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casastilen.16 september 2011 e-mag Living
trends
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Magazine17. New Fido Emotions _ Ballarini, a healthy diet _ Alluflon keep the recession at bay _ Yankee Candle opens in Coin _ 18. Italian products sell well abroad _ Morandin Regali winner of GIA Italy _ Introducing Lagostina _
When you find this symbol you find an active linkFront pageGifts, gifts, gifts!
ShowcaseInterpreting trends
What’s hot“Hot” signals from the whole world
ExhibitionsTendence, products and ideas for future markets
Las Vegas Market, good vibes from the USA
Macef, full steam ahead and abroad
Maison&objet. Paris redoubles its own “singularity”
The next appointments
Front pageGifts, gifts, gifts!Product trends The latest from the Autumn trade fairs
Cake design, sugar artIt’s the very latest thing (partially due to the enormous success of television programmes): lots of new products to make life easierfor the home-made “cake boss”.
ChildrenBy teaching children about kitchen objects and tableware they have become new targets for the market. Adults feel like children again. Shiny objects inject playfulnesss and imagination into everyday life.
Team work In other words, form synergies withother sectors, such as food andhealth, to create transversal productswhich combine different items.
We are a race of collectors Ongoing collections which developyear by year (a powerful retentiontool for consumers), and becomesomething of a family heirloom.
casastile n.16 - september 2011
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New products in store Identifying new targets, creating new opportunities, obser-ving and intercepting trends and consumer behaviour: theseare essential abilities when it comes to interpreting (espe-cially with Christmas on the horizon) gifts. Product selection,of course, is important, together with the language andcodes utilised in window displays and visuals. These toolshave to attract customers on an emotional level, draw themin, engage their interest and ultimately make them want toenter the store. Therefore, in-store promotional events aremost important, such as pre-Christmas previews of pro-ducts or creative use of the internet to create an assortmentof personalised gifts… Furthermore, the last (but by nomeans least) element to consider has to be packaging,which, in effect is a calling card for the store, both for theperson buying the gift as well as the person receiving it. Theretailer can really express himself with attractive packagingwhich coincides with the image of the store, via the use ofpersonalised wrapping paper and themed wrapping paper,eye-catching ribbons, room fragrances and decorations inline with a different theme each year. n1
1. Together with other products
Brizzolari presents Essence -
scented ribbons, the different
colours indicate different
fragrances and the wooden
self-adhesive decorations add a
personal touch when wrapping
gifts
2. Festive visuals by Almi Décor
for Christmas
3. Ivoire is the name of the
Christmas table by Villeroy&Boch
Silikomart, Wondercake
Leonardo, Folktale
Wald, Felice Nostalgia2 3
PASSIONEIl ballo più appassionato
nella porcellana più espressiva.
Equilibrio, movimento e precisione
con tutta la forza dei sorprendenti
colori della tavolozza Lladró.
Una porcellana fatta a mano
negli atelier Lladró
a Valencia – Spagna.
Tango appassionato37 x 37 cmSerie limitata
N. verde: 800 463 [email protected]
Showcase
Lots of ideas for cake-loversinspired by “Cake Boss” from television
Cakemania
1. These romantic, retro objects in soft pastelshades inspired by patisseries combine bothpop and the atmosphere of the eighteenthcentury. By Easy Life.
2. The Dessert line within the Baroque andRock collection by Baci Milano includes a spatula, cake knife, cake stand and plate, all made of clear acrylic. Each item isavailable in 8 different colours and the wholeset comes in an eye-catching gift box.
3. Tescoma has created a set of 19 biscuitcutters, complete with instructions andrecipes. The perfect tools for makingdelicious shortbread or gingerbread nativitydecorations.
4. The Xmas Candy collection of decorationsby Villa d’Este feature charming replicas of gingerbread houses and biscuits.
5. Following the ever popular trend for cakedecoration Silikomart’’ss “Let’s Celebrate” line of moulds has introduced “Bon ton”. The modern eye-catching silicone designsare100% Italian.
6. With cake decoration in mind, as well asplates, tablecloths and napkins KNindustriehas introduced two Christmas-themed setscomposed of two laser-cut stencils and agold spray (for food).
