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Only a few pages separate you from Italian style.

It’s how you livewww.natuzzi.co.uk

MADE IN ITALY13 JUNE 2007 AN EXPOSURE ON TIMELESS DESIGN

AN INDEPENDENT SUPPLEMENT FROM MEDIAPLANET ABOUT ITALIAN BRANDS, DISTRIBUTED IN THE TIMES2

CONTENTS

Milan bids for Expo 2015 p. 3

Compasso d’Oro: fifty years ofinnovative design p. 4

Help for new fashion companies p. 4

Italian dreamboats p. 6

A new taste of Italy p. 7

IFI presents the first roundand rotating gelato display case p. 7

Here’s looking at you . . . p. 8

Istituto Marangoni: Italian style in London p. 8

Fiat: the rebirth p. 10

Italian style, Italian design, Italian living p.11

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Italian design and craftsmanship need no introduction. From theworld-famous artworks and monuments of Florence and Rome throughto iconic contemporary objects of desire ranging from Lamborghinicoupés to Armani suits, the “Made in Italy” brand is synonomous withstyle, quality and innovation. Think “Italian design” and a host ofimages immediately spring to mind – from top-of-the-range sports carsand the extravagant creations of the country’s renowned fashiondesigners through to more workaday design classics, ranging fromPiaggio scooters to Gaggia espresso machines – all of which exemplify theunique and irresistible style of one of Europe’s most alluring countries.

Italian design: what is it?So what is it about Italy that has enabled the country’s artists to come upwith this seemingly inexhaustible flow of timelessly stylish products? Atleast part of the answer must lie in Italy’s remarkable artistic traditions,in which the highest standards of craftsmanship are combined with aninnovative attitude towards tradition – a combination which has been acharacteristic of Italian artists since at least the Renaissance, or earlier.As Doctor Leonardo Simonelli, President of the UK branch of the ItalianChamber of Commerce, puts it: “Italian products are a reflection of thecountry. Although Italy has a world-famous classical artistic tradition,Italians have seen so many changes and have had contact with so manydifferent cultures that they’re not tremendously attached to tradition.Italian designers often think in unexpected ways – so that, for instance,Prada designs might turn up inside a Ferrari, while designs inspired bya Ferrari might be used to produce a mobile phone.”

Not that Italian design and commerce is all about luxury items,although the glamourous allure of the country’s designer brands meansthat Italy’s expertise in science, and engineering can be easily overlooked. At the heart of the nation’s economy is the industrial powerhouse of the Fiat group, one of the world’s oldest and mostfamous car manufacturers, while the country also boasts major manu-facturing companies like the Gruppo Indesit Merloni, one of Europe’stop manufacturers of household appliances, and the leading aeronauti-cal conglomerate Finmeccanica. Modern Italy also has a strong tradition of scientific research, especially in medicine and physics.

Food is of course another massive part of the Italian brand, and yetanother area in which the country has had an influence on the world farout of proportion with its relatively small size. A growing range of fineItalian regional food products and wines are finding their way onto oursupermarket shelves, catering for consumers who are becomingincreasingly educated about the nuances and variety of real Italian

cooking. Other contemporary Italian products are less well known, butequally brimful of taste. Italian furniture and interior design, for example,is amongst the most innovative in Europe, with sleek modern lines reminiscent of the best Scandinavian work.

Made in Italy, abroadThe “Made in Italy” phenomenon is one which is increasingly spreadingbeyond the borders of Italy itself. According to Leonardo Simonelli, “Forme, the ‘Made in Italy’ label is less important than the idea that some-thing is ‘Made by Italians’. So many Italian companies have establishedthemselves overseas now – whether in the UK or other parts of Europe,the US, or even further afield in places like South America – that Italianvalues have now spread internationally. Many Italian companies havealso recently diversified into new areas, especially in Eastern Europe.”

The globalization of Italian business is exemplified by Fiat, who currently have operations in no less than 61 countries, with almost halfof their almost quarter-of-a-million-strong workforce based outsideItaly. Italian companies have always been strongly represented inplaces like the UK and US. At present, there are 620 Italian companiesin the UK employing around 40,000 people. These include householdnames like Fiat, Pirelli and Benetton, as well as Finmeccanica, whohave absorbed the long-established communications firm of Marconiand the helicopter manufacturers Westland, and the Gruppo IndesitMerloni, who count Hotpoint amongst its brands.

“Borders are less defined now,” says Simonelli, “and the future willsee an increased globalization of production. Some Japanese cars, forexample, now use elements of Italian designs (while some Italian cars,in turn, use Japanese engineering). I think we’ll see increasing numbersof Italian companies expanding abroad as national boundaries, particularly in Europe, become more commercially open.”

Which will mean, hopefully, a little bit more Italy in all our lives.

For an in-depth taste of contemporary Italian style, head to the VivaItalia Show 2007, to be held at London’s Olympia from October 5–7.Organized by The Italian Chamber of Commerce & Industry, Viva Italiawill showcase new cultural events and lifestyle exhibits ranging throughsectors including food, wine, fashion, design, handicrafts, cars, motorcycles, home furnishings and health and beauty. The show willalso feature fashion shows, cookery demonstrations, wine tastings,musical and theatrical performances, classic art seminars, and a selection of Italian short films.

