Andrea Turri on Heritage, Modern Luxury and the Evolution of an Italian Design Icon

For almost a century, Turri has defined Italian luxury through craftsmanship, precision, and timeless design. Founded in 1925 in the heart of Brianza, the brand continues to evolve while preserving the artistry that shaped its legacy. In an exclusive interview with Design Diary International, Andrea Turri, CEO of the company, speaks about Turri’s journey from its artisanal origins to its modern expression of luxury, and how the brand continues to unite tradition with contemporary vision.

Turri has been a name in Italian luxury for decades. How did the company get started, and what events affected it along the way?

My great-grandfather, Pietro Turri, opened his lab in Carugo, in the heart of Brianza (Italy), in 1925. This is where Turri's journey began. From the beginning, wood was the most essential material used in Turri's creations. It was masterfully carved to make one-of-a-kind sculptures that were both high-quality and elegant. Our identity was built on this dedication to craftsmanship. The brand changed over time, with each new generation of the family guiding it. The 1950s were a big turning point for us. We expanded our business, opened a showroom in Milan, and moved production to Briosco.

Participating in the first Salone del Mobile in 1961 made our place in the Italian design world even stronger. Turri started to grow internationally in the 1980s, especially in Europe and the Middle East. In the 1990s and early 2000s, we joined the Chinese market, which sped up our global reach and made Turri a true ambassador of Made in Italy excellence. It was an honor for me to lead the organization in 2007. With a vision that included both our past and the future, I brought in a more modern, international look that was both simple and important. This was the start of what we now call the "Modern Luxury era." Turri joined the Dexelance organization, the only design organization listed on the public exchange, in 2023. This relationship has made us more visible in foreign markets and lets us address the growing demand for high-quality, custom-made furniture more quickly and accurately.

Every brand changes, but some things stay the same. What parts of Turri's DNA have stayed the same, and what parts have changed over time?

Our passion for handcrafted excellence and the search for beauty through design has not changed. Turri has been making furniture for almost a hundred years, and they don't simply make things; they make things that reflect how people live. We have modified the way we look to fit with modern tastes, but the core of our work (custom craftsmanship, attention to detail, and the best materials) has not changed. We still reinterpret these ideals for modern life today, making designs that speak a global language while staying true to our Italian roots.

For us, custom design is more than just a way to change something. The customer is involved at every step of the design process, making it a real creative experience. We can make one-of-a-kind pieces that are very unique and fit your needs since we work so closely together. One of the most important parts of our bespoke concept is choosing the right materials carefully. This is to make sure that each piece is genuinely one-of-a-kind and to support Turri's idea of tailor-made. We choose every part, from beautiful woods to high-end leathers and finishes, to fit the client's concept flawlessly while still keeping our promise of quality and perfection.

What three terms would you use to describe Turri's style?

In fact, just two: "Modern Luxury." This is the essence of our style: modern, classy, and clearly luxurious. Today, Turri is a unique style that combines workmanship with the authenticity of "Made in Italy" seen from an international perspective. The brand can look at new lifestyles and design trends from a global perspective and come up with new ideas. For us, modern luxury means making spaces where style and comfort come together and where every detail (materials, finishes, shapes) is important to create a feeling of timeless refinement. It's a celebration of beauty and harmony made for people who want to live.

Turri symbolizes a very personal approach through both our collections and entirely custom projects. Every piece is made to show off the person's individuality and wants, from the idea to the finished product.

Italy has a long history of outstanding design. How do you pay respect to that heritage while simultaneously talking to younger, newer buyers?

We use two different strategies to find this equilibrium. On the one hand, we keep our historical workmanship and style. On the other hand, we have come up with a business plan that comprises both special projects and a curated collection of series-designed products. This lets us work with both our regular high-end clientele and a new, younger group of people who want designs that are stylish, useful, and adjustable. It's about putting our history into a language that is relevant to everyone now.

You have collaborated with designers including Andrea Bonini, Matteo Nunziati, Giuseppe Viganò, Paola Navone, Monica Armani, Toan Nguyen, Marco Acerbis, and Francesca Lanzavecchia. How do these kinds of partnerships change the way Turri collections come to life?

Working with well-known designers from around the world is at the heart of our creative growth. We created two separate product lines after renaming Turri and introducing our new logo. The Turri Collection was made by modern designers with a modern luxury concept, and the Heritage Collection keeps our more maximalist designs from 2014 to 2018. Designers like Andrea Bonini, Matteo Nunziati, Giuseppe Viganò, Paola Navone, Monica Armani, Toan Nguyen, Marco Acerbis, and Francesca Lanzavecchia have not only shared their ideas, but they have also helped us rethink what "house" means through their work. Their ideas help us connect the dots between high-end residential and contract demands, which helps us define who we are and reach more people.