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3. TESCOMA Delicia
1. EASY LIFE Romantic Memories
6. KNINDUSTRIE
2. BACI MILANO
5. LLADRÒ Xxxxxxxxxxx
4. VILLA D’ESTE Xmas Candy
5. SILIKOMART Bon ton
Showcase
New concepts for new salesof new products
Boxes galore
1. By Coltellerie Berti an original gift idea: a set containing a regional pocket knife and,taking inspiration from the old Italian saying“a man should never leave home withoutsomething to cut with, tie with and light with”,string and matches.
2. ChefYourself by Maxwell & Williamsechoes the colours and design of the brandfor its kitchen utensils, objects and foodmixes for those sugar-craving moments. These include a hot chocolate set comprisingfour porcelain mugs and spoons and a hotchocolate powder mix from Baratti e Milano.
3. The Gift box by Villa Buti is both classyand elegant. It contains scented candles androom fragrance in a mouth-blown glass bottle(27 different fragrances to choose from).
4. The latest chapter of I Love Cooking by Ballarini (themed cooking sets made incollaboration with some of the most importanttraditional Italian food brands) focuses on flans.The set contains a spring-based tin, a jar of organic Fiordifrutta jam by Rigoni d’Asiago,a rolling pin, a spatula and a recipe book.
5. It’s a case of work in progress for theproject named You chef by Risolì.Three topics; Prestige, Kids and Gluten freeare interpreted via cooking equipment andtop-quality food products.
6. Everything one could possibly need forcreating one of the most celebrated dishes of French cuisine: the Foie Gras kit fromEmile Henry comprises a Ceradon dish, a weight and an oven thermometer.
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3. VILLA BUTI Gift box
2. MAXWELL&WILLIAMSChefYourself
4. BALLARINI iLC Crostata 5. RISOLÌ You Chef 6. EMILE HENRY
1. BERTI Fratelli d’Italia
talk to
Casastileclick here
S h o w c a s e
Christmas is for children,
or at least for those of us who
are still children at heart
C h i l d ren holidays
1. Special gift ideas created by Ottaviani for
children. Brightly-coloured photo frames with
charms, albums, charming jewellery boxes
and adorable stuffed toys embellished with
a silver button.
2. WMF has focused its creativity
on children for the past years with its
ergonomically- designed cutlery for small
hands. For Christmas 2011 it has joined
forces with Disney to produce new lines
decorated with some of the most famous
cartoon characters: Winnie the Pooh, the
Disney Princesses and Cars.
3. A favourite of children today and also
from yesteryear. De Buyer presents
Dinosauro original biscuit moulds made
of silicone, entirely produced in Europe.
www.debuyer.com
4. This is for people who reinterpret everyday
objects and hunt out the new and surprising.
The new e-my brand by Guzzini reinterprets
ordinary items, giving them a contemporary,
fresh twist. In the photo Tondododici,
a wall clock with 12 magnets.
5. Villeroy&Boch’s Christmas is rich and
varied. The collections are inspired by
childhood, and toys in particular. A whole
world narrated by objects for the table and
coordinated ornaments for the home,
the tree and the traditional Christmas table
centrepiece.
www.villeroy-boch.it
6. Zack!designs’ new sets containing
a melamine egg cup and spoon in fresh
fashionable colours: mustard, blueberry and
grape would make lovely gifts for children
and adults alike.
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2. WMF Cars set
4. E-MY Tondododici
1. OTTAVIANI Home collection
5. VILLEROY&BOCH Toy’s Delight
3. DE BUYER Dinosauro
6. ZACK! Limited trend edition
read
C a s a s t i l eflip version
S h o w c a s e
Decorate your house in style
this Christmas
Each to his own Christmas
1. Timeless elegance. Unmistakably classic
but unique at the same time, these jasper
decorations which represent the essence
of Wedgwood form a collection which will
complete and enhance the home year after
a year like a family heirloom.
2. Oriental minimalism. These unique origami
decorations by L’Abitare by Corrado Corradi
are actually made of biscuit porcelain.
3. Playful design. This fun nativity scene
by Massimo Giacon for Alessi now features
some new characters Trotto&Ernesto, the
blacksmith and his horse, Pina Farina &
Fiona Fish, the baker and the fishmonger.
4. Eco-sustainable. The linear design of this
cardboard Christmas tree is by Essent’ial.
