Sectio: Iconic chair that combines Japanese Minimalism and Modernist Design

Évoque Lab, based in Milan, is an innovative design studio led by architects Paola Frascerra and Emanuele Longo. Initially specialising in creative digital imagery and art direction, the studio has gained recognition for creating immersive visual narratives and digital spaces that help brands such as IKEA, Rinascente and Harman/Kardon communicate effectively.

Over time, Évoque Lab has expanded its work, taking a multidisciplinary approach encompassing interior design, product design and education. The studio’s founders currently teach interior design at LABASAD, Barcelona’s master’s programme, reflecting their commitment to educating a new generation of designers.

Their first major project, demonstrating this evolution, was the design of the furniture and spatial layout for Benedetta Bruzziches’ new showroom, located in the prestigious Massimo Bonini on Via Manzoni in Milan.

Évoque Lab continues to use 3D as a tool to explore new design and conceptual paths, believing that intelligent and thoughtful use of 3D can become a powerful medium for communicating vision and elevating the design process. It was from digital exploration that the SECTIO furniture project was born.

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Sectio made its debut at the Never Seen exhibition, during Milan Design Week 2024. The design draws inspiration from the heritage of modernism, Swiss design and Japanese culture. The chair becomes a visual archetype that reflects the studio’s approach: linear, essential and deeply rooted in the dialogue between architecture and design. With its shape, it resembles a Japanese ideogram, with its mass a monolith, and with its form a graphic poster. The purity of form plays a key role, leading to the abstraction typical of Japanese culture.

Upon publication, Sectio quickly gained recognition and went viral. Évoque Lab is currently focusing on refining the project, developing prototypes and building relationships with galleries and business partners to bring it to a wider market.

The Évoque Lab studio continues to evolve, staying true to its core values: precision, creativity and exploration. Whether in digital media, interior spaces or product design, the studio’s work invariably combines different disciplines to create projects that are not only visually appealing but also deeply thoughtful.

See also: Furniture | Minimalism | Detail | Curiosities | Interiors | Italy