Medameda, the duo of designers Alberto and Francesco Meda, chooses a reassuring, composed style: "We try to design objects with a simple, unified image, products that don't shout out", say the designers. "We avoid extravagant forms and pay special attention to ensuring an effective relationship among the different components in objects, and between objects and the people who use them".

The result is a collection featuring organic, flowing lines that are never over-designed, with a cross-cutting nature produced by the interaction of designers of two generations, father and son.

The value of this partnership becomes symbolic, evoking the heritage of a company with a great family tradition, in which the designers have found an ideal counterpart in terms of design sensibility and readiness and technical abilty to accept and develop the project.

Medameda's organic character appears to be the natural result of these synergies, translating into an efficient, long-lasting, reliable collection.