Easy to assemble and available in a small
version in green as a centrepiece and a larger
size for the living room in brown.
5. Precious elegance. A limited edition of
baubles and bells for 2011 by Llladrò. These
exquisite decorations are made of opaque
porcelain and decorated with turquoise or
gilded enamel and a charming winter
landscape. They can be hung from the tree
on matching organza ribbons.
www.lladro.com
6. US style. The new porcelain decorations
by Lenox are decidedly American and evoke
the magical atmosphere of towering
Christmas trees and glittering parties.
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2. L’ABITARE Origami
4. ESSENT’IAL Santa Claus
6. LENOX
1. WEDGWOOD Jasper
5. LLADRÒ
3. ALESSI Presepe
S U B S C R I B E
C a s a s t i l e
click here
1
2
Vademecum by FCLW h a t ’s Hot by FC L w w w. f u t u re c o n c e p t l a b . c o m
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• In marketing, a shift from
military strategy to a visionary
design outlook.
• Actively develop concepts
and desires, in addition
to passively analysing trends
and needs.
• Follow trends to aim at
targets; live scenarios to
propose concepts and create
your own demand.
• Cease pursuing trends
and begin constructing them
together with those who create
them: this is the purpose
of concepts.
• A permanent link must be
established between those who
stimulate projects and life
scenarios.
HOT 1. Perugia
Lemuria
Lemuria is a brand that was created in
2006 by the Umbrian designer Susanna
Gioia. Her work on the body and on the
concept of fit has led to the construction of
a new concept of clothing. The Libero
Arbitrio (Free Will) collection is made-up of
almost 40 polymorphic garments that are
able to transform themselves around the
body, creating different shapes and forms
that depending on the combination can
become truly different garments. A collec-
tion that was imagined in order to offer the
wearer freedom of choice, each garment is
a meeting of forms that each individual can
interpret in their own way by simply using
the creativity and silhouette of their own
b o d y. The materials used (jersey and
stretch fabrics) offer a platform for experi-
mentation, making it possible for anyone to
become the creator and “modeller” of their
own garment. ■
HOT 2. Nederland
Oat-shoes
The two Dutch designers Christiaan Maats
and Dirk-Jan Oudshoorn are the inventors
of the first completely biodegradable snea-
kers, the product they won second prize
with at the Green Fashion Competition at
the Amsterdam International Fashion
Week. Oat Shoes, the result of almost two
years of re s e a rch, are created from natural
materials that are totally biodegradable
(maize, hemp, cotton, bleach without any
chlorine, and biodegradable plastic) and for
this reason, once the shoes have exhau-
sted their life cycle they can be composted
or planted in the ground. On the tongue of
each shoe seeds have been inserted that
will make it blossom. The first collection, the
Virgin Collection, is to be produced in
Bulgaria and will re p resent an important
step forward towards reconciliation bet-
ween nature and industry, on which the
f u t u re of fashion will depend. ■
34 • Working on new concepts
means offering the advancedperson an existential, ongoingand flexible service.
• It is difficult to navigate alone in advanced scenarios:you must seek partners.
• Planners, designers, artistsmust participate in thedevelopment of new concepts.
• You must be able to detachyourself rapidly and invent in advance what is not yetperceived as necessary.
• In conclusion: we will see the future only if we areprepared to design it.
