Congratulations to Serie Up!

An archaeological relic of the modern era, SERIE UP is one of the most outstanding expressions of design, formed from an extensive technological know-how and enticing a wide audience since 1969. Just as popular, revolutionary, and innovative today, the Series Up collection is the best-selling armchair for esteemed brand B&B Italia. Gaetano Pesce’s original anthropomorphic shapes and elastic fabric contribute to making the UP5_6 an object of desire, reaching its 50th year milestone in 2019, B&B Italia has invested significantly in the technology and production capacity of the design. 

Poised midway between design and art, the design sits as a metaphor of a large womb, representing an image of ancient goddesses of fertility. Adjoined with a spherical ottoman, a theme of comfort and warmth juxtaposes with Pesce’s views on female perspective. The ball ottoman acting as a ‘ball and chain’ tied to the mother’s foot. Elaborating on this, Pesce describes:

“At that time, I was seeking to tell a personal story about my concept of women: I believe that women have always unwittingly been their own jailer. This is why I decided to give this armchair the shape of a woman with a ball and chain, reflecting the traditional image of prisoner.”

The Serie Up is has remained significant in the field of Italian industrial design. The design has been developed to evolve alongside the technological and practical advancements of time, B&B Italia’s knowledge of polyurethane injection molding has been a vital progression. The accolade from the international jury strongly agreeing stating:

“The perfect synthesis of technological experimentation and formal research, the UP armchair designed by Gaetano Pesce is a poetic witness to the complex relationship between female figure and different socio-cultural contexts and at the same time the product which has always represented a vision of civic commitment to design.”

The commemoration continues with the Take Over of the maxi windows at B&B Italia Design Studio in Milan. The Serie Up collection will animate the space from June 20th to July 11th.