Say Goodbye to the "Laundry Chair" and Hello to a More Stylish, Sustainable Way of Life 

Let's face it, that chair in your bedroom? The one piled with clothes that aren't quite dirty but not exactly fresh? It's a universal secret, a silent monument to our goodintentions clashing with busy lives and it might just be the most unexpected sustainability villain lurking in our homes.

According to Beko Europe research conducted by Ipsos Italy¹, around 6 out of 10 Italians have a specific piece of furniture or spot where they place those worn clothes that aren’t quite clean but not yet ready for the wash – a phenomenon that we call the "Laundry Chair”. But what if your "Laundry Chair" wasn't something to hide? What if it was a stylish design piece that actually helped you reduce your environmental impact?

Enter The Wash Less Project, a groundbreaking new piece of furniture, born from a collaboration between the Whirlpool brand and renowned furniture brand, Natuzzi. The result of this partnership features a chair designed by visionary architect, Fabio Novembre. At once a symbol of mindful living and an iconic piece of furniture that you can own, the chair is an innovative masterpiece that encourages a rethink of how we experience laundry– motivating less wasteful washing while making it easier to keep those “in-between clothes” fresher.

“You might be surprised to hear that Whirlpool is advocating for something that seems counterintuitive: washing less. Why? Because we recognize that over-washing has a significant environmental impact and small changes in our habits can make a big difference,” explains Mariana Rodrigues, Marketing Director Europe at Beko Europe “After a year in the making, we’re so excited to finally unveil ‘The Wash Less Project', an innovative initiative born from our partnership with design leaders Natuzzi and Novembre Studio. The result? A beautifully crafted product, brought to life with the renowned quality and craftsmanship of these two Italian icons.”

"This project isn't just about promoting a message; it's about embodying it. Our stunning designer chair serves as a tangible representation of this ethos, a daily reminder to reconsider our habits. Statistics show that 24%¹ of Italians wash clothes after a single use. Our goal is to challenge this behaviour and inspire change. Our chair isn't just a piece of furniture; it's a symbol of stylish, sustainable solutions for everyday life."

As the Whirlpool brand, our mission is to support our consumers’ journey to well-being - both personal and that of the planet - by simplifying their everyday life and enabling moments of self-care at home. This is because consumers feel the need to take care of themselves, but struggle to prioritize it. From the ambition to help our consumers easily adopt and prioritize sustainable behaviours, we created the EcoPlayer Platform and The Wash Less Project is the second initiative we developed to support our consumers to become EcoPlayers.

The new chair helps consumers live more sustainably while sparing the social embarrassment of their laundry chair. According to the Whirlpool research, 33% of us are consciously trying to wash clothes less often but struggle to manage an ever-growing laundry pile. In fact, 74%¹ admit to quickly hiding these unwashed items when guests arrive.

The end of wasteful washing: A timeless design icon for the age of sustainable living

Designed by renowned architect Fabio Novembre and produced by iconic furniture brand Natuzzi, this extraordinary chair elevates the concept of the "laundry chair" into a statement of sustainable living.

“In Italian, dress (abito) and inhabit (abitare) both derive from the Latin habeo, to have,” explains Fabio Novembre. “This deep linguistic connection invites us to reflect on how our sense of possession impacts the balance of the planet. Design is a tool to shape and define objects, and choosing to adorn a comfortable armchair with forms reminiscent of deer antlers adopts the symbol of that animal’s regeneration. This brings a daily reminder of sustainability and our relationship with the natural world into our relationship with the clothes we wear. ‘Wash Less’ becomes a mantra to be confronted with every day before wasting useless resources.

’Fabio Novembre’s new statement piece serves as both a comfortable seat and a practical valet stand that seamlessly integrates into any contemporary living space.

Pasquale Junior Natuzzi, Natuzzi’s Chief Creative Officer, describes why the iconic furniture brand was so excited to bring its distinctive flair to this project: “In this ambitious project, Italian craftsmanship, design, and technology are at the service of sustainability. The Wash Less Project reflects the identity of our brand, which has made research and innovation one of the cornerstones of a 65-year-long journey. I am confident that the public's response will be wonderful, as sustainability must always go hand in hand with human habits and behaviours, which in this case can evolve with great simplicity.”

A design that embodies sustainability

The Wash Less Project, a one-of-a-kind armchair with organic, rounded shapes that is perfect as a statement piece in the bedroom. Inspired by the common bedroom chair where clothes often pile up before being sorted, it transcends this humble origin through exciting design and an inspirational message. It is a statement piece that combines functionality with aesthetic appeal.

The chair’s design serves as both a comfortable seat and a practical valet stand, seamlessly integrating into any space, while encouraging mindful clothing care by offering an elegant place for garments. This encourages a natural flow from wearing, to airing, re-wearing and washing - thereby reducing unnecessary washes, saving energy and water, minimising fiber damage, and ultimately extending the life of your clothes.