Vademecum by FCL
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What’s Hot by FCL
HOT 3. Molfetta (BA)Le nuove T-shirtThe intergenerational nature of the t-shirt,renders it a kind of icon able to convey sha-red values even at “different” times of life,for example, even at a decidedly more adultage. It is an item of clothing that is able torender the wearer “brilliant” and strikingwith ease and simplicity. Frullab has pre-sented its 2011-2012 collections for youngadults where t-shirts and sweatshirts incor-porate beloved cartoon or TV show cha-racters from the past, including SusannaPitu Pitum Pah, Susanna So chic and TopoGigio, all with a dash of irony and a senseof fun. Instead Little Miss Sunshine is a lineof T-shirts by the American company JunkFood that, with a cheerful and colourful gra-phic expresses the joy of living to which thetarget of the young-adults adhere. n
HOT 4. WebSnapgoodsSnapgoods is a website that develops akind of temporary service in a local commu-nity, the neighbourhood, a type of relationthat has seen strong growth with the socialnetworks. With Snapgoods in particular it ispossible to borrow objects/tools that onedoes not desire to own, but that are usefulon certain occasions, like bikes, musicalinstruments, tools… The objects are orga-nized in categories. The rent is daily andeconomically regulated by the site, with adeposit held in case of damage. It is alsopossible to request objects that are still notavailable, with the scope of increasing theoffer. On the site the availability and price ofproducts is quickly visible. The link to themost popular social networks also allowsfor a greater visibility. n
Organized by
Verona 15-19 ottobre 2011
CAMBIA IL MERCATOCAMBIA LA FIERA
Scopri tutti i nuovi contenuti di Abitare il Tempo 2011 suwww.abitareiltempo.com
MOSTRA INTERNAZIONALE PER LE SOLUZIONI D’INTERNI
tel. 045 8298001
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11-06-0017 AIT CASA STILE.indd 1 10/06/11 09:25
Te n d e n c e P roducts and ideasfor future markets
b y Carla Cavaliere
The event is mainly directed at chain store buyers and
focuses on the internal market (confirmed by the high
number of German buyers, but also important Italian
exhibitors and exhibitors from Northern Europe, such as
Leonardo, Asa, Stelton, IIttala, to name a few).
Tendence is, however, striving to redefine its role as a
commercial and presentation platform for trends for the
second half of the year. It is organised into two macro-
sectors, Giving and Living, the German event which tar-
gets both retail as well as speciality stores, but also
wholesale and export, good quality international pro-
ducts and excellent logistics for visitors and exhibitors.
The Giving area is devoted to the wonderful world of
creative gifts (from jewellery to toys), while Living, which
also includes Table & Kitchen sector, showcases the
house, furnishings and decoration sector.
There are plenty of exciting new ideas for professional
visitors: from the range of products chosen by experts
and consumers from Home & Trend Design and to
Africa Chic, la the first and truly interesting group pre-
sentation of African companies, to young, fresh desi-
gners from “Talents” at Form 2011, an exhibition which
highlights the creative link between industry and arti-
sans, right up to the presence of this year’s partner,
Austria, represented by design studios and homeware,
as well as tourism and gourmet food.
Opinions espressed by some of the Italian exhibitors
give an idea of the versatility of Tendence. Diego Rizzi,
export manager Cerve: “Tendence satisfies our need for
an international trade fair in the second half of the year,
where we can present new product ranges completed
in June, here we can show them to some of the impor-
tant large-scale retail chains from different countries”.
Millefiori: “We have been exhibiting at this event for
years, it is especially important for the German market,
which we are very pleased with in terms of results, con-
tacts and business”. Barbara Rizzato, Managing Dir-
ector Alessi Deutschland: “This Autumn appointment is
one we cannot afford to miss, where we really do meet
all our German clients”. ■
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E x h i b i t i o n s
Tendence, Frankfurt
Tendence is a developing trade
fair. The 2011 edition, which
was held between 26th
and 30th August in Frankfurt,
received a total of 52,000
visitors, who viewed products
from 2,055 exhibitors, from
66 different countries.
talk to
C a s a s t i l eclick here
Las Vegas MarketGood vibes from the USA
b y Davide Rota
Concerns from the world markets seem incapa-
ble of stopping the gold rush of the American
economy, which despite being unstable on an
international level, seems to few obstacles in the
import-export of furniture. Between the 1st and
5th of August of this year the first of two annual
Las Vegas Markets was held: over 1,500 peo-
ple, both permanent and temporary exhibitors,
flocked to the World Market Center.
This is an example of a “vertical fair” and, as a
concept, is entirely different from European fairs.
Initially, one feels somewhat disoriented yet
quickly impressed by the smooth organisation
which efficiently handles the enormous number
of buyers, exhibitors and journalists who come
through the doors. Most of these are Americ-
ans, their domestic market allows them to keep sales high. Then come South American
and Canadian buyers in second place, followed by Asians, Australians and Europeans.
“Despite ongoing economic challenges – said Robert Maricich, Chief Executive Officer of
World Market Center International – Las Vegas Market consistently proves to be an
unmissable event for our sector. Year by year, the market framework develops and this
encourages buyers and exporters from all over the globe to come”.
