A cancelled design fair calendar and an eager salesman with a truckful of furniture: the story behind an epic North American road trip that saw new and historical Zanotta designs photographed against some of the continent’s most dramatic views
The ‘Sacco’ chair for Zanotta, designed in 1968 by Piero Gatti, Cesare Paolini and Franco Teodoro, is one of a series of furniture pieces that travelled across the States with the brand’s US business director, Francesco Secchiaroli. En route, Secchiaroli photographed each piece of furniture alongside iconic views from North America
When furniture fairs – and with them, the opportunity to meet clients and dealers – were cancelled in 2020 due to the global pandemic, Zanotta US business director Francesco Secchiaroli took matters into his own hands, and gave new meaning to remote working. Eschewing typical digital meetings, he masked up and found a safe way to travel North America and take the company’s new collections, as well as a few iconic pieces from the catalogue, to those who needed to see them.
Along the way, Secchiaroli was taken by breathtaking views, so decided to photograph the furniture alongside these striking backdrops. The result is a charming portfolio that mixes greatThe ‘Albero’ planter, designed in 1983 by Achille Castigllioni, photogaphed by Francesco Secchiaroli in Monument Valley
Locations visited on this epic design journey include the Grand Canyon, Monument Valley, Las Vegas, and Joshua Tree National Park. Secchiaroli photographed the 1960s ‘Sacco’ chair, Achille Castiglioni’s ‘Albero’ plant holder, as well aspieces, all gaining a new narrative layer as they made themselves at home in dramatic surroundings.
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