Made in Italy

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Fiera Milano looks to the future and focuses on internationalisation

Three highly-innovative newexhibitions aimed at the internationalmarket: Build UP Expo, the

architecture and construction show;TUTTOFOOD, the professional exhibitionfor the food industry; and MilanoCheckUp,the event aimed at the medicine andhealthcare sector. Launched in the first half ofthe year, these three new shows allow theMilan exhibition centre – one of the largest inthe world and one of the few to be listed on astock exchange – to enter three strategiceconomic sectors and restate its intent toconsolidate its leadership position in theglobal exhibition market.Fiera Milano has one of the largest and mostmodern exhibition sites in the world, up andrunning for two years now, and boasts aportfolio of shows unrivalled in scope andquality: around eighty events per year fortrade professionals, with particular excellencein various traditional Italian sectors, such astextile-fashion, interior decoration-design,lighting, homeware and machinery forindustrial applications. These shows havealways been the most prominent andprestigious stage for traditional Italianproducts: unique opportunities for demandand supply to meet, where businesses can

find out about cutting-edge developments intheir market and suppliers can meet selecteddomestic and foreign buyers.It is precisely this strengthening of theinternational aspect - the increase of foreignparticipation in exhibitions held in Milan andthe export of shows outside of Italy - that isone of Fiera Milano’s primary objectives, ashighlighted in the 2007-2011 Industrial Plan.

An objective which can be built on awidespread network of offices covering over60 countries and which stands alongside twoother synergic and equally importantobjectives: a programme to launch and reviveleading exhibitions (as shown by the threefairs launched in the first half of 2007) and astrong commitment to the trade publishingindustry, to complete and expand the

communication done through exhibitions. This challenging plan, for which Fiera Milanowill invest 120 million euros in 2007/2008, isa response to an increasingly competitivemarket, in which, alongside numerous localand national shows, only a few big, globalplayers are destined to survive.“We want to be among those few” says CEOClaudio Artusi. “We have the framework, theprofessionalism, the will to succeed. And, Ibelieve, the ability to guarantee the addedvalue that businesses – which are ever moredemanding and sophisticated – require from alarge, modern exhibition organiser: a thoroughknowledge of their needs, which we can caterto with top-quality services. From now on, theinternational contest between exhibitionorganisers will play out on two fields: firstly,in terms of how effective events are atcreating business and secondly, in term of theservices available for organisers of andvisitors to the event. Fiera Milano is strong onboth these fronts, thanks to its exhibitions, itsimpressive new exhibition site, and themanner in which it monitors all the aspects ofthe exhibition business: from the organisationof exhibitions and congresses to the supply ofexhibition stands, from catering to publishingto internet communication”.

The new Fiera Milano fairground

Milan bids for Expo 2015Italy and Milan have joined forces to create an integrated team to bid for the right tohost Expo 2015 (competing against a rival bid from Izmir in Turkey).

Milan’s proposed theme for the Expois “Feeding the Planet, Energy forLife”, which will focus on food-relatedissues and which promises to be anextraordinary international eventshowcasing tradition, creativity andinnovation. It will bring togethermany themes that have already beenhandled by past Expos, whose com-mon core is the idea that everyone onthe planet should have access to foodthat is healthy, safe and sufficient.What kind of food we consume, whoworks to grow it, how we acquire itand who we share it with are allimportant contemporary issues, whilefood safety and security are a para-mount priority for mankind, becausethey have a direct impact on humanhealth and can influence cleanerenvironmental policies. In a globalworld the inequalities cannot be seenas a problem of single nations but as ashared burden.

The expo will cover a wide range offood-related themes. These include“Science for food safety, security andquality”, offering an opportunity forthe international scientific communityto meet, compare notes and considerthe latest innovations for safeguardingconsumers’ health. “Innovation in the

food supply chain”, exploring ways ofenhancing the productivity andpreservation of food’s natural quality,flavour and nutritional value. “Technology for agriculture and biodiversity”, examining the way inwhich scientists and farmers canwork together to get the best out ofnative food varieties to ensure a moresecure form of food production. The“Food education” element of the expowill look at teaching people how tofeed themselves properly and how tochoose the foods best suited to theirrequirements and way of life. “Solidarity and cooperation on food”will look at the obstacles faced bysmall food producers, including thelack of access to credit, insecurity ofland tenure, lack of transport, lowprices and undeveloped trading connections. “Food for better lifestyles”will explore food’s fundamental role inour quality of life, both in terms of indi-vidual physical welfare and in theopportunities eating together give forsocializing, as well as looking atresearch into devising a proper foodregime suited to children, old peopleand disabled individuals. Finally, “Foodin the world’s cultures and ethnicgroups” will look at history and

civilisations of the kitchen, with theirstories old and new, their arts andtheir languages.

2015 is also a symbolic date inrelation to the UN’s Millennium Cam-paign (www.millenniumcampaign.org),

the biggest political and media initiativeever undertaken by the UnitedNations, to encourage the rising generation to do away with povertyas the most serious current breach ofhuman rights.

Banking andIndustry Conference The annual Banking and IndustryConference has been the mostimportant of the many eventsorganized by the UK Italian Cham-ber of Commerce and Industryeven since its inception in 1981. Itwas originally held just prior tothe International MonetaryFund’s meetings as an informalget together of the participants enroute from Italy to Washington, orto one of the meetings heldabroad. Over the years it hasbecame a significant event in itsown right.

This year’s conference will beheld on the 26th of October atLondon’s Savoy Hotel and willtake the theme of “ Private Equityand Public Markets: the View-point of Financial Providers andIndustry in Italy and the UK”.Around 350 delegates are expect-ed to attend, including seniorbankers and businesspeople fromItaly and the UK involved in awide spectrum of business activi-ties between the two countries.Simultaneous Italian and Englishtranslation facilities will be madeavailable. The conference will befollowed by a formal luncheon,along with other dinners and areception in honour of the partic-ipants.

