Vero Is a New Era of Italian Design

Informality and transparency are seen as values that should be integrated into everyday products by new furnishings brand on the block, Vero. Earlier this month, the Italian design company made its entrance, opening up the door to truth (Vero is Italian for “true”), solidity, and availability. All of these things are translated through Vero’s aesthetics, raw materials, and model.

Vero is an idea that Pasquale Apollonio, founder of Level Project, developed with Simona Flacco and Riccardo Crenna, founders of simple flair and Riviera Creative Space. They see Vero as an incubator of talent, a place with a dialogue between all participants, from producers to designers, from communicators to consumers.

table, stepped bookcase, and bookcase in white space

“We imagine that the world of design can be a reference for a more informal, concrete, and sincere society. We would like Vero to contribute to this path by merging contemporary ideas with the most complex corporate systems to trace a new path for Italian and international design,” said Flacco and Crenna.

Vero’s first furnishings collection comes from the fusion of traditional Italian savoir-faire and designers. The objects live somewhere between niche design and mass distribution, turning ordinary spaces into contemporary places. Italian and international designers CARA \ DAVIDE, Frederik Paulsen, Marco Campardo, Natalia Criado, Federica Elmo, and a617 are responsible for the creations. You’ll find stools, bookcases, chairs, tables, trolleys, mirrors, and magazine racks – all common, but also special, experimental, and contemporary. A second collection is scheduled to drop at Salone del Mobile 2022, and includes designs by Odd Matter, Sam Stewart, and Zaven.

table, bookcase, and wavy wire chair in a white space

Another hallmark of Vero is the Italian technique and manufacturing that takes place at their production site in Galatina, Puglia. Production is led by Apollonio, using workshops that retain local artisan techniques. With a network of local suppliers and great digital logistics, the brand is able to look towards developing long-term sustainability.

amorphous blue tray sitting on manufacturing table

Tray, Natalia Criado

simple light four legged table and stool

Stool + Table, Marco Campardo

chunky off white stool

Stool, Marco Campardo

purple wave wire chair

Chair, Fredrik Paulsen

mirror with melted brown edge

Mirror, Federica Elmo

geometric brown coffee table

Coffee Table, CARA \ DAVIDE

geometric white bookcase

Library, CARA \ DAVIDE

green stepped bookcase

Bookcase, a617

detail of green stepped bookcase

Bookcase, a617

The pieces in the first collection will be on exhibit at Riviera Creative Space (via Gorani 4, Milan) through May 6, 2022, Monday to Friday 10am to 6pm. To learn more about Vero, visit

Photography by Matteo Bianchessi.

Kelly Beall is senior editor at Design Milk. The Pittsburgh-based graphic designer and writer has had a deep love of art and design for as long as she can remember, and enjoys sharing her finds with others. When undistracted by great art and design, she can be found making a mess in the kitchen, consuming as much information as possible, or on the couch with her three pets. Find her @designcrush on social.

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