Dezeen promotion: Italian furniture brand Porada has released a video called Porada Essential to showcase the blend of contemporary and traditional artisan techniques that go into its furniture design.
To capture its 70 years of furniture making, Porada's director Jacopo Rondinelli and creative director Marco Pianigiani launched the Porada Essential video, the first of two videos the brand is releasing this year.
The Porada Infinity Table comes in ash or solid Canaletto walnut
It is intended to represent Porada's diverse furniture range with a "big visual impact". With its launch, the company aims to showcase the important design elements of its furniture, while also referencing Porada's manufacturing methods and values.
The video series also aims to show how its wooden furniture pieces are designed to be long-lasting and interconnected to the natural world. The brand manufactures wooden coffee tables, chairs and beds among other furniture items. It uses a range of wood, including ash and walnut, which is often combined with metal, glass and upholstery.
Porada is launching two videos this year to represent its diverse furniture range
Porada aims for its furniture to appear like pieces of art, while also referencing its long-standing values, including its artisan craftsmanship and attention to detail.
"In a time of disposable and low-cost furniture, Porada has always promoted the exact opposite," said the brand.
"By using only fine, top-quality mate...