Amura, a Name that means Love for One’s Land
Pietro Maggi introduces us to the brand where you can rest.
Will to grow more and more, without ever forgetting its origins, to which it owes the characteristics that make it unique: Sales Manager Pietro Maggi tells us about the Amura brand, welcoming us inside the showroom in the centre of Milan, Italy.
As soon as you enter you can feel a warm atmosphere. Colours and lines evoke the special land of the Murgia, in Apulia, southern Italy, from which the name and history of this company are derived.
In Japanese Amura means precisely the love for one’s own land, where the brand has left its production headquarters, thus giving jobs to the many local artisans.
Amura is working, therefore, for a future in which sustainability becomes the focus of everyone’s purchasing decisions. A future in which man’s respect for the environment is central.
For, as contemporary Italian poet Franco Armino writes and the brand’s website states, “Love for places is the best medicine in the world”.
The Enchanting Journey of Lapis
Lapis is the astonishing “concept living” conceived by Emanuel Gargano and Anton Cristell for Amura, with the aim of reconnecting humanity to nature. It is Mother Earth herself that gives life to these modular elements, whose forms have been shaped and softened over time, emerging almost spontaneously from ancient cobblestones. “Lapis” can assume infinite dimensions and combinations, adapting to spaces and needs, ranging from classic and traditional shapes to free and irregular compositions.
The padding, made of memory foam, ensures incredible resilience and maintains its shape over time. It is a design that, in its simplicity, is imbued with refined complexity, reclaiming the concept of time as a fundamental element for human well-being.
Thanks to Carmen Zavettieri for her valuable collaboration! 😊
