Close

This new concept blurs the boundaries between the collectible and industrial

Gathering a selection of contemporary design pieces, 'WHY NOW?' is a new concept at the crossroads of the collectible and the industrial.

“Our goal is to build bridges between different points of view,” say design writer and curator Annalisa Rosso and brand strategist and creative director Francesco Mainardi. They are the co-founders of creative consultancy on contemporary design Mr. Lawrence, which works with companies, galleries, collectors and institutions. “We strongly believe that nowadays there is no point in keeping distances between collectible and industrial [design]. What we are interested in is the research, the possibility of pushing the the borders of an out-of-date paradigm.”

Claudio Spotti, owner of Milan-based established design store Spotti, asked the duo to collaborate with his team to select some objects as part of this perspective. The result was unveiled during this year’s Milan Design Week: a show styled by Greta Cevenini that displayed the newly launched WHY NOW? products in dialogue with pieces from Italian furniture company, Tacchini, such as the Orsola, Elephant, Lina, Costela and Reversível armchairs, the A.D.A. and E63 lamps, as well as a Noé Duchaufour-Lawrance-designed coffee table, among others.

Throughout the project, the curatorial process was “all about love – for people and for objects,” say Rosso and Mainardi. “We think it is important, now more than ever, to consider the quality of a design work and its contribution to developing a new language. For that same reason, Spotti chose Tacchini as an exhibition partner.”

The first WHY NOW? collection comprises over 30 pieces from 14 different countries, including the floral mirror by Anna Aagaard Jensen, a glass tableware set by Helle Mardahl, a series of vases by Bethan Gray, carpets made from old T-shirts by Nawaaz Saldulker, geometric steel elements by NM3, chairs and containers by Supaform, a buffet designed and produced by Carlo & Mary-Lynn Massoud, a totem/pouf by Objects of Common Interest and a carpet for cc-tapis by Odd Matter, to name only a few. All these creative minds were driven by the question “WHY NOW?” and replied by showing the best of their latest research.

“We are not interested in labelling objects as industrial or collectible, unique or unlimited,” Rosso and Mainardi say. “As for people, we believe each piece deserves its uniqueness and has its own story to tell, and we try to demonstrate that – both from an economic and aesthetic point of view. This approach is simpler than expected – and very freeing!” The pieces are sold in Spotti’s brick-and-mortar store and online on spotti.com.

“Product design [and] furniture have become a multi-channel field and the challenge is to redesign the market, trying to investigate together – with those who buy and create design – the new rules of the game,” the team says.

Spotti and Mr. Lawrence won’t stop here. They plan to continue their investigation into the contemporary design market. “We love collectible design as much as good industrial design and cutting-edge small editors,” confess Rosso and Mainardi. “Shuffling is always a good idea.”

Photography by Sean Davidson

The Latest

On Building to Last

We interview selected architects and interior designers to talk about balancing permanence and progress across their projects

The Culture of Quality

A conversation with Maryam Raeisi, Managing Director of HMA Living by Al Shamsi

What to expect at Feria Habitat Valencia

This year’s fair is set to take place between 29 September and 2 October

ARTDOM Expands to the Middle East

Daria Zolotova, founder of ARTDOM, discusses the brand’s upcoming first major art forum congress, being held at Riyadh on 11-12 November 2025

A Perfect Balance

A bespoke villa in Dubai Hills Grove designed by XBD Collective blends contemporary elegance with high-end craftsmanship

Soulful Sanctuary

Arch Home Interiors has crafted a boutique Pilates studio in Dubai Design District, creating an environment where movement meets self-care

Global Outlook, Local Presence

Henrique Dias, Principal and Middle East Hospitality Design Director for DLR Group, shares the firm’s growth journey in the region

Read ‘Greener Perspectives’ – Note from the editor – September 2025

Read identity magazine's September 2025 edition on ISSUU or grab your copy at the newsstands

identity Design Awards 2025 jury

Meet the judges for the identity Design Awards 2025

Five prominent designers have been selected to judge this year's milestone 11th annual identity Design Awards

Here are 14 Emirati women we admire in the design and creative industry

In honour of Emirati Women’s Day, we celebrate the visionary Emirati women in the industry that are pushing boundaries

Casa Cazaux

A Spanish Revival Reimagined in the Hollywood Hills

Casa Cazaux designed by Jordana Maisie Design Studio was inspired by Slim Aarons photography of post WWII Italian high society and Mediterranean-inspired coastal architecture

Kaskade by Karim Rashid for TREDEX Sara Group

TREDEX x Karim Rashid Introduce KASKADE

A Collection Where Flow Meets Form