B&B Italia - Euro Creations

Founded in 1966 by Piero Ambrogio Busnelli, B&B Italia stands out for its representation of contemporary culture and for its research and innovation, which has allowed the brand to create products with unique style and elegance.
The fruitful partnership between the company’s Research & Development Centre, a workshop for ideas and excellence, and the best international design professionals enabled the creation of iconic products which radically mark the history of design: Serie Up, Le Bambole, Charles and Camaleonda are just some of the products originated from the creative union between B&B Italia and the most prestigious design names including Antonio Citterio, Piero Lissoni, Mario Bellini, Gaetano Pesce, Naoto Fukasawa, Patricia Urquiola, Barber & Osgerby, Jeffrey Bernett, Michael Anastassiades, Monica Armani, Vincent Van Duysen, Foster+Partners, Gabriel Tan, Kensaku Oshiro and many others.
B&B Italia has been honoured numerous awards in its history including the five-time win of the most coveted award in Italian industrial design – the “Compasso d’Oro.

Serie Up, When Design Becomes a Statement

Some designs are created simply to be used. Others are made to say something.

Gaetano Pesce’s Serie Up, designed for B&B Italia in 1969, belongs firmly to the latter. With its voluptuous curves and unmistakable silhouette, the collection challenged conventional ideas of seating and introduced a new, more expressive language to modern design.

The best-known piece, UP5_6, pairs a sculptural armchair with a spherical ottoman connected by a cord. Its form was inspired by the female body, while the relationship between the two elements carries a deeper meaning — a reflection on freedom, restriction and the condition of women. What first appears playful and inviting reveals itself as a piece with a distinctly provocative point of view.

More than fifty years after its debut, Serie Up still feels daring. Its appeal lies not only in its shape, but in its ability to provoke curiosity, conversation and emotion — proof that the most memorable design can be both functional and deeply expressive.

Highlight Products

Product Category

Living

B&B Italia brings a bold, contemporary expression of Italian design to the living space. Its sofas, armchairs, low tables and storage systems balance generous comfort with distinctive forms and refined proportions.

Dining

B&B Italia dining collections create a distinctive setting for everyday rituals and shared occasions. Sculptural tables, refined chairs and functional storage pieces balance expressive forms.

Bedroom

B&B Italia transforms the bedroom into a calm, considered retreat. Upholstered beds, bedside tables and storage pieces are defined by soft geometry, refined materiality and a sense of visual lightness, creating a harmonious setting for rest.

Outdoor

B&B Italia extends its design vision into the open air with sofas, armchairs, dining collections, sunbeds and complements created for outdoor living. Innovative materials, enduring comfort and expressive forms shape inviting spaces in dialogue with nature.