During Dubai Design Week 2025, the region’s most important design festival in its eleventh edition, Natuzzi Italia presented its new Rooted in Harmony collection within an unprecedented immersive installation at Downtown Design, the flagship event of the festival which took place from November 5 to 9 in the heart of Dubai Design District (d3).

“Dubai Design Week embodies the city’s pioneering vision in design and innovation,” said Pasquale Junior Natuzzi, Natuzzi Project & Contract Chief Officer. “We are proud of our continued participation and achieving outstanding results during VIP Day.”

The event, a key reference for architecture, interior, product, and experience design, confirms its role as a creative crossroads of cultures, languages, and innovation, offering a strategic platform to connect with architects, international studios, developers, and decision makers from over 100 countries.

One year after the inauguration of the Natuzzi Harmony Residences in Dubai—the first residential project entirely conceived and realized by a design brand—Natuzzi Italia returned to the event with a space that goes beyond the traditional exhibition stand: a living, multisensory residential environment designed by the architecture, interior, and collectible design studio Etereo, founded by Mirko Sala Tenna and Stefania Di Gregorio, two of the most influential names in the art scene of the United Arab Emirates.

This inhabitable sculpture was conceived to welcome, move, and narrate the Natuzzi Italia lifestyle. The design concept is based on sinuous minimalism without right angles, where every surface expresses softness and every material interacts with light, sound, and texture. The walls are clad in textured plaster, antiqued mirrors, bespoke wallpapers, and bronze details, while a spectacular backdrop recalls the root—symbol of Natuzzi Italia’s identity and its deep connection to Puglia, the land of origin where the company began 66 years ago. The root acts as a guiding thread throughout a journey that celebrates the constant search for timeless beauty and harmony, inspiring every stage of the creative process: from the design of new models to the artisanal craftsmanship of the Natuzzi Atelier, and the selection of materials and finishes curated by the Style Center according to the Codes of Harmony defined by Pasquale Natuzzi’s creative direction.

This symbol traversed the booth, creating a fluid and rhythmic movement that guides visitors through continually evolving visual and sensory areas.

At the heart of space lay the Amama project, designed by Andrea Steidl. Following the successes achieved in 2024 with the first project created for Natuzzi Italia, Mirai, winner of prestigious design awards such as the European Product Design Award, Good Design Award, Elle Deco China Best of Year, Archiproducts Design Award, Red Dot Design Award, and Muse Design Award, Andrea Steidl now presents Amama for the Natuzzi Italia brand.

Amama is a compositional project that redefines conviviality and versatility. It is a modular island sofa designed to shape space, offering the possibility of double-sided configurations for a modern and unusual living experience. Reflecting on architecture and ways of living, the armrest or backrest can become functional elements such as a shelf, table, or even a container.

It is a dynamic project where multiple elements of different textures and materials coexist in a play of overlaps and geometries, opening up to multi-directionality and multifunctionality, combining comfort with freedom of composition and use. It represents a new approach to living that balances aesthetics, flexibility, and functionality, extended by living and dining elements of the same collection.

The soft textures and shapes of Amama harmonize with Verde Antigua marble displays, while furnishings and decorative objects engage in a palette inspired by earth and sea. The result is an immersive experience designed to engage all the senses and convey the idea of a harmonious and welcoming home.

With over 22,000 visitors and the presence of international brands, Downtown Design confirms itself as an authoritative platform for contemporary design in the region. Natuzzi Italia’s participation, in special collaboration with Studio Etereo, reinforces the brand’s global positioning and reaffirms its design vocation, ranging from ready-to-choose solutions to full bespoke projects, and branded residential concepts aimed at meeting the needs of contemporary living on an international scale.

Exclusive interview with Anuj Jain, Chief Executive Officer, Sobha Furniture

As CEO of Sobha Furniture, how has your journey across finance, strategy, and operations shaped your vision for Sobha Furniture’s growth and market positioning?

My career journey has given me a 360-degree perspective on business execution, from understanding market dynamics to ensuring operational excellence. Working across various divisions within Sobha Group has taught me that true success stems from the seamless integration of strategic foresight, discipline, and an unwavering attention to detail. Over the years, I’ve come to appreciate how deeply this attention to detail is woven into Sobha’s DNA, an ethos I am now embedding into every facet of Sobha Furniture, ensuring we deliver premium, design-led products at scale while positioning the brand as a benchmark for quality, innovation, and reliability in the market.

