Diapositiva 1

| Craftsman like mastery, Italian style and a design that expresses emotions |
History | Smania today | Smania team | Brand identity
Values | Strategy | Design philosophy
Products | Product lines
Bespoke furniture | Distribution | Management | Concept store
Beyond_11 | Specials | Design planning | Contract
our history
It all began in 1967, when a young Albert Smania, created a steel table from spare parts the success achieved was immediate
and this enabled Alberto to continue creating new pieces often using his lifetime experiences as a muse.
In 1972, Smania partecipated for the first time at the Salone del Mobile di Milano. This year marks Smania’s 40th edition at the
show.
In 1980, thanks to the introduction of briar root a new wooden essence, makes its so that it becomes a leader in the furniture
industry.
In 2000, the new collection "Master", characterized, for blending both leather and wenge, a true success making Smania very
interesting for other producers to copy, still to this day.
In 2004, Smania introduces “Eden”, the companies first outdoor collection, opening more markets around the world both
residential and institutional.
In 2006 the company is sold to Giovanni Gallizio and Paolo Ravà, two young gentlemen that share the same insight that
Alberto Smania had wanting to continue the research and innovation that denote Smania.
In 2009 Alessandro La Spada becomes Smania’s creative director, appointed to ensure that the 30 years of design tradition
and recognition throughout research of expressive means and applications abled to create emotions.
... continue ...
our history
... continued ...
In 2009, "Costa Rey", is introduced. A new outdoor collection, with the indoor look, created by Alessandro La Spada, an
immediate success.
In 2010 Smania presents Master Mood, entirely in burr walnut, using steel accents to enhance the already beautiful and
unique wooden finish.
In 2011 Smania, once again at the Salone del Mobile, introduces not only a new essence “Palissandro Tabacco”, but a new
line, Beyond_11, accentuating the beauty of this prestigious wood.
At the Salone 2012, Smania will be featuring the completion of the Beyond line.
Smania today, 2012
SALONE DEL MOBILE
Smania will be showing at the Salone del Mobile of Milan, 17/22th April in Hall 5 - Stand L04.
NEW SMANIA OPENING IN THE FAR EAST
In May 2012 Smania will be opening their first shop in the capital city of Beijing, China, and shortly following a shop will be
opening in Shangai.
our team
Smania’s team is consolidated thanks to 30 years experience enriched with innovation and craftmanship.
Working side to side with modern designers, architects, craftsmen structured effeciently throughout the world with a sales
network, customer assitance and also logistically.
An international group of people waiting to undertake new and even more challanging tasks.
brand identity
Smania’s mission is that to express creativity that overpasses all conventional limits, design furniture spreading forms of
emotional communication, with the use of non conventional quality materials enabling oneself to be contaminated from all
outside influences.
In order to obtain these results, Smania uses advanced design, innovative materials and quality, to create objects that know
how to arouse emotions remaining at the same time very functional. The materials, finishes and the forms are the result of a
research and developement process made with passion and supported with experience.
our values
Elegance, constant research, a re-interpretation of our greatest classic design through a courageous exploration of innovative
materials and applications.
Our values are deeply rooted in craftsmanship, Italian style and emotional design.
our strategy
We focus on strengthening our brand identity built on excellence, tradition and innovation.
Smania today continues to offer the icons of its Master collection, while developing a new Master Mood that will create new
atmospheres and a new emotional language. Smania will continue to offer a complete residential concept which includes
living and bedroom areas, dining and seating, garden and terrace furniture, accessories such as lamps, rugs and decorative
items. A lifestyle concept also including office furniture such as bookcases, writing desks, chairs and tables.
design concept
Desire to make a statement, tell a story, leave our mark, to create products that are part of a scene of the stand, transporting
people to the “Smania” world, inviting them to be part of a lifestyle, a dream enriched by the Italian culture and elegance.
“I’m thinking of ‘SOUL INTERIOR’ that is extreme and has no boundaries. I’m thinking of a classic essence that has not been
possessed by trends. I believe in contamination, I profess a passion for well expressed elegance. Design as an individual item
and “vanishing” without a backround. I perceive the need to generate emotional languages, luxury that is not loud but rather
quiet and long lasting”.
ALESSANDRO LA SPADA
our products
Smania has been designing and producing high end indoor and outdoor furniture as well as accessories since 1960. Our
products are creations conceived for a sophisticated clientele valuing quality luxury materials and tradition in craftsmanship,
desiring to express their own personality through their lifestyle and objects surrounding them.
Plaited calfskin leather, luxurious stones and marbles, precious metals, polished lacquers, fine woods and durable yet elegant
Politech outdoor fibers. These are just some of the exclusive materials which make Smania unique and distinctive.
product line
Indoor:
• BEYOND
• BEYOND_11
• MASTER MOOD
• MASTER CLASSIC
• ESSENCE
• LINES
• MAGNOLIA
Outdoor:
• COSTA REY
The characteristics shared throughout the wide-ranging, multi-faceted Smania universe seem to be eclecticism, an innate
ability to maintain a strong identity while adapting to the most diverse requirements, understanding where market changes
are, leading and welcoming those changes without disregarding elegance and tradition.
Today, Smania is prepared to launch its new Master Mood collection and integrate the Costa Rey line with new products and
accessories.
contract
All this results in our ability to tackle many high-end prestigious contract segments such as luxury villas and private
residences, prestigious hotel presidential suites as well as high quality standard rooms, terraces, restaurants, lounges, club
houses, presidential and operative offices, theaters, auditoriums, congress centers, cinemas and yachts.
This branch of the company is run by an internal division. Among Smania’s most important contract customers are the
Sheraton hotel chain, for which it has furnished most of the Sheraton hotels in Italy, including Sheraton Rome, Sheraton
Florence and Sheraton Diana Majestic (outdoor), the Excelsior Hotel in Venice, the Gritti Palace Hotel, the Hotel Danieli, the
Hilton Florence, the Intercontinental Bora Bora Resort.
Smania also works in collaboration with a number of important luxury yacht building firms, such as Isa Yacht, PalmerJohnson, Azimut-Benetti, Baglietto.
distribution
Although Italy still represents the largest market, accounting for about 25% of sales, our distribution over the years has grown
more and more internationally. Smania is sold worldwide both in traditionally established markets such as Western Europe
and the United States, as well as in emerging markets such as Russia, India, Africa and the Middle East. Emerging markets
have been the ones registering the fastest growth and today several of them are consolidated markets where Smania holds a
significant market share. Our penetration into new markets has been facilitated thanks to our ability to service each market
individually and by adapting different solutions to local requests.
Smania’s collaboration with well known local architects has made it easier for the brand to become recognized by a certain
market segment, at times even before formal distribution channels were established. This has been possible due to our
experienced internal manufacturing base supporting the Contract Division. In fact, our in house manufacturing, rather than
outsourcing, provides us with the flexibility to customize and respond quickly to market requests, no matter their complexity.
| management |
giovanni gallizio
president
brenda basso
director of sales
roberto fregonese
director of contract sales
alessandro la spada
designer
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Italy - Milan, Salone Internazionale del Mobile 2011
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SMANIA spa
società unipersonale
via Julia 61 | z.i.
35010 VIGONZA PD | Italy
T +39 049 725000
F +39 049 8930912
[email protected]
www.smania.it