Crafted with a durable steel frame, it is upholstered in a warm white cover made from Ecoplen^®2. This innovative self-cleaning fabric³ is created from recycled PET bottles and provides a surface that is at once pleasing to the touch and that can maintain freshness by eliminating fungi, bacteria, viruses, and odors⁴. The design also reminds users of its sustainability function, thanks to the slogan “Wash Less”, which is embroidered on the seat.

Beyond Clean Clothes: Whirlpool & Natuzzi Present a More Mindful Approach to Laundry

The Beko Europe study revealed a fascinating dichotomy: 71%¹ express concern for environmental issues and 72%¹ are conscious of the fact that the usage of domestic appliances has an impact on the environment but nearly 87%¹ of survey respondents say they do their laundry multiple times a week - and 37%¹ almost daily!¹ The Wash Less Project offers a chance to reduce unnecessary washes, conserving both water and energy and acting as a visual and behavioural “pause button”, prompting a conscious decision about whether washing is truly necessary.

“With The Wash Less Project, we’re encouraging people to rethink their laundry habits,” says Mariana Rodrigues, Marketing Director Europe at Beko Europe. “By promoting more mindful consumption, we aim to help our consumers save resources while enjoying beautifully designed homes. It’s about making sustainable choices without compromising on style.”

According to Beko Europe research, the typical "laundry chair" or spot customarily holds an average of 3.4 items5 – often t-shirts, jeans, and knitwear – and is usually found in the bedroom.

Starting from October 7th the new chair is available6 on the Whirlpool e-commerce site and in all Italian Natuzzi Italia stores.

A unique launch to start the Wash Less conversation

In line with the vital social and environmental mission behind the chair, its launch will be part of a vibrant marketing campaign that will help to promote the vital “Wash Less to Impress” message. This will include a thought-provoking art installation in Milan's busy city square - Piazza Gae Aulenti. The installation will feature a giant laundry chair covered in used clothes, highlighting the insight behind the campaign. Further launch activity through digital out of home advertising and social media will promote the new chair and amplify the Wash Less sustainability message.

About Beko Europe

Beko Europe is a leading home appliance company dedicated to transforming the lives of its customers through a wide range of innovative and sustainable home products and solutions. The newly formed Beko Europe is 75% owned by Beko B.V . and 25% owned by Whirlpool Corporation. Beko Europe has 16 brands owned or used under limited license (Beko, Whirlpool*, Grundig, Hotpoint, Arctic, Ariston*, Leisure, Indesit, Blomberg, Bauknecht, ElektraBregenz, Privileg, Flavel, Altus, Ignis, Polar).

* Licensee limited to certain jurisdictions.

About Natuzzi

Founded in 1959 by Pasquale Natuzzi, Natuzzi S.p.A. is one of the most renowned brands in the production and distribution of design and luxury furniture. With a global retail network of 678 mono-brand stores and 456 galleries as of December 31, 2023, Natuzzi distributes its collections worldwide. Natuzzi products are the embodiment of Italian design and craftsmanship, expressing the “Made in Italy” tradition at its best. Natuzzi S.p.A. has been listed on the New York Stock Exchange since May 13, 1993. Always committed to social responsibility and environmental sustainability since its inception, Natuzzi S.p.A. is ISO 9001 and 14001 certified (Quality and Environment), ISO 45001 certified (Safety in the Workplace) and FSC^® Chain of Custody, CoC (FSC-C131540).

About Novembre Studio

Novembre Studio, under the guidance of Fabio Novembre, has been operating for over twenty-five years in various areas related to design: architecture, interiors, product and graphic design. His works include buildings for large private institutions, hotels, retail systems and residential projects. Thanks to the visionary approach and the highly recognizable sign of the founder, Novembre Studio's projects are published all over the world.

Whirlpool® mark used under license

¹ IPSOS Italy Research, August 2024, Base ‘Total sample’ =1502

² Ecoplen is a registered trademark in the European Union, owned by Francisco Pérez Las (CEO of Atenzza Outdoor SL), with application number 018868501. Produced by Atenzza Outdoor SL, a Spanish company that manufactures technical fabrics for upholstery indoor/outdoor. Ecoplen® refers to the fabric that self-cleans (if the origin of the stain is organic) and self-disinfects (fungi, bacteria and viruses).

³ Referred to Organic stains. Organic stains are removed by simply exposing the fabric to sunlight; the cleaning process that takes around 10 days. Fabric should be exposed directly to the sun for 48 to 72 hours for optimal results, with a recommended 10-day exposure for complete removal.

⁴ Laboratory tests from Microbiological Solutions Ltd (www.msl.io) and Eurofins (www.eurofins.es)

⁵ IPSOS Italy Research, August 2024, Base ‘Hanging clothes on a spot OR Leave the clothes on furniture’ = 879. Q20. Thinking about the place/furniture where you usually put worn clothing, how many items are there on average?

⁶ A first production batch of armchair being a limited number of 100 pieces to be sold by Natuzzi and 100 to be sold by Whirlpool will be offered in the Natuzzi stores and in the Whirlpool.it and Whirlpool.fr online stores at a launch price of 1000 euros. Once the 200 pieces are sold out, the armchair will be available at the suggested retail price of 1.500 euros through the Natuzzi store network.