A lot of your collections have their own characteristics, including Vine and Eclipse. How do you come up with a story or tone for each collection?

The materials we choose and the feelings we want to bring out in each collection give it its distinct personality. For instance, Frank Jiang's Vine armchair has a branched natural wood construction and original armrests that are typical of 50s design. The story behind each collection comes from the balance between new ideas and old ones, drawing on different cultural inspirations but constantly trying to present a story that feels personal, timeless, and modern at the same time. We aim to create an environment that feels specifically tailored to our customers. The basic characteristics that distinguish the brand - savoir-faire, bespoke design, excellence, artisanal craftsmanship, attention to detail, and the essence of Made in Italy are what tie all of our collections together, in addition to their unique looks. These rules are what every piece is based on, making sure that our whole collection has a consistent, authentic, and refined personality.

The materials are what make each collection unique. How do you balance quality and new ideas?

Wood is still the main character in every Turri piece since it is beautiful and can be used in many ways. Our craftsmen meticulously choose the best timbers so that each piece has its own tale to tell. We also welcome new ideas, including lacquering techniques and high-quality polishing, that improve our designs while keeping the traditional workmanship that makes our work unique.

To balance quality and innovation, we remain faithful to our artisanal heritage while also using new technologies that help us make designs that last longer. We push our limits, but we ensure that everything is still luxurious and high-quality, as Turri is known for.

Along with wood, we also choose the finest marbles since we love their natural beauty and unique veining. Every product is made with a mix of materials, such as wood, leather, marble, and metal, that work together well. This meticulous mix of materials shows a conversation between textures and finishes that makes pieces that are both modern and classic.

The quality of the work is frequently what makes something "Made in Italy." How crucial is the artisan's hand in your job today, especially with all the modern technologies?

At Turri, the artisan's hand is essential to what we do. We need new technology and machinery to make things, but we can't replace the ability and intuition of our craftsmen. What really makes each piece unique is the care, precision, and emotion that goes into making it.

Our concept is based on finding the right balance between craftsmanship and technology. We employ contemporary tools to improve and speed up some steps, but every piece still gets the painstaking, hands-on finishing that makes it a true example of Made in Italy quality and art.

Are there any details, finishes, or methods that you would say are clearly Turri?

Our characteristic finishes, especially our one-of-a-kind wood lacquering processes, the feel of polished wood, and the careful leatherwork are all very Turri.

We also put a lot of focus on custom-made finishes, which often push the limits of standard methods to find new ways to make things look good.

One of our best qualities is that we can mix different materials (wood, leather, marble, and metal) in a way that feels rich, balanced, and harmonic. We take pride in making custom solutions that meet the specific demands of each of our clients.

How important is it to your clients that things are made just for them? Do you get more requests for custom pieces now than you did before?

Customization is a big part of what we do. Our customers want things that match their preferences and lives, and they want to be able to change the designs to fit their needs exactly. We have always focused on a personalized approach, and the demand for unique pieces has increased in recent years.

As the globe gets more connected, clients want their interiors to show off their culture, personality, and specific demands. We have embraced this by providing not only customizable furniture but also entire bespoke design services for both private homes and high-end contract projects. This method keeps us at the top of luxury design and makes sure we satisfy the changing needs of markets that are more global and distinct.

What do you find most exciting about the global design scene right now? What do you imagine luxury interiors will be like in ten years?

The lines between diverse styles, materials, and traditions are becoming less clear as design becomes more global. This gives designers a new, exciting environment to try out new ideas and make new things while still honoring local culture and workmanship.

I think that over the next ten years, luxury interiors will keep changing to be more subtle, eco-friendly, and useful. We will see a move toward more individualized, immersive settings where comfort and beauty go hand in hand. However, more refined, minimalist luxury will replace the richness of the past.

Finally, what does "luxury" mean to Turri today, and how will it affect the future of interiors?

Today, luxury is about how you live. Turri says that luxury is the right mix of legacy and new ideas, as well as customization and quality.

We think that the future of luxury interiors will be smartly simple, with better materials, better design, and an emphasis on craftsmanship that tells a narrative. Luxury will be about creating welcoming, harmonious spaces with a focus on craftsmanship, materials, and unique design. It will be about beauty that lasts and is just as important tomorrow as it is now.

The main idea behind this vision is that everything is completely customizable, from the material to the shape. The customization of space is complete: a design philosophy that brings together every surface, finish, and even the smallest details. Every detail, including custom furniture, wall paneling, unique finishes, and unique decorative items, aims to showcase the individual's personality and lifestyle. This style makes the room as distinctive as the person who lives there.