Pasquale Natuzzi reveals first residential project, Natuzzi Harmony Residences

Pasquale Natuzzi, Founder and Chairman of Natuzzi Group, Italy’s largest furniture Maison, and one of the world's most iconic and renowned Italian entrepreneurs with the greatest global reach in the upholstery and design sectors. Speaking to 'Aviamost' Pasquale shed light on the latest reveal of the first residential project Natuzzi Harmony Residences in collaboration with Peace Homes Development. It symbolizes the meeting of Arab culture with Apulian influences and reflects Natuzzi’s philosophy of quiet luxury, where every detail is designed to create a sense of harmony and balance. 

It is located on Dubai Islands and spans over 10,000 square metres, featuring nine floors and 50 luxury apartments. The design draws inspiration from Mediterranean aesthetics, with organic architecture, flowing forms, natural light, creating a seamless connection with the surrounding landscape. It’s a truly mesmerising place where harmony and "quiet elegance" flow through every living space and every architectural and design element stimulates an experience of harmony through curves that shape, create, and envelop. The project also includes high-end amenities such as swimming pools, a wellness centre, and a cinema room, offering a complete lifestyle experience.

Congratulations on the launch of the first residential project, Natuzzi Harmony Residence! How an idea to make a bold step into the real estate world for Natuzzi transmitted into reality?

Thank you! Natuzzi Harmony Residences, represents a milestone achievement for us, a dream come true. After 65 years of creating and manufacturing furniture, I consider the brand as religion. I should admit that I am writing the Bible, Natuzzi Bible, where I describe the DNA of the brand and what is the harmony definition of Natuzzi. For me the store is the church where you can practice the religion, but home is the heaven of the brand. I am regually visiting different stores around the world, recently I've been in New York, Chicago, Miami, but I can’t be everywhere at the same time. We have 670 stores worldwide which need to be well organized. That’s why I am writing a clear quideline, codifying what's harmony for Natuzzi. We have 120 people working in our creative department who need to know the company’s canons, based on 65 years of passion working with people.

I can’t be everywhere at the same time, therefore I am writing the quideline of how we should offer to a consumer a Natuzzi experience, an Apulian experience. There’s 65 years of passion working with people! 

From where did you take this passion and inspiration?

Inspiration can be found anywhere, if you are prepared to look and be open to it. Everything has a story. I think that every day set the simple goal of trying to be more attentive and less distracted.

Why did you decide to collaborate with UAE-based company Peace Homes Developments?

Their projects pushing boundaries and embracing a future of positive transformation and growth. I truly admire their vision. Our partnership is also very meaningful to us: living together in Peace and Harmony – the sustainable path to long-term well-being.

How Natuzzi Harmony Residence symbolizes the meeting of Arab culture with Mediterranean, Apulian influences?

Honestly, I don't see a big difference because Dubai is also Mediterranean, however I agree that the project symbolizes the fusion of Arab culture with Apulian influences through a design that unites hospitality and contemporary style. Natuzzi Harmony Residences aims to offer residents a living experience where the tranquillity of the island merges with the vibrant energy of Dubai, creating a perfect balance. In this way, the project redefines the concept of luxury, transforming it into a sensory experience that goes beyond mere comfort to embrace a new idea of well-being. I believe that 'Home is where your heart is'.

The core idea of Natuzzi is ‘quiet elegance', 'quite luxury'. How do you define it?

True, I don't like exaggeration. I like simplicity. To be simply elegant, to create home that have enough space for inspirations, dreams and memories.

How will Natuzzi Harmony Residence impact the luxury real estate market in Dubai?

Natuzzi has been operating in the UAE for over 50 years, building a strong relationship with the region's design community and becoming synonymous with Italian elegance and craftsmanship. With Natuzzi Harmony Residences, the brand takes its legacy a step further by extending its expertise from furniture design to the creation of a fully immersive living experience.

You mentioned that the residences are highly customizable. Why is it important to adjust a living space to the preferences and tastes of end-users?

Yes, the residences are customizable in both spaces and furnishings, are designed with bespoke products and relaxation areas to create a personal sanctuary. We have a different SKU (“stock keeping unit,”). In other words, 10, 12, 15 different elements available in leather and in fabric, and you can design, configurate each project for each customer. Either you prefer light blue colour, grey or brown. We also have a consulting system that that helps you to decorate your home.

How the Russian market is important for you?

Certainly, it's a very important market. I've visited Russia many times and I found a lot of similarities with Russians. They love home, decorations, and it's the country we really would like to do business with.

Thank you for the conversation and we wish you inspiration and strength to implement your projects!