Potocco brings its 2026 Catalogue directly into the spaces where its furniture takes form. Photographed entirely inside the company’s production facilities in Manzano, the project places the latest collections among machinery, materials, workstations and the people involved in their production. Under the new artistic direction of Rodolfo Agrella, photographer Beppe Brancato and stylist Sonia Pravato develop a visual language that keeps each product in focus while revealing the manufacturing processes behind it.
FURNITURE
The setting gives the catalogue a direct connection to Potocco’s daily activity. Carpenters, upholsterers and specialized artisans appear alongside finished furniture, tools and production equipment. Their presence makes material research and technical knowledge visible within the images and connects each design with the skills required to produce it.
The 2026 edition also traces Potocco’s development since its foundation in 1919. The catalogue links archival references with the company’s current direction during a period of generational transition. President Antonino Potocco continues to lead the company together with his daughters Alice and Marianna Potocco, who represent the fifth generation of the family.
Red provides one of the catalogue’s recurring visual elements. Potocco has historically used the color to identify prototypes intended for its permanent archive. Agrella brings that reference into the current visual identity, using red as a link between the company’s archive and its newest designs. The color appears throughout the catalogue as a recognizable detail without overtaking the furniture itself.
The photographed pieces include several collections presented during Salone del Mobile.Milano 2026. Favaretto&Partners designed the Petalus and Stadium collections, while Mario Ferrarini developed a new version of Solar together with Velvet. Studio Omi Tahara created Canyons, and Chiara Andreatti contributed Kira and the Tressa outdoor lounge armchair.
Hanne Willmann designed the outdoor version of Jade and Potocco’s first bed, extending the company’s catalogue into a new product category. The internal Potocco D&D team also presents the Side by Side table collection.
By keeping the entire photographic project inside the Manzano facility, Potocco turns production into part of the catalogue itself. The factory provides texture and context while allowing the furniture to remain the primary subject. Finished pieces appear close to the materials, processes and hands involved in their construction, giving the imagery a documentary character without separating design from manufacturing.
The catalogue ultimately records Potocco at a specific point in its development. New collections, a new artistic direction and a new generation of family leadership come together inside the same production spaces that continue to define the company’s work. Instead of treating the factory as something behind the finished product, the 2026 Catalogue brings it directly into view.