The healthy state of the furnishing and complementary objects sectors in America is
clearly reflected in figures for trade fairs: the number of foreign visitors has risen by 23%
compared to the previous year. This figure together with a 25% in foreign exhibitors
seems to point towards future expansion of the import-export market. Direct confirma-
tion can be found in words spoken by Mark Phillips, the managing director of Phillips
Collection, one of the biggest importers of furniture and complementary objects from
South-East Asia “we mainly import high-quality materials from Thailand and create pro-
ducts for the American market. In recent years we have moved into Asian markets, par-
ticularly Japan and China, but we also have our eye on international markets. However,
we are still finding it difficult to break into Europe, due to the costs of trade fairs”. ■
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E x h i b i t i o n s
Las Vegas Market, USA
The winter Las Vegas Market
runs from 30 January
to 3 February 2012
www.lasvegasmarket.com
www.living24.it
Macef Full steam ahead and abroad
b y Laura Ta r ro n i
A glimmer of light in the other-
wise dark economic tunnel in
Italy was provided by Macef in
September which saw a
+10.5% increase in visitors
c o m p a red to the pre v i o u s
year. The number of foreign
visitors is also up this year (+
15%). In fact, 83.700 buyers,
designers, retailers, architects
visited the famous home design fair. Every aspect of the
fair seems to be on the up and up, including events
designed to highlight trends and excellence. Creazioni,
which emphasises contexts between art and artisans
was particularly successful (it has doubled its exhibitors
in only a few years and covers two thousand sqm) as
well as Macef Sustainable which focuses on the sustai-
nable performance of household products.
“We are extremely satisfied – commented Giustina Li
Gobbi, Macef’s Exhibition Manager – with the results we
obtained in such an unfavourable period. I’m particularly
impressed with the increase in foreign visitors, a sign
that Macef’s internationalisation process which is desi-
gned to introduce Italian excellence to foreign markets
is bearing fruit. This process will be followed by Macef
Abroad (two trade fairs planned for Russia and Brazil).
The fair opened on Thursday and both this day and
Friday enjoyed a steady flow of large-scale retail buyers
as well as buyers from abroad. Compared to last
September the event has shown an increase in its table-
w a re sector, in fact next January this sector is expected
to be particularly strong and to feature pre s t i g i o u s
brands. January’s edition also falls on a more favourable
date as it will no longer clash with Maison &objet but is
placed between Paris and Frank-furt The timing of the
event should attract more foreign buyers. With this in
mind we are working on profile invitations and matching
with companies with a view to identifying markets aro u n d
the world which may be of interest to our exhibitors. This
objective – predicting shifts in the market – was what
p rompted our three re s e a rch projects. We are certain that
our mission lies in accompanying and offering support to
companies re g a rding entre p reneurial policy. ” ■
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E x h i b i t i o n s
AbitaMi
The September edition of Macef
also hosted the first edition
of AbitaMi dominated by the
thought-provoking exhibition
entitled Una stanza tutta per se
(A room of one’s own) which
presented interpretations
of private space by eight
artists and the exciting Casa
Castiglioni, a slice of everyday
life immersed in design.
follow
C a s a s t i l ealso on
Photo by Francis Amiand
Maison&objet Paris redoubles its own “singularity”
b y Carla Cavaliere - Gersende de Whitby (Photos: A.E. Thion)
“Singularité”: was the theme of the three exhibitions
dedicated to current trends, created by French trend
gurus, which took central stage at the Autumn edition
of Maison&objet. This reflects people’s desire to give
their homes a personalised make-over and also reflects
the nature of the Parisian fair.
Between the 9th and 13th of September the event saw
an increase of 2.7% to its total number of visitors, even
more significantly the number of international visitors
increased by +8.2%.
A breakdown of data related to professional visitors fully
reflects the current state of the market. The number of
American and Japanese visitors has risen by 19% and
16% respectively.
An even larger increase can be seen in buyers from
Eastern Europe (+56%) as well as the Middle East
(+39%).
The number of visitors from the European Union is more
or less stable (+1%), in contrast, visitors from Italy have
decreased by 10%.
