Milan: A retrospective - part one

Part One reveals Established & Sons’ launch in 2005 and the memorable exhibitions presented at La Pelota in Brera 2006 -2010.


Established & Sons impressive debut presented new designs by some of the best-known designers in the industry. The first collection attracted the industries attention and included ambitious Limited Edition designs alongside production pieces by Zaha Hadid, Barber Osgerby, Sebastian Wrong, Alexander Taylor, Michael Marriott, Michael Young, Mark Holmes and Amanda Levete.

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In 2006, Established & Sons took over the expansive La Pelota location in central Milan for the first time to show new designs by Jasper Morrison, Frank, Barber Osgerby, Amanda Levete, Zaha Hadid, Michael Marriott, Alexander Taylor and Michael Young.⁠ Creative partners Made Thought created a 100m long graphic wall of quirky British phrases to bring a sense of fun, drama and scale to this vast former sports hall.

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At la Pelota in 2007, Established & Sons showcased 13 exciting new designs and introduced 3 new designers during Salone del Mobile Milano. Established & Sons creative partner, Made Thought, transformed the space with graphic rooms to present new designs by: Barber Osgerby, Amanda Levete, Frank, Zaha Hadid, Mark Holmes, Industrial Facility, Klauser & Carpenter, Michael Marriott, Jasper Morrison, Alexander Taylor, Richard Woods, Sebastian Wrong and Michael Young.

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Milan 2008 was a big year that launched many of our most recognisable designs including Torch Light, Heidi, Surface Table and Stack. Alongside a total of 15 new designs 2008 also brought the announcement that Established & Sons was bringing international designers into its stable of creative talent for the first time.⁠

Inside the La Pelota venue Established & Sons used 25 tonnes of steel to create a two-storey, 18 room open-plan building. A colourful, 6 meter tower of drawers featured as the introduction of the now iconic Stack designed by Raw Edges/ Shay Alkalay. Displayed on the ground floor was a super slim carbon fibre Surface Table that caught International attention. A collaboration between two Royal Designers for Industry, Terence Woodgate from the world of furniture design and John Barnard from the world of Formula 1 racing car, the design went on to win awards and feature in museums.⁠

The exhibition presented Limited Edition designs by Maarten Bass alongside Signature and Principal Collection designs by Barber Osgerby, Caruso St John Architects, Paul Cocksedge, Frank, Jaime Hayon, Industrial Facility/ Sam Hecht, Klauser & Carpenter, Amanda Levete, Jasper Morrison, Raw Edges/ Shay Alkalay, Wouter Scheublin, Sylvain Willenz, John Barnard with Terence Woodgate, Sebastian Wrong and Michael Young.

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In 2009, for the fourth year running, La Pelota became the home of Established & Sons during Milan Salone del Mobile. ⁠Spanning the entire 1,340 square metre floor space at La Pelota a walled settlement, with walls ranging in height from 2 metres to 4 metres, was erected from 30 tonnes of untreated American tulipwood. Established & Sons first used the tulipwood it in its natural state and then went on to use the wood to make Bench Press - an installation at the V&A for LDF 2009 by Richard Woods and Sebastian Wrong.⁠

⁠“This year’s installation was an intimate, entrenched settlement, an exposed timber flow, raw and basic, formal and frugal and ultimately recycled into product,” said Established & Sons Design Director, Sebastian Wrong.⁠ ⁠

⁠2009 launched 16 new designs with 4 new designers joining our increasingly prestigious design roster: Jason Bruges Studio, Mattali Crasset, Front Design and Ronan & Erwan Bouroullec. ⁠

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In 2010, Established & Sons took over La Pelota for the fifth and final time to build 4 terraced plinths in brilliant white, with a hidden lighting tunnel that went through the centre of the 40-metre long structure. The front-on presentation of the growing collection and introduction of 30 new designs created a memorable panorama that visitors saw in full on entering the space.⁠

The 2010 New Collection included designs by; Ronan & Erwan Bouroullec, Bertjan Pot, Front Design, Scholten & Baijings, Konstantin Grcic, Martino Gamper, Sebastian Wrong, Klauser & Carpenter, Luca Nichetto, Michael Eden, Stefan Diez, Sylvain Willenz, Richard Woods, Frank and Amanda Levete.

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