San Francisco’s Newest Showroom, Dsegnare, Puts a Stylish Spin on Office Life



With 15 years in the design business and one successful showroom already under his belt, Cardenio Petrucci set out to create a new San Francisco design destination. His endeavor, Dsegnare (from the Italian word disegnare, meaning to design), is a 10,000-square-foot showroom in the heart of the design district that aims, Petrucci says, to “blur the line between work and home.”

After selling his first showroom, Dzine, last year, the furniture guru’s focus shifted from residential to commercial projects. The concept behind Dsegnare is a fusion of his experience in both realms. “The modern office is more like home,” he explains. “You spend so much time there, it should have more of a comfortable feel.”

Petrucci designed the showroom to be a minimalist backdrop for his carefully curated collections. “Furniture, art and artifacts should tell a story,” he says. He washed the space entirely in white and exposed original concrete floors. Large windows in the front and back of the store and a skylight that cuts through the length of the ceiling flood the venue with light. And upstairs, a lofty second floor provides additional space for the ever-changing array of furniture, lighting, accessories and rugs by local and international studios including Established & Sons, Alessi and David Weeks. Dsegnare also nabbed the exclusive debut of Hong Kong–based designer Michael Young’s latest creation for Coalesse, the carbon fiber <5_MY Chair, which weighs in at less than five pounds but can support up to 300 pounds. Another standout piece is the Cloud sofa for Lema by industrial designer Francesco Rota. The showroom will also soon debut a signature ceramic line designed by internationally renowned architects and designers, to be handcrafted in California by local artisans. “The beauty of the collection is that each piece is different and never quite perfect,” Petrucci says.

Ultimately, Dsegnare’s design philosophy is that at work or at home, our environment should reflect our desire to be comfortable and surrounded by objects that delight and inspire us. The office is no longer just a place for work. “It’s a meeting place,” says Petrucci. “A communal space of creativity.”

A version of this article appeared in the September 2014 issue of San Francisco Cottages & Gardens with the headline: Work and Pleasure.

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