in ternat io nal - B2B24

INTERNATIONAL
casastile
NUMERO
aprile 2012
20
ORGANO UFFICIALE
ITALIAN
STYLE
T H E
E X C E L L E N C E
O F
casastile
INTERNATIONAL
n.20 - april 2012
www.living24.it
EDITOR: Donatella Treu
EDITOR-IN-CHIEF: Laura Tarroni
ASSISTANT EDITOR: Paola Melis
tel. 02 30226828 [email protected]
CONTRIBUTORS:
Marina Bellati, Future Concept Lab, Davide Rota,
Chiara Scalco
GRAPHIC DESIGN: Fabio Anselmo/studiofans
ITALIAN
STYLE
Made in Italy as a response to the crisis 4
The excellence of
9
Design&function
Andrea Branzi - Made in Italy? A cultural thing 10
BUSINESS MEDIA EDITORIAL MANAGER: Mattia Losi
OWNER AND PUBLISHER: Il Sole 24 ORE S.p.A.
REGISTERED OFFICE: Via Monte Rosa, 91 – 20149 Milano
Barazzoni 11
CHAIRMAN : Giancarlo Cerutti
CHIEF EXECUTIVE OFFICER: Donatella Treu
All-round creativity
Braccialini - Creativity and imagination
reinterpret tradition 12
HEADQUARTERS :
Via Carlo Pisacane 1 - 20016 Pero (MI) Tel. +39 02 3022.61
A.D.V. SALES DEPARTMENT: Tel. +39 02 3022.6622
ADV INCOMING DEPARTMENT: Tel. +39 02 3022.6615
Guardini 14
PRINTER: Faenza Industrie Grafiche – Faenza (RA)
SUBSCRIPTION DEPARTMENT:
[email protected]
Tel. +39 02 30226420 - Fax +39 02 30226294
Registered at the Milan Court with number 394 del 20-10-72
ROC number 6557 dated 10 december 2001
History in the making
Proraso. The values of history and deep-rooted
expertise are assets worth communicating, source
of inspiration for innovation 16
Associated:
Ballarini 18
Informativa ex D. Lgs. 196/2003 (tutela della privacy).
Il Sole 24 ORE S.p.A., titolare del trattamento, tratta, con modalità connesse
ai fini, i Suoi dati personali, liberamente conferiti al momento della sottoscrizione dell’abbonamento od acquisiti da elenchi contenenti dati personali relativi allo svolgimento di attività economiche ed equiparate, per i quali si applica l’art. 24, comma 1, lett. d) del D. Lgs. 196/2003, per inviarLe la rivista in
abbonamento od in omaggio. Il Responsabile del trattamento è il responsabile IT, cui può rivolgersi per esercitare i diritti dell’art. 7 D. Lgs. 196/2003
(accesso, correzione, cancellazione, ecc) e per conoscere l’elenco di tutti i
Responsabili del Trattamento. I Suoi dati potranno essere trattati da incaricati preposti agli ordini, al marketing, al servizio clienti e all’amministrazione e
potranno essere comunicati alle società del Gruppo 24 ORE per il perseguimento delle medesime finalità della raccolta, a società esterne per la spedizione della Rivista e per l’invio di nostro materiale promozionale.
Il Responsabile del trattamento dei dati personali raccolti in banche dati di
uso redazionale è il Direttore Responsabile a cui, presso il coordinamento
delle segreterie redazionali (fax 051 65 75 856), gli interessati potranno rivolgersi per esercitare i diritti previsti dall’art. 7, D. Lgs. 193/2003.
Gli articoli e le fotografie, anche se non pubblicati, non si restituiscono. Tutti i
diritti sono riservati; nessuna parte di questa pubblicazione può essere riprodotta, memorizzata o trasmessa in nessun modo o forma, sia essa elettronica, elettrostatica, fotocopia ciclostile, senza il permesso scritto dall’editore.
“Annuncio ai sensi dell’articolo 2, comma 2, del “Codice di deontologia relativo al trattamento dei dati personali nell’esercizio dell’attività giornalistica”.
La società Il Sole 24 ORE S.p.A., editore della rivista, rende noto al pubblico
che esistono banche-dati di uso redazionale nelle quali sono raccolti dati personali. Il luogo dove è possibile esercitare i diritti previsti dal D.LGS. n.
196/’03 è l’ufficio del Responsabile del Trattamento dei dati personali, presso
il coordinamento delle segreterie redazionali (fax 02 30226421).