Nuovo Polo di Fiera Milano

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The award was launched in Italy in1954 by the La Rinascente company, atthe suggestion of the noted architectGiò Ponti and Alberto Rosselli, andproved an immediate hit, with 5700entries to the first competition (and15 prizewinners). The Compassod’Oro was the first award of its kind inEurope, and soon acquired an inter-national reputation, with exhibitionsof award-winning objects being heldin Europe, the United States, Canadaand Japan – the last attracted a staggering 3.8 million visitors duringthe six months it was open. Winnersof the award include Phillippe Starckand the famous Italian designer MarioBellini creator or many iconic products,including the classic Olivetti typewriter (and who won no less thanfive awards between 1962 and 2001).Since 1964 it has been administeredby the Associazione per il DisegnoIndustriale (ADI; Association forIndustrial Design).

To celebrate the first fifty years ofthe Compasso d’Oro award, the ADIwill be putting on an exhibition in

Compasso d’Oro: fifty years of innovative designThe Compasso d’Oro industrial design award is the most prestigious award in its field, one whichaims to acknowledge and promote quality in the field of industrial design.

Naples this month of some fifty classicdesign icons drawn from past Compasso d’Oro competitions, coveringItalian (and other) design over thehalf-century from 1954 to 2004. Madein Italy classics will include the“Luminator” lamp by Achille and PierGiacomo Castiglioni (from the 1955Compasso d’Oro) and “Spider” by JoeColombo (Compasso d’Oro 1967), aninnovative outdoorlight that can double as a seat.There will alsobe the chanceto see moremodern objectslike the “Maui”chair by VicoMagistretti andthe “Nuovo Milano”cutlery by Ettore Sottsass,as well as very recent productslike Denis Santachiara’s “Viva wine”and the strikingly colourful “LittleAlbert” plastic-moulded miniaturearmchair by Ron Arad, a prize winnerin the 2004 awards.

Premio Compasso d’Oro ADI,1954-2004, Mostra d’Oltremare, Napoli,Padiglione dell’America Latina, June15 to 24.

Help for newfashion companiesThe London branch of the ItalianChamber of Commerce and Industryis offering a new service to companiesentering the UK fashion market forthe first time. The service involves apartnership between the Chamber ofCommerce and Buying Vision Ltd, aLondon-based marketing consultantwhich specialises in providing assis-tance, research, training, and in setting up business partnerships forany company or designer in the fashionindustry interested in entering the UKmarket. Buying Vision has beenfounded by ex-buyers who formerlyused to work for over twenty years infashion groups, supermarkets anddepartment stores, including Harrods,Tesco, Debenhams, the Arcadia groupand Bhs The aim of this service is tohelp companies identify a market fortheir products; find suitable distributors,retailers and buyers; and to introducetheir products to the British market inthe most efficient way. Servicesinclude training, an agents search andmarket report researches. The BuyingVision staff will be happy to meet youfor a first free consultation lastingabout one hour, after which you willbe given a quotation for the servicemost suitable for your company. Theservice is particularly targeted atfirms looking for the right way tocommercialise their collections in theUK, and at consortiums, associations,local organisations and governmentbodies interested in supporting membercompanies in distributing in the UK.

Masters of Italian designThe Compasso d’Oro has provided a showcase for the works of numerousleading Italian designers over the decades, with a sequence designs whichcombine the innovative and the asthetic with the practical and theaffordable. Here are just a few of the award’s most famous recipients.

Mario Bellini (born 1935). A native of Milan, in his earlycareer Bellini worked with many of the leading Italian companiesof his era, including Olivetti, B&B Italia, Cassina, Ideal Standardand Poltrona Frau. For Olivetti, Bellini designed some of theclassic technological objects of the time, including calculators,typewriters and early video display terminals. He is also anaccomplished architect, and has designed buildings throughoutEurope, Japan, the United States and the UAE.

Gino Colombini (born 1915) Closely associated with Kartell (ofwhich he became technical director in 1953), a company specializing inmaking plastic articles which transform everyday, utilitarian items intobeautifully formed aesthetic objects. Many of Kartell’s products weredesigned by Colombini, whose revolutionary experiments with thepossibilities of plastic transformed previously drab everyday objectsinto colorful and modern, but still affordable, design icons, includingcarpet beaters, lemon squeezers, wash basins, salad colanders, and atype of unique plastic umbrella stand with a built-in steel ashtray.

Joe Colombo (1930–1971). One of the most brilliant Italian designersof his generation, before his life was cut tragically short by his deathfrom heart failure in 1971. Joe Colombo’s vision of the “environment ofthe future” led him to produce a sequence of futuristic wall-less livingspaces equpped with mobile furniture, as well as innovative individualdesigns ranging from the first chair to be moulded from a single materialto the remarkable 1970 Linea 72 in-flight serving trays he designed forAlitalia, which cleverly adapted traditional designs to maximize tray-space and to prevent crockery shifting around in the air.

Bruno Munari (1907–1998). Described by Picasso as “thenew Leonardo”, Munari was an Italian polymath who mademajor contributions to many fields including painting,sculpture, film, industrial design, graphics, literature, poetryand children’s books. A native of Milan, Munari was an earlyfollower of Marinetti’s futurist movement, and later cameunder the influence of the French surrealists Louis Aragonand André Breton. His design work included classics such asthe minimalist “Seat for Short Visits” (1945) and the “KnittedTubular Lamp” (1964) – all characterized by what JudithHoffberg has described as his “quiet, playful revolution,inventing and designing with humorous and modest creativity,challenging all conventions and stereotypes intelligently butwithout flamboyance.”

Marco Zanuso (born 1916) AnotherMilan-born designer who developed theidea of “good design” in the postwaryears, focusing on the original use ofnew materials, such as his innovativework with Pirelli’s Arflex division increating elegant modern chairs usingfoam rubber upholstery. He also produceda ground-breaking series of designs forthe Italian company Brionvega, includingradios and televisions, as well as thefolding “Grillo” telephone for Siemens(1966), one of the first phones to put thedial and the earpiece in the same unit.