Overall, the fair is in good health and always has new
sections and events to interest visitors (such as Espace
Retail, which explains how product presentation and
communication can and should be in line with the store
concept), this was in conjunction with conferences on
specialised distribution. ■
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E x h i b i t i o n s
Paris Design Week
The big news in Paris, which ties
in two-fold with the fair as it is
organised by SAFI, was the first
edition of Paris Design Week,
which following on from
Maison&objet (from 12 to
18 September) featured events,
exhibitions, showroom parties
and launches, schools, atelier
and galleries in the French
capital. The aim was to involve
both the general public as well
as professionals and inevitably
evokes the unbeatable Milanese
counterpart, even though
it is too early to make any
comparisons. “A logical follow-
on from Maison&objet” this is
how Etienne Cochet Managing
Director of SAFI defined Paris
Design Week. It’s too early
to draw any conclusions or
predict the development of this
“double couple”, but we should
remember that over the last ten
years the French fair has proved
that professionalism and appeal
can grow side by side.
readVISUAL MERCHANDISING E VETRINISTICAin flipversion
Appointment to the south
Catania Gift Fair is coming up. This is
one of the most important dates on the
trade fair calendar for the gift sector in
Southern Italy. The market includes wed-
ding favours, gifts, hand-made objects,
complementary furnishings, tableware ,
jewellery and fashion accessories from
over 150 exhibiting companies, produ-
cers and distributors from all over Italy
and the European Community.
Four thousand people are expected to
visit the event, mainly from Sicily, Cala-
bria and Malta.
CATANIA GIFT FAIR
Fiera dell’artigianato d’arte,
del regalo e della bomboniera
Catania, 16-18 October
Organised by:
Tutto Fiere srl
tel. and fax 055 473183
www.giftfair.info
E x h i b i t i o n sBehind the pro d u c tThe value of distribution
Much more than a trade fair, Abitare il Tem-
po 100% Project is a meeting devoted to
distribution and will be held in Verona on 17-
18-19 October. “An event which begins with
knowledge rather than the product” com-
mented Giovanni Mantovani – President of
Veronafiere. Aldo Cibic, Ugo La Pietra, Elve-
lino Zangrandi and many more will take cen-
tre stage during the three days in Verona, with
the aim of relaunching distribution skills.
Main focuses include: Vivere la natura. New
lifestyles for new contexts by Aldo Cibic, is a
“green” installation, entirely devoted to envi-
ronmental sustainability and saving energy. A
series of living modules illustrating lifestyles
which are sensitive to energy and environ-
mental dynamics greet visitors at the entran-
ce to the fair. Confronti is a direct dialogue
between young designers and craftsmen:
where passion and the ability to create inno-
vative products can meet, presented by the
same companies which instigated this mar-
riage. Il Negozio atelier is the name given to
this unusual installation by the Veneto and
Trentino Alto Adige Adi delegation, (Associa-
tion for Industrial Design), which aims to pro-
vide more contained points of sale while
ensuring premium quality.
The trade fair’s official website contains daily
updates on events, conferences and mee-
tings. (D.R.) ■
www.abitareiltempo.com
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BIG+BIH Autumn date
Following on from the enthusiastic response
to the April edition, the October Bangkok
International Gift and Bangkok Internatio-
nal Houseware Fair looks promising, and
they are hoping for a repeat performance.
The fair opens its doors from the 18th to the
21st of October to professional figures and
the general public will be admitted on the
22nd and 23rd of October.
This fair, which focuses on accessories for the
home and complementary furnishings, will
present a wide selection of the best products
from Thailand alongside an impressive group
of foreign importers – mostly American and
Chinese, followed by Japanese, Swiss and
European. ■
Organizer:
DEP Department of Export Promotion, Ministry
of Commerce, Royal Thai Government
www.bigandbih.com
C a s a s t i l eis waiting for you at
ABITARE IL TEMPO
Ve rona 17-19 october
“Dopo diversi mesi di attività nel corso dei quali abbiamo avuto modo di presenta-re al trade la nostra iniziativa, è venuto il momento di coinvolgere i destinatari degli sforzi commerciali sia nostri che dei ne-gozianti nostri partner: i prossimi sposi.”
