On the occasion of NYCxDesign 2019, B&B Italia celebrated the 50th Anniversary of the iconic Up Series. The Store in Madison Avenue hosted an immersive installation entirely dedicated to Up5_6 to celebrate the legendary Gaetano Pesce’s armchair paying homage to its past and showing its continuous look to the future with a display of the Up 50 special edition in a striking beige and petrol green striped UP50 Special Edition fabric. B&B Italia hosted a Cocktail Party with the iconic Up chair as its central theme celebrating its history, from 1969 until the present day, with several references to its origins, for example the waiting staff's attire inspired by the one of the famous ’69 advertising campaign.
 

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