The industrious silence of innovation — MDF Italia's deep and delicate renewal

I meet Marco Cassina in the company’s showroom, which has very little of the typical showroom and much of a metaphysical architecture―thanks to the brand renewal designed by Studio Pitsou Kedem Architects. The renewal of a brand is a slow, almost karst work, which in order to be complete and durable, has to move on several fronts: from product to communication, from images to architecture. MDF is investing on various fronts in a deep and delicate way, without breaking that industrious silence that surrounds it.