(Kartell see pink chair shown above)

In addition to sofas, such as the “Diagonal”

model shown here, the Italian design label

also offers living room accessories.

Pasquale Natuzzi Chairman and Chief Designer

every Natuzzi store. Each store concept is

designed and created by the Natuzzi Style

Centre, under the direction of Pasquale Natuzzi,

the founder, chairman and chief designer. The

London store is located on Finchley Road, an

area fast becoming renowned for its variety of

home furnishings brands. The team of in-house

architects has cleverly utilised the building's

existing architectural features, to create a loft-

like space that provides a perfect backdrop for

the range of products on display. The split-level

interior, offering over 8,000 sq ft of floor space,

is flooded with light and enhanced by glass,

steel and wood. The store showcases Natuzzi's

signature ranges, all made in Italy. From cutting

edge design to inimitable Italian craftsmanship,

the Finchley Road store will provide customers

with total living room solutions, within a

contemporary and stylish environment. And

with over 100 models to choose from, including

sofas, armchairs, sofabeds, cinema seating and

recliners, and a choice of over 100 fabrics,

leathers and Alcantara, the Natuzzi store is set

to become the ultimate shopping destination for

Italian style in the capital. Offering an

unrivalled shopping experience, customers can

even enjoy a freshly brewed coffee from

Natuzzi's in-store coffee bar. The opening marks

a milestone in Natuzzi's plans to open a further

ten stores around the capital over the next two

to three years, along with a further 30 stores

with franchise partners in major cities in the UK

and Éire. Natuzzi also has stand-alone stores in

Croydon and Thurrock, as well as Natuzzi

rom Milan to Dubai and Paris to

New York, a list of Natuzzi stores is

a veritable compendium of the style

capitals of the world. Now London joins this

illustrious list as Natuzzi celebrates the opening

of its flagship UK store. Natuzzi, Italy's leading

furniture company, is recognised the world over

as a name synonymous with innovation, quality

and understated elegance. Attention to detail

and commitment to comfort are second to none

and these high standards are also reflected in

galleries and concessions in Harrods, Selfridges

and House of Fraser Birmingham and Glasgow.

Natuzzi is also available at a number of

premium independent furniture stores

nationwide. Along with the new London

showroom, 2007 also saw Natuzzi open stores

in Honolulu, Tel Aviv and the prestigious

Nanjing Road in Shanghai. To bring the ultimate

in Italian design and sophistication to your

living space this summer, visit your nearest

Natuzzi stockist. For store locations go to

www.natuzzi.co.uk or call 01322 312 550, and

visit the new London store at Natuzzi.

The Pulse 333-339 Finchley Road

London NW3 0845 004 0903

Natuzzi Italian Style Hits London’s Finchley Road

The 8,000 square sq ft of Natuzzi

flagship store on Finchley Road, London.

F

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When it comes to nautical expertise,all Ferretti yachts offer state-of-the-art systems, developed through anintensive research and developmentprogramme which had been honedthrough the company’s involvement,since 1989, in numerous racingevents, during which it twice claimedthe Offshore World Championship (in1994 and 1997). All boats come with“flying bridge” control systems andfeature an exclusive anti-rolling gyromechanism, produced by Mitsubishi,which reduces up to 50% of boat roll,thus offering a far smoother and morecomfortable ride compared to rivalyachts.

It’s in their design, however, thatFerretti Yachts and Custom Line reallyexpress their true individuality andunmistakeably Italian origins. Cabinsand living areas are less reminiscentof the crowded quarters traditionallyassociated with on-board accommo-

Italian dreamboatsFew objects are as emblematic of wealth, prestige and luxury as a private yacht, and few yachts are as spectacularly stylish as thoseproduced by the Italian boat-builder Ferretti Yachts and Custom Line.A world-leader in the manufacture of luxury yachts, motor yachtsand cruisers, Ferretti’s stunning vessels encapsulate Italian style at itsmost seductive, combining the latest in technological know-howwith the ultimate in luxury and interior design.

dation than with a luxury villa onwater. Internal fittings and furnishingsare provided by leading Italian designcompanies, while Ferretti’s signatureoversized windows create a light andairy ambience, showing a typicallyItalian love of style married touncompromising levels of comfort.

Ferretti Yachts (www.ferretti-yachts.com), produces industriallydesigned vessels to a fixed overalltemplate, although buyers can choosesome of the details of the interior styling,such as furnishings and lighting. TheCustom Line yachts (www.custom-line-yacht.com) offer a step up in customer choice, offering buyers thechance to customize the whole oftheir yacht’s interior design, chosingbetween different internal layout,number of cabins and the choice offittings. There’s even an in-houseinterior designer on hand at CustomLine’s boat yard to assist new owners

in deciding how to style and customize their boats.

Customers investing in a boat ofthis quality take the performance ofthe yacht for granted, but are drawnto Ferretti by the unique detail andstyle of the boats, and by small buttelling details like the style of the rigging and the mooring lines, and themore rounded sterns which distinguishFerretti’s yachts from their rivals. Ferretti and Custom Line boats exemplifya characteristically Italian love ofdesign in its purest form. One whichprizes understated show and style,and which exudes wealth and classwithout ever becoming too loud orblatant.

Owning a Ferretti yacht is more thanjust a status symbol. It’s also a culturalstate of mind, a way of thinking and of“Being Ferretti”. Which also meansBeing Italian.

