SERIE UP, designed by Gaetano Pesce in 1969, won the XXVII Compasso d’Oro ADI – Product Career Award 2022.

SERIE UP, a renowned icon of international contemporary design, was awarded the most important prize in the field of Italian industrial design and was praised by the international jury as “The perfect synthesis of technological experimentation and formal research, the UP armchair designed by Gaetano Pesce is a poetic witness of the complex relationship between the female figure and different socio-cultural contexts, and at the same time a product that has always represented a vision of civic commitment to design”.

The collection of armchairs with original anthropomorphic shapes proved to be innovative and revolutionary at the time and is still highly current and sought after today. 50. In 2019, its anniversary year, UP5_6 became even more of an object of desire, leading B&B Italia to make significant investments in technology and increase its production capacity. To this day, it is the brand’s best-selling chair.

B&B Italia celebrates this prestigious recognition with the Takeover of the maxi windows of B&B Italia Design Studio in Milan. The famous UP5_6 and all the models of the Series will animate the space from June 20 to July 11 at via Durini 14.