A Spanish villa, a SoHo loft, the ornate parlor of a palace, a Paris salon, or the aspirational lookout living rooms that dot the Hollywood hills—you might find Edra in any one of these estuaries of high design. Yes, Edra is reliably high in concept, but the Italian haven is also synonymous with comfort. It’s a blend that might seem contradictory; achieving it requires a level of specificity in execution that truly separates the timeless from the fray.
Edra, having spent years researching and patenting its own Gellyfoam® to achieve new levels of softness and sculptability in its On the Rocks sofa, firmly resides in the former category. In celebration of the 20th anniversary of On the Rocks, Edra returned to Salone del Mobile last week with an eye-catching activation and a slate of sleek new pieces on offer alongside its cornerstones.
On the Rocks embodies beauty in versatility, consisting of multiple cushions of different geometric cuts—in a base set: three polygons and a trapezoid—and two easily shaped and reshaped backrests. Endlessly configurable, the sofa can open up a space or delineate it further, regardless becoming one of its key features.
As part of the 2024 collection, the brand presented a new Every Place variety, a breathable yarn fabric created exclusively for Edra with materials from specially treated and regenerated plastic bottles. Every Place expands Edra’s dominion even further by being ideally suited for outdoor use.
The Tavolo Phantom was also on view—a table coated with natural mirror surfaces. Edra’s new shimmering Sedia Milano high back chairs accompany the table, a deliberately contrasting marriage of royal antiquity and modernity, thanks to its polychrome polycarbonate construction.
With its “The Stand” presentation, Edra ensured that each of these pieces was appreciated in all its bold, tactile glory. Full-length mirror surfaces alternated with LED walls that cycled through natural, classic, and contemporary imagery, emphasizing Edra’s true signature—its ability to integrate and stand out anywhere.
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