Ferretti 881 RPH (Raised Pilot House)

Custom Line 97'

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At the same time, the success of Italianfood has perhaps led many people torather take it for granted, settling formass-produced supermarket pizzasand long-life pasta. The true varietyof authentic regional Italian cuisine isstill relatively little known, althoughthings are gradually changing. Oneexample of the increasing interest inspeciality Italian food is the innovativenew Obika Restaurant and MozzarellaBar in Selfridges, which specializes indishes made using mozzarella (in particular) and other local food products.As manager Stefano Potorti puts it:“There’s definitely a massive market

TONDA. The revolution of the year

IFI presents thefirst round androtating gelatodisplay case

A new taste of ItalyThe staggering success story of Italian food worldwide isone of the great culinary stories of the last century or so– indeed what other country has exerted an influence onthe taste buds of the planet so totally out of proportionwith its size and population? Italian restaurants can befound from Argentina to Zagreb, while in the UK Italianfood has virtually taken on the status of an unofficialnational cuisine, with a pizza or pasta restaurant in everytown of any size, and millions of devoted followers whocould not live without a regular taste of Italian cuisine.

for authentic and upmarket Italianfood products in the UK – we had60,000 customers at our restaurant inSelfridges last year, and we’ll beopening a second restaurant inTrafalgar Square later this yearthanks to the success of the original.Our philosophy is straightforward:simple, authentic dishes using only thefreshest and best-quality ingredientssourced from the finest Italian producers, including regional special-

ities like ‘Cinta Senese’ salami, Saurisprosciutto, Prato mortadella and ofcourse, our signature buffalomozzarella, which forms the mainstayof our menu. Off course you can buymozzarella virtually anywhere in theUK nowadays, but not the sort ofmozzarella we use. Ours is hand-cutmozzarella and comes from Aversa, inCampania – the world’s top producer.”

Obika have now joined forces withthe Italian Chamber of Commerce tolaunch a new scheme to promoteauthentic regional Italian food andwine in London, created at the requestof numerous Italian clients wantingto promote niche products in thecapital in an exclusive manner. Theproject aims to increase awareness oftraditional Italian food products andwines of outstanding quality, priori-tizing DOP, IGP and STG as well asIGP, DOC and DOCG labels. Featuredproducts will be served up by Obika intraditional recipes created by theirchef, and will also be sold in-store. Inaddition, the Italian Chamber ofCommerce will showcase Obika’smarketing activities within theirwebsite, with webpages dedicated tothe promotion of each individualproduct, detailing its unique charac-teristics. For further information,email cfianco@italchamind.org.uk.

IFI is the international reference com-pany in the world of technology anddesign for public premises. Foundedin 1962, IFI is known for the creationof the first bar counter devised on anindustrial-based concept (i.e., a technological system of the first generation) and it has always been aleading and innovative company inthe production of furnishings forpublic premises, especially for bars,coffee shops, ice-cream parlours andpatisseries. In 2005, IFI developed atechnological solution of the fourthgeneration: IFI PLATINUM, a highlyprofessional and extremely innovativesystem devised in collaboration withindustrial designer Makio Hasuike,who has been working in Milan, Italy,for more than thirty years now. Anextraordinary and prominent productof this new collection is represented byTONDA, the first round and rotatinggelato display case in history, whichhas revolutionized the age-old andstatic method of display ice-creamtransforming it into a thrilling showof colours and motions. In fact, thetubs rotate while surprised andadmiring customers look on and thegelato operator calls up the chosenflavours. For the first time it is thegelato that moves and not the operator.

Therefore, TONDA combines unrivalledperformance and technology with anextraordinary, functional and aestheticappeal that will seduce the customerand ensure the gelato operator totallyinnovative quality in ergonomicterms. TONDA represents an unbe-lievable revolution in the field of ice-cream display thanks to its technical breakthroughs. In fact, thetrapezoidal tubs rotate slowly insidethe round tank when the display caseis closed, showing the ice-cream fromall angles.

The gelato operator can use pedalsand manual controls to acceleraterotation and to reach the chosenflavours without having to move.Tight closure and even cold distribu-tion mean that TONDA can offerexcellent gelato storage and, at thesame time, ensure a perfect view andeasy serving access. Due to all thesefeatures, TONDA has been selected forthe ADI DESIGN INDEX 2006, a mile-stone book in view of the 21st editionof the COMPASSO D’ORO (GOLDENCOMPASS PRIZE), the most presti-gious award in Italian design. SinceMay 2006, IFI has been part of theADI (Associazione per il DisegnoIndustriale – Italian Association forIndustrial Design) as ADI Member.

””Our mozzarella is

hand-cut andcomes from Aversa,

in Campania

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They have appeared in countless Hollywood movies and have gracedthe features of innumerable celebrities(including almost the cast of Ocean’sThirteen and at least two JamesBonds). In short, if you want to looklike you’ve just walked off the redcarpet, a pair of Persol is virtually derigueur.

Persol glasses have consistentlycombined cutting-edge optical engineering with timeless style, madeaccording to the finest Italian traditions of quality and design, andpainstakingly handcrafted at theirdedicated factory in Lauriano (Turin -Italy) using only the very finest materials. Every component is asstriking as it is useful: there is nodesign for design’s sake, and no formwithout function. Persol glasses are atonce a creative icon and a piece ofhistory: Italian design working seamlessly with the world’s best engineering, proving that trends arefleeting, but true luxury and goodtaste can transcend generations.

