CMF (Colours, Materials and Finishes) method identifies and develops a smart system that simplifies the creation of stimulating environments. This transformative power allows products to become more suitable for a specific environment or use, ultimately altering the perception of both the object and the space it occupies.
“Nine years ago, we needed someone professional to look after our artistic direction. We started looking for interior designers instead of product designers because interior design is our main focus. And that’s how Parisotto happened”
– Lorenzo Maniero, CEO and Sales Manager, TRUE Design
From left to right: Aldo Parisotto & Massimo Formenton of Parisotto + Formenton Archetti
Millepiedi, Wing and Code by Parisotto + Formenton for TRUE Design
Under the artistic guidance of Aldo Parisotto and in collaboration with colour designer Juliana Cortes, TRUE Design has established a permanent observatory dedicated to CMF. It proposes a different colour palette every year, based on iconographic research from various fields such as art, architecture, cinema, technology and cultural movements, as well as, politics and society. Every image collected is carefully analysed to identify themes, forms, and colour palettes that shape trends.
Despite this elaborate technology on trend prediction, TRUE Design firmly believes in creating designs that transcend fleeting trends. “The true essence of sustainability in design is to create long-lasting objects that need not be replaced every 5, 10 or even 20 years. Products with exceptional quality are designs you never tire of,” argues Lorenzo.
Expanding Horizons: TRUE Design’s UAE Expansion and more
When quizzed about TRUE Design’s proudest project, Paolo promptly talks about the Dubai Future Headquarters in the Jumeirah Emirates Towers. “We have furnished almost the entire working area there with the Wing Table collection, and other soft seating options for the public spaces and breakout areas,” he reveals.
He believes the company’s latest office in the Dubai Design District will serve as a hub for the A&D community. Elaborating on why Dubai, Paolo explains, “TRUE Design began its export sales through the Middle East. We started with Saudi Arabia and the UAE and then expanded to other GCC (Gulf Cooperation Council) countries. So it was a natural investment for the company to open up an office here.”
Wing Table Collection by Parisotto + Formenton for TRUE Design
What started as an idea within TMA quickly gained momentum and became the main focus of the family business. Today, TRUE Design has expanded beyond workspaces to cater to various sectors. From hospitality to public spaces, healthcare, education, and now residential furniture, TRUE Design continues to venture into diverse markets, constantly expanding its reach and impact.
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6 September, 2023
