July 2025: a massive trip down memory lane.
- Sara Seravalli
- Jul 21
- 3 min read
I wanted to share with you all, friends of Il Salotto, the roots of my passion for architecture and design, so I brought the talented team at Superbeam to my hometown - Gemona, a small town of ten thousand people north of Udine, in Italy’s northeast.
By Sara Seravalli, Il Salotto
Nestled at the foot of imposing mountains, Gemona and nearby Venzone were the epicentre of two devastating earthquakes in May and September 1976, which left many dead and most buildings in ruins. I wasn’t born yet (my brother was only six months old), but by the time I started primary school, the town had risen from the rubble, rebuilt meticulously and resiliently. They called it “Il Modello Friuli”: no time for tears, just roll up your sleeves and get to work. I often wonder if that’s where my own determination comes from - the resilience every entrepreneur knows is essential to weather the constant ups and downs of running a business.
Elegance, style, and the highest quality of craftsmanship are equally ingrained in my upbringing. My parents would take us to Cumini Casa, a 10,000 sqm furniture showroom on Gemona’s outskirts. Designed by Carlo Scarpa in the 1970s, its brutalist architecture still stands in all its glory, displaying treasures from Cassina, Poltrona Frau, Moroso, Cappellini, and more. There, we learned what timeless design truly means.
So what about Moroso.
On this trip, La Signora Renata, owner of the agriturismo where we stayed, beamed with pride as she told us about her forty-year-old Moroso sofas - “still as strong and comfortable as ever.”
Moroso holds a special place in my heart: every day during high school, the bus taking me to school drove past their imposing headquarters just outside Udine. I felt like a child meeting royalty when I met Patrizia Moroso at a Clerkenwell Design Week a few years back. She took over from her parents and has led the company since the 1980s, stirring Moroso towards new heights, forging a new design language for the brand. I was meant to interview her for Il Salotto Sessions during my visit, but unfortunately, she wasn’t well, so our chat will have to wait a few more months. More time for me to add a question or two to the already very long list.
Not all was lost, though, as we got to spend a day filming Moroso’s workshop, where every piece is handcrafted with precision, passion, and boundless creativity. From their vast fabric and leather collections to the graceful curves of each design, I could have explored their world forever.
And Ferroluce.
On our final day, we drove thirty minutes south of Udine to meet Ferroluce, a lighting company recently passed to its second generation. Starting in the 1980s with traditional Friulian ironwork at its core, they’ve since embraced ceramics, producing bold shapes and vibrant hues while honouring Friuli’s legacy of meticulous quality. I sat down with Giulio Valentinuz, CEO of Ferroluce, who, together with his sister, took over from their mum and dad and, similarly to Patrizia, injected new fresh energy into the brand. Another great interview for Il Salotto Sessions.
Ferroluce may not have shaped my childhood, but they share the same values that fuel my devotion to design. I am very excited to introduce their story to the UK through Il Salotto.
Last week was a rediscovery of my roots, a chance to show the team where it all began. I’m so proud of Gemona, of Friuli’s spirit, and of the incredible people and places that shaped me. Stay tuned - the film is coming soon.
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