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Edra | Likewise the story of many other Italian companies Edra's is the story of a family. It is also the story of an understanding and of an intellectual and effective connivance between the owner, Valerio Mazzei - who currently runs the company with his sister Monica - and art director Massimo Morozzi. The latter is a well-known architect and designer, an exponent of the radical avant-garde in the second half of the sixties (co-founder in 1966 of the Florentine group Archizoom). Edra comes out in 1987 with the collection "I nuovissimi", consisting of pieces of furniture designed by young designers at their first attempts with mass production. This unconventional debut - made in Milan at the Marconi Gallery - aims at giving the precise image of a company that intends to explore creative potentials at an international level. Since then, Edra faces a rapid growth with strong increments, always following a very personal design-oriented course. Over the years, its flair for talent-scouting allows Edra to gather around its project some of the most interesting personalities of the new design, such like Francesco Binfarè, the Brazilians Fernando and Humberto Campana, the Japanese Masanori Umeda, Alessandro Mendini, the Welsh Ross Lovegrove, Peter Traag, and of architecture, such as Zaha Hadid. Thanks to its flexible structure, Edra makes expert use of the skills which are present in the area and succeeds in developing innovatory products, revolutionizing in some instances the traditional production of padded furniture.
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