The Birth of Vero, a New Italian Design Brand.

Coffee Table by Cara / Davide. Photo by Matteo Bianchessi.

Stool by Marco Campardo. Photo by Matteo Bianchessi.

Chair by Fredrik Paulsen. Photo by Matteo Bianchessi.

Portrait of Riccardo Crenna and Simona Flacco with the collection. Photo by Matteo Bianchessi.

A new Italian design brand Vero seeks to incorporate transparency and craftsmanship into everyday products. Spearheaded by Level Project founder Pasquale Apollonio and developed with Simona Flacco and Riccardo Crenna, founders of Simple Flair and Riviera Creative Space, the brand seeks to bridge the gap between mass distribution and niche design, transforming everyday environments into contemporary places.

“We imagine that the world of design can be a reference for a more informal, concrete and sincere society,” explain Vero founders Flacco and Crenna. “We would like Vero to contribute to this path by merging contemporary ideas with the most complex corporate systems to trace a new path for Italian and international design”.

The debut collection features work by Italian and international designers such as CARA \ DAVIDE, Frederik Paulsen, Marco Campardo, Natalia Criado, Federica Elmo and a617. Eight everyday objects from stools and a bookcase to a mirror and magazine rack take on experimental and contemporary value.

The production, led by the founder Pasquale Apollonio, takes place in highly specialised workshops that keep centenary local artisan techniques, guarantors of the refined quality of the products. The brand operates a ready-to-order product-drop model connected to a strongly digital direction to facilitate greater agility in terms of production and distribution—this model also guarantees an online shopping delivery time of less than two weeks.

The pieces presented in Drop 1 are being exhibited at Riviera in Milan untill May 6th. Scheduled for the upcoming Salone del Mobile in June, the second drop will include designs by Odd Matter, Sam Stewart and Zaven.

Related: Supernovas Launches 100% Recycled & Recyclable Furniture Collection Designed by Odd Matter.

Bookcase by A617. Photo by Matteo Bianchessi.

Mirror by Federica Elmo. Photo by Matteo Bianchessi.

[Images courtesy of VERO. Photography by Matteo Bianchessi.]