Discover B&B Italia at Euro Creations Bangkok

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 luxury contemporary furniture 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 have radically marked 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 with numerous awards in its history including the five-time win of the most coveted award in Italian industrial design – the “Compasso d’Oro

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.

Where can I view the B&B Italia collection in Bangkok?

The full B&B Italia Bangkok collection is displayed at Euro Creations Thonglor.  The gallery is open daily from 10:00 AM to 7:00 PM, and appointments can be arranged on +662 712 9555.

What types of B&B Italia sofas are available at Euro Creations?

Every B&B Italia sofa in our collection reflects the brand's decades of research into form, comfort and materials, from iconic sculptural pieces such as the Camaleonda, Tufty-Time 20, to modular systems designed by names like Antonio Citterio and Piero Lissoni. Two-seater, three-seater, corner and modular configurations are available, upholstered in a wide range of fabrics or leathers.

Can B&B Italia furniture be customised to suit my space?

Yes. B&B Italia offers extensive customisation across most collections, including a choice of fabrics, leathers, finishes and — for selected pieces — modifications to dimensions. Our team at Euro Creations can walk you through the full sample library in-showroom and help you specify a piece that fits your interior, lighting and lifestyle.

What makes B&B Italia stand out as luxury contemporary furniture?

B&B Italia is regarded as one of the defining names in luxury contemporary furniture thanks to its long-standing collaborations with leading international designers, its in-house Research & Development Centre, and its pioneering use of materials such as cold-moulded polyurethane foam. The result is furniture that balances sculptural design with genuine, everyday comfort — all produced in Italy.

Beyond sofas, what other B&B Italia products do you carry?

Our showrooms feature the full B&B Italia range, spanning Living (sofas, armchairs, low tables and storage), Dining (tables, chairs and storage), Bedroom (upholstered beds, bedside tables and storage) and Outdoor (sofas, armchairs, dining collections, sunbeds and complements). Visit any Euro Creations to see the current pieces in situ or speak with our consultants about ordering specific configurations.