MILAN — The Italian Radical Design group, which is home to iconic pieces like the Gufram Cactus, the Memphis Carlton shelf and the quirky Meritalia Michetta sofa, is ready to tell the story of these designs and the brands behind them.
The Piedmont, Italy-based company, which owns design-forward brands like Gufram, Memphis and Meritalia, appointed Riccardo Pigati as its chief executive officer in 2024. Fast forward to 2026, and his strategy is ready to take flight.
In an interview with WWD, Pigati discussed the aim to translate each brand’s soul in a lingo new generations can understand. Gufram, which is famous for its Bocca lips sofa and Cactus coat rack, is a design brand founded in 1966; Meritalia was founded in 1987, while Memphis was born from the 1980s Memphis movement that revolutionarily broke from traditional furniture design standards. The movement and brand was started by legendary designer Ettore Sottsass and later joined by architects Aldo Cibic, Matteo Thun, English designer George Sowden and French artist Nathalie Du Pasquier and Christoph Radl.
Gaetano Pesce’s Michetta sofa for Meritalia.
Italian Radical Design was started by Charley Vezza and his mother Sandra, an avid art collector. They took over Gufram in 2012, added Memphis in 2022 and most recently incorporated Meritalia, which is known for its creative freedom. Founded in 1987, Meritalia became known for experimental, pop-modernist pieces, making it an ideal partner for Gaetano Pesce’s expressive flair.
Pigati, who was formerly the CEO of Gebrüder Thonet Vienna, which was originally founded by Michael Thonet in Austria in 1850, is based in Turin, Italy.
Here, he talks about the potential of these three iconic brands, which will showcase their latest at Salone del Mobile.Milano, which kicks off Tuesday.
WWD: What did stepping into this role mean to you after a long career in design and furniture?
Riccardo Pigati: This role represents a personal return, as I began my professional career as a student and then designer at the historic Gufram in the 1980s. From there, my career evolved as I moved on to Poltrona Frau and the Austrian company Gebrüder Thonet Vienna, always in administrative roles. Returning to Gufram is quite nostalgic for me.
WWD: These three brands — Gufram, Meritalia and Memphis — are so distinct and bold but they are really well known here in Europe and not as well known in other markets. Is Italian Radical Design returning to exhibitions as a way to spread awareness?
R.P.: Our return to the fair was greatly influenced by the acquisition of Meritalia, which sees the Salone as essential for visibility and has a contract-oriented focus. While Gufram and Memphis lean more toward cultural and selective approaches, Meritalia is more explosive and needs a broader platform. We’ve also been investing importantly in new products, collections and reintroducing a contract focus that Meritalia had in the past.
Moschino collaborated with Gufram on the “Zipped Lips!” sofa.
Courtesy photo
WWD: What are some of the key challenges you are facing right now?
R.P.: One key challenge is expanding Meritalia, as the group is heavily investing in new collections with strong design names.
WWD: How are you leveraging social media and influencer marketing to target younger generations in the U.S.?
R.P.: Beyond relying on visuals, we’re focusing on real-world settings to show how these pieces can transform interiors. We’re also exploring collaborations with influencers and believe storytelling through online channels will resonate, especially as we roll out new campaigns tied to Salone.
WWD: What are your strategic marketing plans for 2026?
R.P.: We aim to strengthen storytelling through online campaigns, focusing on how our products can truly furnish and warm a space.
The Memphis Carlton shelf designed by Ettore Sottsass.
Courtesy of Artemest
WWD: How are you engaging with younger generations?
R.P.: This year for example we have new collaborations with Faye Toogood, a British designer, for a sofa collection, and with Cristian Mohaded, an Argentine designer, for a collection that tells cultural and social stories. [Meritalia will present Hug and Eyes, the new collaboration with Mohaded during Milan Design Week 2026]. We believe these pieces will resonate strongly with younger audiences.
WWD: Are there plans to expand online sales channels?
R.P.: Yes, we’re currently developing a global e-commerce platform of the Italian Radical Design group, launching right after Salone del Mobile.Milano. It will feature key products from Gufram, Memphis and Meritalia, including iconic pieces and contemporary works. This digital expansion will allow us to reach new customers and share forgotten or underappreciated items, such as certain Memphis designs, which many people thought were no longer in production.
WWD: Speaking of the contract segment, what current projects are you working on?
R.P.: We’re developing several projects. For example, we’re working on a venue in Ibiza, a large villa in Los Angeles and potentially a theater in California. These are smaller projects, but they align with our contract development goals.
WWD: Regarding global exhibitions, what are the standout events for your brands?
R.P.: Without a doubt, Salone del Mobile is the most important for us. As you know, it’s incredibly attractive and significant within the industry.
This year, we’re combining all three brands in one project: a villa showcasing their cohesion. Each room will be outfitted with historical and contemporary pieces from Gufram, Memphis and Meritalia, representing the “radical home” concept. It’s an opportunity to demonstrate that the three brands can work together to create something entirely cohesive and innovative.
WWD: Can you describe the difference between these brands in your own words?
R.P.: Gufram is explosive, glamourous and fashion-oriented, engaging emotionally with users — like the iconic Bocca or Cactus pieces that don’t require cultural context to appreciate. On the other hand, Memphis is more refined and often requires a cultural background to truly appreciate works tied to Sottsass’s legacy. Meanwhile, Meritalia spans both worlds, combining artist-driven designs by Gaetano Pesce with more conventional designs by figures like Achille and Pier Giacomo Castiglioni.
WWD: What are the primary and emerging markets for Italia Radical Design?
R.P.: Our primary markets include Italy and Europe, where these brands have historically been present and perform well. The U.S., however, represents an exciting frontier for us, especially since our presence there was limited before the group acquired the brands.
We’re now investing heavily in the U.S., collaborating with architects, distributors and studios to promote our brands. The U.S. market is very receptive because our products are niche and refined, matching American taste for exclusive design. We’re also exploring new markets in South America, particularly Argentina, where we’re working on a project with a local museum.
WWD: How do you foresee the South American market growing for design products?
R.P.: We’re optimistic! Radical design is well-received there, and I believe South America represents a commercially interesting area for us. Of course, we’re also continuing to monitor Asia, even though it’s been trending slower in recent years.
Gaetano Pesce poses with a resin creation.
Petra & Erik Hesmerg
WWD: What are your projections for 2026?
R.P.: Marketing and communication are our top priorities. Our new marketplace will help us advance digitally and reach younger communities.
Additionally, we’re actively rediscovering and reintroducing forgotten products. For example, some iconic Memphis pieces were thought to be out of production, so we plan to use online platforms to reconnect with audiences and tell their stories.
WWD: With regard to Meritalia and its history with Gaetano Pesce designs, it’s fascinating how Gaetano Pesce resonates internationally. Why do you think his designs continue to captivate audiences?
R.P.: Pesce’s experimentation, especially with resin, gives his work timeless appeal. Meritalia has been fortunate to collaborate extensively with him — not just for his resin editions but also on upholstered pieces like the Michetta and the Nubola sofas.
These creations remain highly contemporary and magnetic, particularly the luminous objects he’s known for. Globally, his work is very successful.
WWD: Did the group’s revenue grow in 2025 and what is the outlook for 2026?
R.P.: In 2025, we faced a moderation in performance, particularly in Asia, following the rapid market growth in 2023-2024. However, the U.S. and South America are showing promising results, with the first months of 2026 providing great satisfaction.