Having been part of the Sobha ecosystem for several years, I also recognise how personal this venture is to our founder, PNC Menon. Furniture was where his journey began and my goal is to carry that legacy forward by building a new era in furniture manufacturing defined by efficiency and technology. Through this approach, we are laying the “foundation of a new standard”, and it is a standard that will redefine how the region perceives and experiences furniture made in the Emirates.

Sobha Furniture is part of the larger Sobha Group legacy. How do you integrate the Group’s ethos and heritage into the furniture division’s brand identity?

Sobha Group is globally recognised for its end-to-end approach and for delivering real estate known for exceptional quality and meticulous craftsmanship. With Sobha Furniture, we aim to carry forward these same values, bringing the same precision and attention to detail to our furniture offerings. We are building solutions that customers will be able to distinguish from the others through the level of quality and craftmanship that our brand is known for. We believe the product should speak for itself, through its design, finish, and the experience it delivers.

By implementing Sobha Group’s backwards integration model and adapting it across our operations, we maintain complete control of the entire process, from conceptualisation and design to sourcing, manufacturing, and delivery. Our aim is to build a manufacturing ecosystem that not just produces furniture, but creates it with intent, reflecting the expertise that comes from our deep understanding of the construction and interiors landscape.

Your announcement of a fully automated facility in Dubai Industrial City signals a big leap in manufacturing. How will this facility reshape Sobha Furniture’s manufacturing ecosystem and customer value proposition?

Sobha Furniture’s upcoming 53,000sqm facility in Dubai Industrial City (DIC) marks a defining milestone in our journey. Designed to be one of the most advanced and fully automated furniture manufacturing plants across the Middle East, India, and Africa, this investment reinforces our commitment to innovation and quality while supporting the UAE’s industrial growth.

The facility is divided into two highly specialised divisions:

• The Upholstery Line: Performs all operations under one roof, including mould and block foaming, metal finishing, fabric and leather cutting, and precision sewing, ensuring complete process control and consistent quality.
• The Cabinetry Line: Built to European standards and guided by Lean Manufacturing principles, it employs data-driven systems and an AI-enabled Batch 1 production model, enabling large-scale customisation with minimal error and rapid turnaround times.

Together, these innovations not only enhance precision, scalability, and efficiency but also set new benchmarks for how large-scale furniture is manufacturing in the region. This facility will redefine industry standards, demonstrating that world-class furniture manufacturing can thrive locally, powered by the nation’s high-end infrastructure, skilled workforce, and forward-looking industrial vision.

What were the biggest challenges in establishing a full-scale furniture manufacturing base in a market largely reliant on imports, and how did you overcome them?

One of the biggest challenges we faced was shifting market perception in a region long-dependent on imported furniture. For years, “Made in Europe” was viewed as the premium standard for quality and design. Our aim is to prove that “Made in the Emirates” can meet, and even exceed, those standards.

To achieve this, we brought the best from around the world – international design expertise, advanced technology, and a highly skilled team, to build a facility and operating model that would rival any in the industry. By integrating state-of-the-art automation and precision engineering, we created a manufacturing ecosystem capable of delivering large-scale, tailored solutions with consistent quality.

This approach, supported by the UAE’s vision for industrial excellence, enabled us to establish a self-reliant, world-class production base. Today, Sobha Furniture stands as proof that with the right talent, technology, and infrastructure, perfection can be achieved.

As Sobha Furniture steps up its manufacturing and regional footprint, how will you maintain direct engagement with integrators, interior architects, and hospitality-specification partners to ensure product relevance and luxury positioning to become part of the design ecosystem rather than just a product supplier?

Our goal has always been to be a co-partner from the design stage. We don’t just manufacture furniture but provide solutions that help translate our customers’ ideas into cohesive, elevated interiors concepts of the highest quality. As we expand our manufacturing and regional footprint, we are equally focused on deepening our engagement with architects, designers, and specifiers to bring their vision to life – from mood boards, material selections and mock-ups to the final product.

