With the claim Ten Years of Gioia, Novamobili, the Battistella Company brand dedicated to furnishings and systems for the living and sleeping area, celebrates an important milestone: ten years of presence in Milan with its flagship store in via Melchiorre Gioia 6/8. A name that evokes not only the address but also the emotion that this space has been able to convey over time, becoming a symbol of hospitality, style and made-to-measure design.
Inaugurated in 2015 in the dynamic Porta Nuova district, the showroom immediately established itself as a multifunctional space of 500 sq.m in which to welcome designers, retailers and private customers from all over the world. A place for meeting and exchange, not only a showcase for the rich Novamobili catalogue, but a real reference point for architects and interior designers.
‘We are very happy to celebrate this anniversary,’ comments Alberto Battistella, General Manager of Novamobili, ’an important milestone which also represents the realisation of a dream. We are grateful to all the people who, day after day, have contributed and continue to contribute to making this space a hub of creativity and innovation to give life to unique projects designed to make people feel good in their homes. In these ten years we have welcomed more than twelve thousand visitors, including clients, architects, designers and enthusiasts, accompanying them in their search for inspiration and unique solutions. Their trust is our greatest recognition.’
To celebrate this important milestone, the company has chosen to publish a photographic book retracing the most significant moments and events of this decade: a collector’s volume that preserves the memory of the space and its evolution.
The flagship store now presents itself with a new layout that reaffirms its central role in both the national and international panorama, presenting new products and furnishing solutions by Novamobili. These include Dedalo, an innovative upright system, versatile and customisable, designed for different rooms in the home, together with three new finishes that further enrich the brand’s offer.
The showroom is divided into five settings – two dedicated to the living area and three to the sleeping area – that fully express the company’s philosophy, based on the perfect balance between style and comfort, with the aim of creating spaces that put the well-being of the person at the centre. The first living area is distinguished by a natural palette: the new blond walnut veneer blends harmoniously with warm accents such as terracotta, mahogany and terra oak, together with modern materials such as smoked glass and light stone. Here we find the Rea table with Calacatta Grey top, the Navy fabric chairs, the Bay sideboard with slatted door and coplanar sliding opening, and the imposing Avenue sofa that defines two distinct relaxation areas, completed by Balance coffee tables, the Hamptons armchair and the Freebook bookcases.
The first sleeping area offers a more intimate and sophisticated atmosphere, dominated by the Dedalo system in a burnished oxidised lacquered double-sided floor/ceiling version with leather inserts. Two Dedalo walls separate an area with Layer sliding wardrobe, Sommier bed with storage unit and backlit headboard, from a space with Crystal wardrobe and Giro-giro chest of drawers, completed by a bar area with Twist stools and Wall 30 bookcase. In the second night area, the focus is on the Stave wardrobe, with curved modules and vertical slatted doors in dove-grey lacquer, which surrounds the Mizu bed in light oak. Inside, a highly equipped Break walk-in wardrobe demonstrates the versatility and modularity of Novamobili proposals.
The Dedalo system returns as a protagonist in the second living area, in a corner composition that acts as a divider with the third sleeping area. The fluidity of the materials – glass, leather, light oak – accompanies the curved elegance of the Blossom sofa and the Sunny dining table with Guatemala green marble top.
In the adjoining room, the Matisse bed in light oak with leather trays is flanked by a large wardrobe area composed of the Perry wardrobe and two Dedalo floor-to-ceiling modules that function as a desk and dressing table.
Dedalo, available from next autumn, fully embodies Novamobili’s distinctive values: design fluidity, stylistic versatility and functional eclecticism. Designed to adapt to any room in the home, from the living area to the bedroom, through to the entrance hall and home office, Dedalo allows made-to-measure configurations thanks to the combination of aluminium uprights – painted or covered in oak – and glass, leather, wood, light stone or lacquered shelves. The modules, in widths from 45 to 120 cm, can integrate accessories such as mirrors, TV frames, storage units, drawer units, desks, bottle racks, hanging kits, tie racks, coated boxes and LED lighting.
The wide variety of materials – a true trademark of Novamobili – allows for highly customised aesthetics: modern and minimal, warm and cosy or classic and elegant. Attention to detail is evident in the conical shape of the boxes and the introduction of blond walnut among the finishes, an absolute novelty in the 2025 catalogue, together with integrated lighting that enhances the functionality and refinement of the system.
With Dedalo and the new installation, Novamobili celebrates not only ten years of presence in Milan, but also a vision of contemporary living that places the evolution of space and daily well-being at the centre.