Esordisce così, in modo alquanto de-ciso, Liliana Calipso, responsabile del marketing di Wedding Club. “Abbiamo speso il 2011 per farci conosce-re dai negozianti e i risultati sono assai soddisfacenti: circa una trentina i negozi già presenti e un’altra ventina in attesa di definire gli accordi per poter iniziare a proporre il viaggio di nozze ai propri clien-ti già dall’anno prossimo, con la possi-bilità, quindi, di approfittare dei mesi più propizi alle liste nozze. A onor del vero è necessario dire che solo una parte del tempo è stata dedicata alla promozione mentre molto è stato dedicato alla realiz-zazione di numerosi vantaggi per le cop-pie; tra questi voglio ricordare il servizio gratuito di consulenza di una wedding planner professionista, un vero sito web personale e personalizzabile capace di raccogliere racconti, immagini e fotogra-fie diventando il trait d’union tra la coppia e gli invitati, una SimCard da utilizzarsi durante la luna di miele per abbattere in maniera significativa i costi telefonici, una settimana di soggiorno, al mare o ai mon-ti, da godersi beatamente entro due anni dal momento della cerimonia nuziale. “
Un passaggio dal 2011 all’anno prossi-mo ricco di novità, quindi.“Si, le novità sono e saranno molte. Ab-biamo iniziato col rimodellare totalmente il nostro sito web per renderlo fruibile agli sposi e ai negozianti in eguale misura: un design molto semplice, contenuti di faci-le accesso per dare visibilità alle nostre iniziative e ampio spazio ai partner, che
rappresentano – per noi – la più importan-te credenziale. Oltre al sito web ci sono i concorsi, ben due per il 2011/2012: il pri-mo, rivolto a tutti i clienti dei nostri negozi, vedrà in palio una serie di piccoli elettro-domestici di KitchenAid ed un soggiorno in uno splendido villaggio Valtur, mentre il secondo premierà gli scatti fotografici più belli dei ”nostri” sposi durante il loro viag-gio. Ultimo, ma non ultimo, stiamo ap-prontando il prossimo piano pubblicitario che ci aiuterà a portare i prossimi sposi nei nostri negozi.”
Questo è un aspetto molto importante: quali sono i vostri progetti in questo senso?“Nessun dubbio… Aiutare i negozianti a migliorare presenza e visibilità commer-ciale rendendo più attuale e completo il loro business. In quest’ottica, il viaggio di nozze è il servizio ideale da proporre nei negozi di liste nozze, soprattutto conside-rando che la lista viene usata proprio per questi articoli specifici. Agli sposi diamo la possibilità di indirizzare le persone care in un solo negozio, accuratamente sele-zionato, dove scegliere sia gli articoli per la casa e la tavola, sia la luna di miele. Un solo negozio vuol dire un grande rispar-mio di tempo ed una importante serie di vantaggi. Per invitare le giovani coppie a visitare i nostri partner ci presentere-mo sui principali siti web di settore, sul-le riviste settimanali destinate al grande pubblico e, ma ancora da definire, in te-levisione, in collaborazione con alcune importantissime aziende.”
Un autunno all’assalto, dunque…“In momenti difficili è fondamentale im-pegnarsi al massimo per innovare, sod-disfando le necessità dei clienti e asse-condandone le aspettative. Impossibile rimanere indietro.“
Dal Negoziante al Consumatore:una strategia vincente
alcune schermate del nuovo sito WEDDING CLUB
www.weddingclub.it
Ballarini at the forefront for a healthy diet
On 2nd October ANDID will be promo-
ting healthy eating in the most important
cities in Italy. Twelve cities, to be precise,
will host dieticians from the Association
who will give talks to the public on the
important matter of healthy eating. This is
a preview of issues to be discussed at
Expo 2015 pertaining to nutrition and the
environment.
So, here we see Ballarini involved in ano-
ther event on the Journey to Health from
the perspective of corporate social
responsibility. “Our 350 Ballarini stores
present in 12 different cities will take part
in this exciting event by distributing edu-
cational material”, says Angelo Ballarini.
The company’s attention to health conti-
nues “We will also give financial support
to the first Italian Food Sustainability
course headed by the Sciences Depart-
ment of Florence University”.