Our flagship showroom, The Gallery at The S Tower, is designed as a space for collaboration, where partners can experience our materials, finishes, and collections in real-life settings, and co-create solutions tailored to their projects. Complementing this is our Milan Design Studio, which bridges creativity with regional sensibilities, ensuring our products reflects both artistry and functionality.

Attributed by Selva Kumar Rajulu, Managing Director, Nolte FZE

Across the built environment, design is entering an era defined by accountability. The kitchen is at the heart of this, as one of the most resource-intensive parts of any building. From forests to finished, choices in material sourcing, production, and longevity have become a barometer of how seriously the industry treats sustainability.

In the UAE, this shift is supported by national frameworks like Net Zero 2050 and the Energy Strategy 2050, which aim to cut carbon emissions and reach 50% clean energy by 2050. Dubai Green Building Regulations, the Dubai Municipality Green Building Regulations, and the growing number of LEED-certified developments have made responsible design the new standard for both developers and manufacturers.

The heart of sustainable design

The construction sector accounts for nearly 40% of global carbon emissions, making material choice a powerful lever for change. As such, kitchens’ value is no longer judged only by finishes but also by carbon footprint, recyclability, and contribution to healthier indoor air quality. New-gen kitchens must combine aesthetics and functionality with ethical material use, low-emission production, and circularity. Every surface, fixture, and joint carries a story of how resources were sourced, processed, and designed for long-term use. This is increasingly prioritised by developers and homeowners as reports forecast demand for green buildings in Dubai alone to rise by 25% this year.

Certified sourcing as a foundation

Wood remains the backbone of kitchen manufacturing, with more than 70% of designs using wood or wood-based materials. This makes responsible forestry critical to preserving global biodiversity and maintaining the credibility of sustainable design. Certifications such as FSC® (Forest Stewardship Council) and PEFC (Programme for the Endorsement of Forest Certification) are now the international benchmarks for ethical origin of materials.

Across the region, these standards are becoming decisive factors in project specifications. Data from the FSC shows that between 2018 and 2021, the number of certified forest areas increased by 31%, a sign that sustainable sourcing is essential for climate resilience and market access.

By choosing certified products, builders and manufacturers ensure each certified kitchen contributes to global conservation efforts and reinforces the industry’s transition toward transparent, verifiable value chains.

A lifecycle approach to kitchen manufacturing

Responsibility is most effective when viewed as a continuous cycle rather than a single design choice. It begins with selecting responsibly managed raw materials and extends through manufacturing powered by renewable energy, resource-efficient logistics, and thoughtful packaging.

In production, the focus is on durability, repairability, and recyclability. Energy efficiency and material optimisation are supported by reusing by-products. For instance, Nolte utilizes wood waste for 98% of its thermal energy needs. Building on this, strategic energy management helps improve overall efficiency, reduce costs, and lower greenhouse gas emissions.Regional sourcing and digitally optimised transportation help minimise emissions. Across the sector, climate-neutral manufacturing initiatives and industry pacts aligned with the UN’s 1.5-degree target are shaping how furniture is produced and assessed. Packaging waste is transferred to certified partners for recycling, with disposal certificates issued to ensure full compliance. Even at the point of sale, there is a shift toward informed retail experiences that promote awareness of material health and lifecycle impact. 

At the end of the chain lies circular design: ensuring that kitchens can be repaired, recycled, or repurposed rather than discarded. Each of these stages connects environmental care with responsible business practice, forming the foundation for a genuinely sustainable design economy.

Building value through longevity

Green buildings in the UAE are projected to grow from US$6.94 billion in 2024 to US$15.5 billion by 2032, driven by regulation and consumer demand. Within that growth, interior elements such as kitchens play a pivotal role in achieving ESG targets and maintaining compliance with evolving green codes.

Durability and quality are also financial strategies. Products built to last reduce replacement costs, limit resource consumption, and build confidence among clients. Similarly, certified sourcing strengthens brand reputation, demonstrating that sustainability reporting and craftsmanship can coexist. The result is a more resilient value chain that benefits investors, developers, and end users alike.

As design evolves, responsibility will remain its most enduring ingredient. Kitchens that respect natural resources, reduce emissions, and stand the test of time are the blueprint for a sustainable future in the built environment.