The Persol story dates back to 1917

Here’s looking at you . . .When it comes to film-star allure, Persol glasses are in a league of their own. They havebeen worn by famous actors ranging from Greta Garbo and Steve McQueen to GeorgeClooney and Daniel Craig.

when Italian optician Giuseppe Rattibegan making protective goggles foraviators and racing drivers. The goggles were named Protector andwere soon adopted by the Italianarmed forces and military pilotsworldwide. The Persol brand itself

(from “per il sole”, meaning “for thesun”, highlighting their function ofprotecting against harmful rays) wascreated in the 1920s, since when ithas evolved into the ultimate name inItalian eyewear. They have become aclassic symbol of cinematic glamour

ever since 1961, when Persol 649 wasworn by Marcello Mastroianni in theclassic Divorce Italian Style, and havesince appeared in innumerable filmsright up to the present day, worn bymodern-day luminaries of the silverscreen.

Every detail of a modern Persol isthe result of a century-long quest forperfection – it took over 30 differentversions to arrive at the current“Supreme” version of the distinctivesilver arrow markings which havebeen a feature of all Persol glassessince the 1930s. Victor Flex Bridge andPersol’s unique Meflecto flexibilitytechnology mean every pair of glassesgently conform to any face shape,providing an unequalled combinationof comfort and strength, while lensesare scientifically formulated to protectagainst harmful sunlight.

A perfect introduction to Persol’stimeless style is offered by their newCollezione Suprema - launched inMilan at 46th Design Week on April2007 - which comprises a contemporarymakeover of three classic Persoldesigns. These are the Persol 009,combining the 4 lenses captivatingdesign with the style of a classic; thePersol 649, as worn by Mastroianni inDivorce Italian Style (and consideredby many to be the ultimate Persoldesign); and the Persol 714, madefamous by Steve McQueen (who worea pair in the 1968 blockbuster TheThomas Crown Affair). For a taste ofclassic Italian style which is as strongas it is understated, look no further.

”

”A perfect introduction toPersol’s timelessstyle is offered by their newCollezione Suprema

Every year over2,000 students

from all over theworld meet at

Istituto Marangoni

Maria Dolores Diagues and Joseph Fiennes at the launce of the 46th Milan design week.

Istituto Marangoni: Italian style in LondonMilan’s Istituto Marangoni is widely regarded as Italy’s leading fashion design school– which is to say one of the best, if not the best, in Europe. All the more notable, then,that when they chose to open their first overseas branch they chose London – alongwith Milan and Paris, one of the three great fashion capitals of Europe.

The Istituto Marangoni Londonbranch was opened in 2003 in FashionStreet, Spitalfields. As Ana Nikovska,Director of Istituto Marangoni, London,

said: “London is an extremely importantcreative centre for the fashion industryand represents an excellent cultural basewhere students can develop their skills.

Through the synergies and the connec-tions between our two locations,Milan and London, Istituto Marangonidecided to set up in London as our

students can have the chance ofstudying in two of the world’s centresof European culture.”

The Istituto Marangoni was foundedin 1935 and has long played a vitalrole in the evolution of Italian creativity, teaching three generationsof students, a total of over 30,000professionals, and has served as thelaunch platform for a series of worldrenowned names including DomenicoDolce and Stefano Gabbana, FrancoMoschino, Alberto Cantù (GiorgioArmani), Antonio Fontana (Prada),Riccardo Chiarot (ErmenegildoZegna), Ilaria Icardi (Yves Saint Laurent), Christina Schulte (RobertoCavalli), Monica Dini (Salvatore Ferragamo) and Andrea Fagioli (Versace), to name just a few.

Every year over 2,000 students fromall over the world meet at IstitutoMarangoni to pursue a shared dreamof forging a successful career in theworld of design and fashion. Talentedyoung students benefit from theexpertise and long experience of theirMarangoni tutors in order to becomethe industry professionals of thefuture. The courses offered by IstitutoMarangoni range from all sectors inthe fashion industry, including creative, managerial and commercial,structured to suit the different needs

of their international student body,with a range of short summer courses,one-year basic programmes, three-year basic programmes, and one-yearmaster programmes in fashiondesign, fashion styling, fashionbusiness, fashion accessories, fashionpromotion, brand management, fashionbuying, interior design, design direction,and product design.

Students can choose to work inMilan, London or Paris (where theIstituto has also opened a campus) – oreven in all three. Living and studyingin these cities is an education in itself.It is here that the greatest designerswork and it is here that taste becomesinternational. It is here, too, thatstudents can meet the right peopleand find the best jobs. The Istituto’sfashion courses are taught by designers,product managers, marketing experts,fashion consultants, photographers,buyers and fashion editors – highlyexperienced experts who know firsthand what the fashion and designindustry is like, and who divide theirweek between the classroom and theoffice. All are enthusiastic aboutsharing their experience and guidingfashion’s future leaders.

Istituto Marangoni is a cosmopolitancommunity dedicated to design andfashion, with students from 70 coun-tries around the world. Each bringwith them their own interests andstyle, and study in the three officiallanguages of the school: Italian,French and English. Marangonistudents also often enjoy free accessto trade fairs, exhibitions, fashion anddesign shows and parties. It is here, atone of the Europe’s leading creativeschools, that young, talented individu-als find the expertise they need tobecome professionals in their field.

”

”

Giulia Bedoni Nicola Libratti

AN INDEPENDENT SUPPLEMENT FROM MEDIAPLANET ABOUT ITALIAN BRANDS, DISTRIBUTED IN THE TIMES10

And the winner is…Lorenz NEOS receives “the red dot” for superior design quality

For its outstanding design NEOS by LORENZhas now received one of the most coveteddesign prizes worldwide: the ‘red dot’. Thisquality seal for good design is awarded annu-ally in the international ‘red dot designaward’ competition by a jury of experts andonly goes to products with a particularlysophisticated and innovative design.

