PNA Network – Pietra Naturale Autentica Network – was a protagonist in Fuorisalone 2023 with an installation positioned in the heart of Superstudio Più, in Tortona area.
FUM, which is part of the network together with other leading companies in the stone sector and which participates in and supports the various activities of the network, was therefore directly involved in the We are Nature project.
FUM also first-hand experienced what turned out to be a precious opportunity to reflect on the contemporary world and on the challenges that the stone sector has faced, first and foremost, those related to the sustainability of natural stone.
For the past several years, the Network has placed the theme of sustainability at the center of its work, presenting and promoting it thanks to the spread of virtuous projects and practices that are truly capable of leading to changes not only for the Companies belonging to the Network, but also for the many operators in the sector.
The PNA set-up was visited by worldwide professionals and design-addicts, collecting great appreciation from the mixed audience not only looking for creative ideas but also likely to reflect on the current events of design in relation to sustainability.
But there’s more: We are Nature has offered a different vision of the future, interpreting it as an expression of a community that operates and as the result of teamwork where different identities and different stories integrate for a common goal.
This common goal is ‘sustainability’, explored and staged by PNA during this Design Week thanks to an interactive installation that explicitly expressed the increasingly urgent need to live in contact with nature through natural stone, revealing its ancestral beauty and the natural bond with mankind.
The claim of the “We are Nature” campaign and its staging drew an unequivocal parallelism between the uniquenesses of the individual stones with those of the human body, which in their diversity are unrepeatable and non-replicable.
In an atmosphere of general satisfaction for this Fuorisalone that has just ended, Bernarda Franchi, Vice President and Chief Executive Officer of FUM, comments: “We are proud to be part of the PNA Network made of virtuous companies which, like us, have chosen awareness and sustainability to grow. It was very important to be there on the occasion of a such deeply-felt deadline for the deisgn world as the Design Week is: we wanted to convey a precise message that we share and support with total conviction.”