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ZEUS - Concept ZEUS was founded in 1984 by a group of friends who enjoyed and wanted to share their experiences in the fields of DESIGN - FASHION - ART. Their aim was to merge and deliberately "contaminate" their ideas under the name of ZEUS, a rather "arrogant" brand name. This very instinctive initial idea gave rise to a boutique that designed and produced its own fabrics and fashion collections, an art gallery presenting one-man shows by group members and avant-garde proposals from Italy and abroad, and a collection of design furniture. Today, all that remains from this initial project are the ZEUS fashion boutique and the design collection, which is primarily designed by its Art Director Maurizio Peregalli. Industrial-type materials are used in ZEUS design collection. For example, linoleum flooring is used to cover tables and consoles. Pirelli "polka dot" rubber sheets normally used for car mats are applied to chair seats, and extruded rubber couplings are turned into armrests and backrests, and so on. "These objects were designed for relaxing and thinking, not for showing off or astounding: they were designed to be used." Created for everyday use, they express a concept of "being" as well as elegant, understated style. The look is austere and technological, and the materials are functional, simple and economical. Everything satisfies the need for simple, clean lines. The rejection of formal and figurative excess in favor of rigor and severity is, in turn, a transformation of a precise youthful behavior and expression of a precise moral into an object. The ZEUS object is discreet, moral, and almost mystical. For years ZEUS has been an important point of reference for young designers worldwide. Theme exhibits are organized periodically that give young designers a chance to display their prototypes, to meet and to make themselves known to the general public during the fabulous ZEUS parties, which are held at the same time as the Milan Furniture Show and are irreplaceable and joyful moments of encounter. |
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