The 20th anniversary of the launch of thefirst Neos collection was celebrated with aninternational contest won by the SpanishCuldeSac group. Product debut was held atNAMOC in Beijing last September. An out-standing contamination of art and industry,with overlapping elements that create aunique and perfectly harmonious object. Thewatch is made of 6-part case in 316L stainlesssteel/ outer concave case ring inpolyurethane/lugs, crown guard and buttonsplate with longitudinal tunnel/seconds handwith double balance/rubber strap. Neoswatch is produced in 3 different variations:time only quartz and automatic with S/S

bracelet or rubber strap, lady quartz andquartz chronograph. The S/S polished versionhas a special scratch proof treatment and thesatin one is produced by microbeaing: a spe-cial satin finish obtained by blasting withsteel microbeads.

Neos Chrono. Design: CuldeSacThe product assessment is carried out by an

international jury of renowned designexperts. They examine and test the productsand assess them according to criteria such asdegree of innovation, functionality,ergonomics, durability, ecological compati-bility and clarity of function. This year, companies from 43 countries with a total of2,548 products faced the jury’s verdict.

The award ceremony will take place on 25June 2007 in the Essen Aalto Theatre in frontof more than 1,000 guests. Following the ceremony, the Lorenz Neos will first be presented with the other award-winningproducts in a special exhibition, before

exhibited in the red dot design museum, thelargest exhibition of contemporary designworldwide, for the duration of one year.

For further information please go towww.red-dot.de/press.

Press contact: Lorenz S.p.A.Mrs. Anna Bolletta – Chief CommunicationOfficerc/o Sparklin’ s.r.l.Tel. +39 02 67 39 11 33e-mail: ufficiostampa@lorenz.it

Fiat: the rebirth It’s been an exciting few years for Italy’s largest company,and one of the world’s oldest and most famous car manufacturers, which is currently riding a wave of commercial and critical acclaim thanks to its alluringrange of new vehicles, which combine classic Italianstyle with the latest in 21st-century engineering.

The renaissance in the company’srecent fortunes began with the launchof the new Fiat Panda in 2003, whichwent on to scoop the internationalCar of the Year award and boost salesworldwide. Fiat’s profile and saleswere further enhanced by the GrandePunto, launched in 2005. Its successled to Fiat becoming the fastest-growing auto brand in the UK in2006, with annual sales up by over64% year-on-year (compared to anoverall market which was down by3.9% over the same period).

Fiat’s range of beautiful modernItalian cars for the 21st century willbe further consolidated by the superbnew Fiat Bravo, which goes on sale inthe UK on June 30, as well as by thenew Fiat 500, due to be launched inearly 2008. The new Bravo achievesthe quintessential Italian marriage ofstyle and substance, blending Fiat’shistorical identity with state-of-the-

art engineering, and matching pridein its heritage with a renewed deter-mination to innovate – a consciousattempt to create a “new classic” byreferences to great Italian styling traditions of the past. The Bravo is abeautiful and well-built Italian hatch-back, one which is agile, entertainingto drive, and competitive. It isdesigned to give customers the substance that comes from outstandingsafety and reliability, coupled withthe enjoyable, sporty driving stylethat the whole world expects from anItalian car.

The vehicle’s eye-catchingly smoothand uncluttered lines reinterpretstylistic elements of the great Italiancar-making tradition, without exag-geration or excess. These include theraked, windscreen, the drop-shapedheadlights, the sporty grille thatframes the new logo, and even thecolour chosen for the launch

campaign, known as Maranello Red,which is a clear tribute to the best-known symbol of Italian automotiveexcellence: Ferrari.

Due to launch in 2008, Fiat’s second new car, the Fiat 500, is anultra-compact and sporty three-doormodel which embodies the same

principles of classic Italian design andflair married to solid automotiveknow-how. The new model will beFiat’s most state-of-the-art car todate, combining outstanding fuelefficiency and environmentallyfriendly credentials with excellentsafety specifications. Aspects of its

styling hark back to the iconic NuovaFiat 500, which was launched exactlyfifty years ago, in 1957, in Turin, andwhich went on to become a motoringlegend in post-war Italy, with sales ofalmost four million. And who is to saythe new model won’t do the same?

Fiat President Luca Cordero di Montezemolo

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The UK ItalianChamber ofCommerce at120The Italian Chamber of Commerceand Industry celebrated 120 yearsin London last October. Tocommemorate this landmark, theChamber has produced a commem-orative booklet which includes abrief history of the organizationand an overview of its developmentand the changes which haveaffected it since it was set up in1886. This is followed by casestudies of Italian companies orentrepreneurs entering the UKmarket place, outlining the successstories of brands such as Fiat,Iveco, Rocco Forte Hotels, Alitaliaand Spaghetti House. A memberslisting follows, with companyprofiles of our current members.

To receive a copy, please emailChristian Fianco atcfianco@italchamind.org.uk. £10P+P will apply to non members.

Help with setting up newbusinessesIf you’re planning on setting up anew business in the UK, the ItalianChamber of Commerce offers acomplete Italian-language consul-tancy service to help you geteverything done. The servicecovers several stages, for a periodof at least three months. TheChamber will help you workthrough your launch plan, includingdiscussions about how you willfund your business, your businessplan, skills and experience, bankingfacilities, tax requirements, healthand safety regulations and so on.Other services provided by theChamber include market research,legal and tax assistance, companyformation, funding and banks,marketing, and operative andlinguistic assistance.

For further information, contactChristian Fianco atcfianco@italchamind.org.uk.

