Between utilitarian objects and those that seduce, we encounter rarer pieces: those that invite an intimate journey. noi., a young Italian-Brazilian project founded by Juliana Valeriano and the designer Lorenzo Olivetto, who leads it creatively, belongs precisely to this category.
Unlike brands that collect shapes like they line up marketing arguments, we. claims a unique territory: one where the object becomes conversation, where matter becomes thought, where design rediscovers that emotional charge that the market sometimes forgets to honor.
“Not objects to own, but to live with », affirms the brand's manifesto, condensing into a formula the ambition to make design an experience above all else.
The story begins with a simple premise: our lives are full of imperfections and contradictions, so why should our objects be any different? This reflection lies at the heart of the first collection of we., MyMistakewhich explores the notion of error – not as a blunder to be corrected, but as a fertile starting point. In the collection's presentation document, designer Lorenzo Olivetto asks: "What if imperfection was the most honest place to start?" »
This question permeates the entirety of MyMistake and defines its scope: transforming error into a space to inhabit, a territory of expression, almost an identity. However, this is a field of exploration specific to this first collection, and not a fixed principle of the brand, whose future offerings will focus on other dimensions of human experience.
MyMistake Chair It embodies this philosophy with astonishing clarity. A chair on one side, a chaise longue on the other, it rejects any fixed orientation, any hierarchy between a "good" and a "bad" way. Its asymmetrical, free, almost unstable silhouette stands in direct opposition to contemporary design's obsession with symmetry and control. It is not there to correct our posture, but to question our relationship to our own limitations. It reads more as a sign than as a seat. Moreover, Lorenzo Olivetto insists: « It's not a chair you sit on. It's a chair you sit with. » The distinction is subtle and fundamental. We no longer consume an object: we coexist with an idea.
This same shift is found in MyMistake MirrorThis piece is equally radical. Unlike traditional mirrors, which promise a faithful—or at least flattering—reflection, this one distorts, fragments, and exposes blind spots. It forces us to consider imperfection not as a flaw to be concealed, but as a personal signature. The designer wants the object to confront us with our own image without indulgence, but also without judgment. Error then becomes a language, a new framework for self-interpretation. The mirror rejects conformity, adopting an openly "anti-formist" stance, according to the press release.
Both pieces are produced in a limited edition – 50 chairs, 25 mirrors – and 3D printed from recycled polymers. This technical choice is not only about sustainability, but also about meaning: the material lends itself to transformation and irregularities, like a metaphor for what MyMistake seeks to enhance value. Each piece is then authenticated with NFT via an NFC chip, giving the object a traceable, almost biographical existence. Even the colors carry an emotional charge: Amber Echo, Violet Medusa, Lucid Void… Names that evoke less a palette than an emotional state.
The registration of we. In the contemporary design landscape, this becomes clear. At a time when the market for collectible designer furniture exceeds $50 billion and is shifting towards narrative and emotional pieces, the brand offers an alternative that is both conceptual and profoundly accessible: not objects to admire, but objects that look back at us. The promise is not to decorate a space, but to open a dialogue with those who inhabit it.
noi. is perhaps this above all: an attempt to restore to the object the power to provoke thought. To make design a place of questioning. To offer, in a world saturated with certainties, the precious possibility of standing on the threshold of error – and perhaps finding there a truth.
