MILAN — Venezuelan designer, artist and architect Rodolfo Agrella, who has been art director of the International Contemporary Furniture Fair (ICFF) since 2023, has been tapped to lead the creative team at family-run Italian design firm Potocco.
On Thursday, Agrella shared the first images of the firm’s new vision, which was unveiled at 3daysofdesign in Copenhagen — the event started Wednesday and closes Friday.
In his new role, Agrella said he will pioneer a visual identity rooted in Potocco’s heritage, his design firm Rads said in a statement on Thursday. The move supports Potocco’s expansion plans, particularly in Europe, the U.S. and Asia.
“What interests me most is the opportunity to visually shape this next chapter of the company while building on a legacy that has evolved over generations. My goal is to develop a contemporary visual language that feels internationally relevant while remaining deeply connected to the identity and values that define Potocco,” Agrella said.
New Solar Outdoor chairs designed under Rodolfo Agrella for Potocco, unveiled at 3daysofdesign.
Beppe Brancato
Founded in Manzano, province of Udine, in 1919, Potocco is internationally recognized for its expertise in woodworking and refined Italian craftsmanship. Today, the firm is led by Antonino Potocco, together with his daughters Alice and Marianna, fourth- and fifth-generation family members respectively.
The company is present worldwide and boasts a strong and extensive distributor network with foreign divisions Potocco U.S. and Potocco Asia-Pacific.
Agrella founded his own firm in 2015. Rads specializes in art and creative direction; spatial interventions for interiors, exhibitions, and other architectural environments, and product and graphic design. During Milan Design Week in April, he presented his suspended brass mobile Natyam with India’s Shakti Design Residency at Alcova. Agrella also made international headlines during the canonization in 2025 of Carmen Elena Rendiles Martínez, Venezuela’s first saint, for which he was asked to design a reliquary, or vessel, for a fragment of her remains.
Stadium chairs designed under Rodolfo Agrella for Potocco.
Beppe Brancato