Stars of ItalianCinemaA major new retrospective of Ital-ian cinema, “Protagoniste del Cin-ema Italiano” (Stars of the ItalianCinema) will be touring London,Manchester, Edinburgh, Glasgow,Dundee and Cardiff from August21 to September 12. The retrospec-tive will cover more than fiftyyears of Italian cinematic history,featuring some of the finest Italianmovies and starring some of thecountry’s best-loved film stars.Films to be screened include “PaneAmore e Fantasia” (1953), starringGina Lollobrigida; “La Stanza DelVescovo” (1977), starring OrnellaMuti; and “La Ciociara” (1960),featuring Sofia Loren.

Italian style, Italian design,Italian living

Darren Miller, Pedini Modern Italian kitchens “Italian design represents classic harmony between the aesthetic,the functional and the innovative, and continues to push designand look for innovative solutions to age-old problems in how toorganise kitchen space in the most efficient and ergonomic way.Italian designers were responsible for many of the innovationswhich we take for granted in the modern kitchen: modular units,breakfast bars, and so on. Pedini, for instance, was one of the firstkitchen companies in the world to introduce the modular system.This means that kitchens can be fitted more easily to a variety ofspaces, which makes them cheaper, and also allows people to customize their kitchens and give them added individuality.

Our products are typical of Italian design. For one thing, all ourkitchens are still made in Italy following traditional methods andin an environment which is more like an artesanal workshop than abig, automated factory . The style is extremely Italian too. It’s verychic, but also quite understated. At first sight, our kitchens canlook a little bit plain, but then you look more closely and younotice the quality of the detail, and the way the overall effect is created using a subtle mix of materials, textures and colours. Ithink what we do is very Italian in this sense. Innovation, chic andflair – but without ever over-egging the pudding.”

Tim Maccabee, DucatiClassic Italian motorbikes“Ducati motorbikes are made at Borgo Panigale, near Bologna, notfar from the famous Ferrari factory at Maranello. It’s said that thelocals have petrol in their veins rather than blood. They love tomake things that go as fast as possible. Like many other famousItalian brands, Ducati remains a relatively small, niche company.We make about 35,000 bikes a year in total – a fraction of the numberproduced by the big Japanese firms, and the business and factorystill have a very familial atmosphere – everyone seems to knoweveryone else and takes enormous pride in the company and in itsMoto GP racing successes. The way bikes are designed is also typicalof the Italian creative mentality. Each model is designed by a singleindividual rather than by a team, and we tend to make the bikes wethink we should be making, rather than listening to marketresearch. And we also have our own special way of doing certainthings – anything from the famous red racing colour we paint ourbikes in to the unique Ducati valve system, which is exclusive to ourbikes and gives them their own inimitable sound. Any motorbikeenthusiast can tell a Ducati blindfolded just from the wonderfulnoise it makes.”

Bob Lloyd-Davies, Poltrona FrauClassic Italian furniture

“Modern Italian furniture – and Italian design in general – has avery special sense of style and balance, and a lack of unneccessaryornamentation, the kind of look which was made famous byArmani, and by architects like Renzo Piano and Giò Ponti. PoltronaFrau is a quintessentially Italian company, and we’ve worked withsome of the finest Italian designers since we were founded byRenzo Frau in 1912, people like Giò Ponti and Achille Castiglioni.All our furniture is still made in Italy, ether near Ancona in the southor at Brianza, north of Milan, which is the traditional heartland of theItalian furniture industry. The staff have this great sense of traditionand an absolute dedication to quality and design. It’s this passionwhich Italians put into everthing which makes them so successful.Just look at the World Cup…”

Francesco de Lucia, BisazzaItalian mosaics

“We work in quite an unusual business. There aren’t many mosaiccompanies around, although it’s something of an Italian speciality– three out of the world’s top four mosaic companies are from Italy,which perhaps isn’t so surprising when you think of our Romanheritage, and the number of remarkable mosaics they left scatteredaround Italy. Things have changed a bit since then, of course.Nowadays our mosaics are designed by computer and mounted onwire meshes, which makes installing them a lot faster. We also workwith a range of leading international designers from all over theworld, but we remain a very Italian company with its roots in thebeautiful city of Vicenza.”

Gaetano Micciché, Intesa Sanpaolo Italian banking“Intesa Sanpaolo is a new banking group resulting from the mergerbetween Banca Intesa and Sanpaolo IMI. We’re leaders in the Italianmarket and have a strong international presence focused on Centraland Eastern Europe and the Mediterranean, while our internationalnetwork, specialising in supporting corporate customers, is presentin 35 countries. We’re particularly well represented in areas whereItalian companies are most active, and are committed to supportingItalian brands – we currently work with market leaders such asPrada, Piaggo, Esaote, Sigma Tau, Granarolo and Jolly Hotels,among others.

Italian business enterprises are very healthy at the moment. Webelieve that the role of a major bank is to support the developmentof our country’s industrial growth. This means not only makingcapital available, but also working closely with the firms and entre-preneurs concerned to help them develop their plans and ideas aseffectively as possible. We also fund social programmes, such asProject Malawi, where we work with the Fondazione Cariplo andother humanitarian organisations.”

Roberta Crivellaro, Withers Buying property in Italy

“The majority of British are buying country properties, often quitebig estates, or old properties which they plan to renonvate,although cities like Florence, Rome and, especially, Venice, are alsobecoming increasingly popular. The sort of people who are settlingin Italy are quite different from those who are going to Spain. Theytend to be more interested in the culture. They want to learn thelanguage and become a part of the local community. Lots of Britishhave settled in Tuscany – or “Chiantishire”, as it’s become popularlyknow, thanks to the number of Brits who go on holiday or ownproperties there. It’s a lovely place to live, of course, and I’ve neverheard of anyone having any trouble settling in, or experiencingproblems with local residents. Properties in Italy are also still muchbetter value for money than those in many parts of the UK. And theweather’s better, as well…”