Studio visit: meet the designers behind the Wa Side Table
Meet the creative minds behind the versatile Wa side table—the Milan-based Cono Design Studio. Founded by Francesco Ibrahim, Ginevra Franchi, and Davide Piersanti, Cono Design Studio was born out of a deep friendship and a shared passion for design. Dive into our story, where we reveal the design secrets and learn how shared design vision led to a seamless collaboration, resulting in a piece that perfectly balances functionality and aesthetics.
The studio’s unique approach
The Cono Studio's vision is to express a design philosophy that centers on human interaction with both tangible and intangible objects that surround us every day. For Cono, design isn’t just about function; it’s about creating meaningful experiences that connect people with the world around them, and every project is a journey. There’s no linear path, as the team tailors their approach to suit each specific design challenge. This transversality—the ability to shift between product development, branding, and strategy creation—is what breathes life into their creative process.
“Our projects don’t follow a set formula,” the team says. “Each one has its own process, from prototypes and finishes to drawings and customer interactions. It’s in this process that our designs come to life.” This fluid, iterative process is exactly what led to the creation of the Wa side table.
Designing for noo.ma: a natural fit
The collaboration between Cono Design Studio and noo.ma emerged from a period of intense experimentation within the studio. Cono was searching for a distinctive design language, and noo.ma’s strong identity and formal language provided the perfect synergy. “We saw in noo.ma the ability to create a strong communicative identity, and that’s where the idea to collaborate was born,” says Cono Design Studio. “We were inspired to develop a product that reflected our shared values.”
Inspirations behind the Wa side table
The Wa side table was inspired by the simplicity of elementary geometric shapes. Cono Design Studio wanted to create an object that would offer a fresh perspective from every angle. By breaking the design down into its core elements, they created a piece that feels dynamic and engaging from any viewpoint.
“One of the main features is the open, cylindrical ‘chest’—a space where you can store items like books, phones, or plants,” the designers explain. “It’s an object that blends into your everyday moments, providing functionality with a simple, minimalist aesthetic.”
The design is meant to seamlessly fit into any home, serving as both a functional piece and a stylish addition to any room. With its clean lines and welcoming curves, the Wa side table invites you to interact with it, making it a perfect companion for modern living spaces.
The initial spark
The journey of designing the Wa side table began over a year ago. The first sketches and ideas presented to noo.ma quickly caught their interest, setting in motion a collaborative development process. From initial concept to final product, the design underwent several stages of transformation.
The designers worked closely with noo.ma, refining the shape through 3D modeling and prototype development to better understand how the piece would fit into a variety of environments. This process included intensive discussions around production, materials, finishes, and how to optimize the table for practical use without compromising its elegant design.
The first ideas came to life a year ago. We immersed ourselves in the production process, refining every detail to ensure the final product not only embodied our vision but also reflected the essence of noo.ma.
–Cono Studio
