Introducing Pretziada, a new Sardinian design brand

’Marria’ vases by Valentina Cameranesi Sgroi and Walter Usai

Based on the Italian island of Sardinia, Pretziada is an artisan design brand celebrating local craftsmen and international designers. Pictured: ’Marria’ vases by Valentina Cameranesi Sgroi and Walter Usai

(Image credit: Pretziada)

By Elly Parsons

last updated 28 October 2022

in Features

'We fell in love with this territory long ago for its wild and isolated nature,' says Californian set designer Kyre Chenven about Sardinia, where she chose to base her artisan design brand Pretziada. 'And as we got to know the people and the crafts and the culture, we were more and more astonished that so few people outside of Italy had ever heard of the island.'

Astute readers will know of the self-contained creative scene on the southern Italian island. Consider, for example, the colourfully curated pop-up Gallery FUMI space in Porto Cervo, which this summer celebrates its eighth consecutive year.

Motivated by the wealth of local craft and the 'Sardinian obsession with perfection', Chenven – with her partner, Milanese artist Ivano Atzori – aims to bring Sardinian traditions to a contemporary design audience. To do so, they have forged contacts with a diverse group of artisans and locals, pairing them with established international designers. 'We talk to everyone,' says Atzori, 'and we investigate whatever we find fascinating. We’re equally at home in a sheepfold or an artist’s studio – which has turned out to be quite handy.'

The nomadic pair has recently invested in a cluster of four abandoned houses that they're in the process of renovating. 'Having a physical headquarters will allow us to invite collaborators for longer periods of time, to get to know the island more intimately,' Chenven explains. So far, such collaborations include teaming up with Roman designer Valentina Cameranesi Sgroi for a pair of lustrous vases, and Parisian designer Ambroise Maggiar for a contemporary wrought iron fireplace set.

'We have plenty of new items in the works,' says Chenven, 'but it is a delicate balance. We need to make sure the designer is happy, the artisan feels validated and that the cultural tradition of the island is being respected.'

Pretziada (which means 'precious' in Sardinian) is spawned by a love affair with a tiny island. It has the potential to stretch to global proportions, but one gets the impression that isn't the point. 'Our new headquarters will be our own little world,' Chenven concludes, 'where we can welcome friends, strangers, builders, poets and troublemakers to discover the silence and beauty of our island home.'

part of the &rsquo;Ceremony&rsquo; wrought iron fireplace set, by Ambroise Maggiar and Fratelli Argiolas — Motivated by the wealth of artisanal crafts and the ’Sardinian obsession with perfection’, Pretziada’s founders – Kyre Chenven and Ivano Atzori – aim to bring the island’s traditions to a contemporary design audience. Pictured: part of the ’Ceremony’ wrought iron fireplace set, by Ambroise Maggiar and Fratelli Argiolas

&rsquo;Marria&rsquo; vases, by Valentina Cameranesi Sgroi and Walter Usai — To do so, they have forged contacts with a diverse group of artisans and locals, pairing them with established international designers. Pictured: ’Marria’ vases, by Valentina Cameranesi Sgroi and Walter Usai

The nomadic pair have recently invested in a cluster of four abandoned houses that they’re in the process of renovating. Pictured: Ivano Atzori and Kyre Chenven at the future Pretziada headquarters

sea shore — Pretziada is spawned by a love affair with a tiny, precious island. It has the potential to stretch to global proportions, but one gets the impression this isn’t the point

INFORMATION

For more information, visit the Pretziada website

Photography courtesy Pretziada

Elly Parsons is the Digital Editor of Wallpaper*, where she oversees Wallpaper.com and its social platforms. She has been with the brand since 2015 in various roles, spending time as digital writer – specialising in art, technology and contemporary culture – and as deputy digital editor. She was shortlisted for a PPA Award in 2017, has written extensively for many publications, and has contributed to three books. She is a guest lecturer in digital journalism at Goldsmiths University, London, where she also holds a masters degree in creative writing. Now, her main areas of expertise include content strategy, audience engagement, and social media.