M a g a z i n eFido pro j e c t
Fido, the classic hermetically-sealed jar beca-
me the receptacle for a project developed for
the recent Vogue Fashion Night by Bormioli
Rocco, in collaboration with the Laboratorio
per la Moda del Politecnico di Milano. New
Fido Emotions has been produced by the
creative minds of 42 young designers who
put their artistic interpretation of four different
emotional states on a scarf. The scarf was
then sealed inside the jar, to preserve its mea-
ning and make it available to others, to share
and to give to someone as a gift. ■
Keeping the re c e s s i o nat bay
Constant innovation, product quality and sen-
sitivity towards the environment. This seems
to be the recipe for success which has per-
mitted a company like Alluflon Spa to grow
alongside its two brands - Alluflon and
Moneta – which cover different distribution
channels and have increased their sales for
cas astile n.16 - september 2011
e-magLiving Trends
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2010 by 50% compared to the previous year.
All the more impressive as 2010 was one of
the most darkest periods for domestic mar-
kets. “In this particular moment – explains
Giovanni Bruni, Managing Director of Alluflon
Spa – we have created wealth thro u g h
employment and continue to invest to main-
tain our position. Knowing how to do busi-
ness, do it well and do it here: that is what I
call real social economics”. Forecasts for
2011 for Alluflon are already talking about a
two-figure increase. (D.R.) ■
Yankee Candle opens in Coin
Yankee Candle has launched two corners
inside Italian Coin stores in Como and Cata-
nia. These areas cover 15 sqm and house the
complete range of candles and fragrances
from this American brand. The stylish structu-
re is the perfect backdrop to the innovative
nature of these products as well as the infini-
te variety of fragrances and styles on offer. All
this contributes to introducing the brand to
consumers. ■
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Morandin Regali winner of GIA Italy
Morandin Regali in Treviso has won the Italian
2011-2012 Global Innovator Award. The at-
m o s p h e re was charged within the store
during the award ceremony on 9th Sept-
ember at Macef and now they will go on to
represent Italian retail in an international con-
text in Chicago. Kikau Store in Massafra won
second place while third place went to
Maison 5th in Genova. The jury panel (com-
posed of university lecturers, journ a l i s t s ,
architects, trendspotters, retail experts) iden-
tified strong entrepreneurial skills and innova-
tion in this store. So, well done to them and
the other 19 stores who were selected (they
will be presented in the October issue of
Casastile emag).
They represent advanced retail which is able
to interpret market trends. See the award
ceremony at www.living24.it
I n t roducing Lagostina
The “Full steam ahead for 50 years” exhibition
in Milan from early September at the Science
and Technology Museum celebrates the fif-
tieth anniversary of the pressure cooker. The
exhibition features the development and
interpretations this cooking utensil has under-
gone at Lagostina. From the launch of the
“ m o re flavour in half the time” slogan in 1961
up to the latest products on offer which are
i n c reasingly technological, reliable but above
all, accessible. Lagostina’s innovative pro d u c t s
have always been accompanied by communi-
cation designed to interpret consumer tre n d s
and needs. In fact, early advertising campaigns
f e a t u red endorsements by the general public,
this was followed by the famous Cavandoli
cartoon drawing called “La Linea” and now,
contemporary web sites. So, we have the
history of a household object aff o rding a glimp-
se of life over the past fifty years. ■
Italian products sellwell abroad
Last month at Macef the Fiac/ANIMA results
of the latest analysis of the metal homeware
sector were presented. In short, production is
stable (forecasts for 2011 are the same as
those for 2010: 770 million Euros), the same
applies to investment and employment.
Figures are somewhat healthier for export,
which will increase by 20 million Euros com-
pared to the previous year and by another 10
million compared to 2009. “The orders are
not all for Italy, export business is on the rise
and that is what keeps us afloat. We export
70% of our total production. – says Virgilio
Bugatti, President of Fiac/ANIMA – This is
quite paradoxical as our strength lies in the
fact that we are an Italian company”. ■
Watch the video
Casastile e-magCasastile e-mag
year II n.16 september 2011
www.living24.it
EDITOR: Antonio Greco
EDITOR-IN-CHIEF: Laura Tarroni
ASSISTANT EDITOR: Paola Melis
tel. 02 30226828 [email protected]
CONTRIBUTORS: Carla Cavaliere, Davide Rota,
Gersende De Whitby, Future Concept Lab
GRAPHIC DESIGN: Fabio Anselmo/studiofans
BUSINESS MEDIA EDITORIAL MANAGER: Mattia Losi
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