In 2018, we identified a significant gap in the domestic market for mid-market luxury furniture, tailored specifically to the growing demographic of young, successful professionals in China. After conducting thorough market research, we set out to develop a collection that would offer premium materials and luxurious design without the excess, making luxury more attainable. Our guiding principle for this project was “Extravagant without extravagance,” ensuring that the collection maintained visual appeal and elegance while remaining accessible.
We created the Zuoyou Light Luxury Collection as a comprehensive, multi-layered line that includes over 50 collections and hundreds of items and designs. Our focus was on producing furniture that seamlessly integrated luxurious fabrics, designer leathers, and desirable accents, while also being versatile enough to blend harmoniously within various home settings. The range features modular cabinets and other elements that can be combined in multiple ways, offering flexibility and adaptability.
Throughout the project, we were responsible for the entire process: from creative direction and range planning to showroom design, material selection, and model development. We further enhanced the project by collaborating with two Italian ex-Natuzzi developers, who joined us to refine the models and ensure that the collection met global design standards while aligning with our vision of accessible luxury.
The Zuoyou Light Luxury Collection became the cornerstone range of Zuoyou’s mid-market luxury portfolio, offering an exceptional balance of affordability, luxury, and functionality. This extensive project firmly positioned Zuoyou at the forefront of the luxury furniture market in China, delivering a timeless collection that continues to resonate with modern consumers.
