Pedrali's new collection of chairs

To celebrate their new collection of vividly coloured chairs, the Italian manufacturer Pedrali has created this behind-the-scenes video capturing the proceedings from the promotional photo shoot during which no less than 88 chairs in a rainbow of hues were carefully arranged and, ultimately, photographed in a meticulously-calculated, multicoloured motif. The photographed models included Alessandro Busana’s ‘Laja’, Jorge Pensi’s ‘Ara’ and the stacking ‘Blitz’ by the Italian designers Marco Pocci and Claudio Dondoli. Watch the inspiring time-lapse video below. (more…)

Next up in our Uncut series is an interview with Ian Ferguson and Martin Postler, the duo behind the London-based multidisciplinary design consultancy PostlerFerguson who told Simon Cowell about the importance of strategic thinking, their dreams of collaborating with NASA and how ‘the role of the designer shifts to a more strategic role’.

to Architonic’s Belgrade Design Week 2011 photo album

In the next video from our Architonic Uncut series, Simon Cowell interviews the Finnish designer Harri Koskinen at the ‘Future²’ conference during this year’s Belgrade Design Week.

to Architonic’s Belgrade Design Week 2011 photo album

‘You have to learn to delete your mind’ – Architonic interviews Mike Meiré at the ‘Future²’ conference during this year’s Belgrade Design Week.

to Architonic’s Belgrade Design Week 2011 photo album

‘Innovation out of necessity’ – Architonic interviews Israeli-born designer, artist, photographer and filmmaker Arik Levy at the ‘Future²’ conference during this year’s Belgrade Design Week.

to Architonic’s Belgrade Design Week 2011 photo album

Next up in our Uncut series is an interview with Iittala‘s Päivi Jantunen who spoke to Simon Cowell about the future of the famous Finnish brand, the importance of preserving company’s values…and her gardening plans.

to Architonic’s Belgrade Design Week 2011 photo album

In the second video from our Architonic Uncut series, Simon Cowell interviews Stefan Diez at the ‘Future²’ conference during this year’s Belgrade Design Week.

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Architonic interviews Martin Gran from Snøhetta architects at the ‘Future²’ conference during this year’s Belgrade Design Week.

to Architonic’s Belgrade Design Week 2011 photo album