Innovative cooking
Massimo Bottura. A recognisable, innovative
cuisine which incorporates loyalty to raw materials
and tradition 20
Moneta 22
News made in Italy 24
CASASTILE 3
cs close-up
Made in Italy as an ambassador
of the paradigms of
post-opulence and the values
that the recession has brought
to the fore
by Luisa Aschiero and Elisabetta Pasini
MADE IN ITALY as a response
The end of a world is a reoccurring spectre in these troubled times of crisis: in the
workplace, in the news on our TV
screens, in the political debates and in the
corridors of power. The end of a world, of
a particular kind of consumerism, should
not be confused with the end of the
world. We are witnessing a sea change,
the end of an era, one in which the relative significance of different merchandise
sectors is shifting, with people becoming
more actively involved in consumer processes, and we are seeing the development of values regarding experiences
4 CASASTILE
money cannot buy: friendship, happiness,
conviviality. In other words, we are seeing
that there can be an inversion to what
was seen as an unstoppable gowth process, as we re-prioritise and turn our
attention to issues like tastefulness, product ethics, price and quality: the things
we may like to strive for without trying to
find “virtual” shortcuts. Growth only happens if there is an urge to achieve perfection, something Italy’s many craft workers
have always striven to do. Now the artisan model is being viewed with increasing
credibility as a real possibility for the small
and medium-sized businesses that form
the backbone of the Italian economy. The
paradigms of post-opulence, which mark
a return to a sense of quality that had
been all but lost, are the routes through
which Made in Italy can, even as the
recession rumbles on, find a new raison
d’être. For too many years we hid behind
a parody of values in which knowing how
to appear and how to sell counted more
than knowing how to “do”, which is the
literally meaning of know-how. The handmade, the home-made, farmhouse fare:
all these things had become sales gim-
Local knoweledge Coin Excelsior
Making the most of local knowledge: Stefano Beraldo and the Coin Excelsior case
When you say something is Made in Italy you are playing a trump card in production terms,
since the term contains in it a sense of being able to relate to people and the transfer of
expertise and know-how which are an invaluable part of the social capital. Character and
typicality are at the heart of the Italian identity, but in order to compete on a global scale
it is important to draw up new strategies that are expansive rather than defensive, that is
to say ones that successfully transform the risk of erosion and dissolution of a local heritage into an added value.
Spreading a “culture” of taste, of good living and in particular of doing things well means
giving depth to a specific manufacturing culture and to an art centring around real quality.
The case of the new Coin Excelsior store in Milan is certainly an example of one concern
moving in this direction, as Stefano Beraldo, CEO of Gruppo Coin explained in an interesting conversation with Francesco Morace on 30 November 2011, during the Workshop
Future Concept Lab on Retail Trends at the Teatro Litta: “I think we really have entered the
post-opulence age,” says Beraldo, “and we see this on a daily basis with our customers,
who ask us for one of the hardest things it is to give: an experience with a wealth of stimuli for all the senses, as well as providing excellent value for money ….To do this we have
in recent years been kept busy selecting the best talents on the market….”.
Left:
The EGIZIA creations are made
in Poggibonsi (Siena-Tuscany)
Above:
FRATELLI GUZZINI has long
been well-established presence
in the Marche region.
to the crisis
micks rather than examples of meticulous
care taken over processes, guaranteeing
authenticity when providing true quality.
Design quality implies a return to an
appreciation of the value of doing things
well, painstakingly, by hand, even while
making the most of the potential offered
by new technologies in manufacturing
and sales processes: research and experimentation applied to the product in
order to develop expertise and achieve
high quality. “Things done well” is the the
response that the consumer world
expects at this momentous time in history,
”
Design quality means restoring
value to practical processes, to work
done with the hands
one in which a global crisis is challenging
the world of design to look beyond the
obstacles and tackle the paradigms of
post-opulence. It is important to emphasise that we are not talking about luxury
niche markets here: things need to be
done well not just for the rich, rather
things need to be made to last and to be
repaired and not simply thrown away and
replaced when they are no longer perfect,
refocusing attention on the essential qualities that really count on a new thriftier
approach to consumer spending. New
priorities must be established so that the
real value of things is appreciated once
again, since the current crisis has demonstrated the weakness of a development
model and its long-term “unsustainability”: our throwaway society has thrown
away until it can throw no more, and even
the “scrappage” schemes of recent years
no longer seem a convincing way of
generating new consumer spending.
What we need to be wanting and acquiring now is “valuable experience” not just
“things” as such. The time has come not
so much to get back to lost values but to
find new civic virtues based on sharing
CASASTILE 5
cs close-up
Made in Italy How to make the most
A USER’S GUIDE
1. Making the art of living a part of our everyday world
to create the vision of a new quality of life, through Italian
expertise.
MEMORIE is a design project by Dani-Sh Italy (http://www.danish.it/), by Treviso-based designers Daniela Archiutti and Elisabetta
Bauce. They have revived the traditional “bisquit” ceramics tableware technique (from the French word meaning “cooked twice”).
As Daniela explains: “When Elisabetta and I first met we knew we
wanted to create something that was linked to the local traditions
that have been handed down to us through centuries of hard work
by the very best craft workers in the history of manufacturing, but
which were in danger of being killed off by mass production.”
Among other things this revival process saw the creation of tablecloths and other table fabrics which have stains that gradually
fade as they are washed. “The name Memorie,” Daniela goes on,
“is an attempt to create objects that carry in them certain specific
qualities, which typically means unique local handicraft traditions,
with all their imperfections: objects actually used by their creators
and then by their subsequent owners.”
2. Defining and financing centres of stimulation
for all creative disciplines, encouraging local talent:
arts & crafts, fashion, design, architecture.
The MENS@SANA restaurant chain, created in 2003 from an idea
by Anna Lamacchia and Rodolfo Condoluci, is a workshop that
supplies sales outlets scattered around Milan. The vegan dishes,
made using natural, organic ingredients, are aimed in particular at
those with food intolerance of various kinds (allergies to animal
fats and proteins, gluten, refined sugars etc.) but also at anyone
wishing to follow a responsible diet. The recently opened point of
sale in Viale Lazio 25, by Giorgia Mauri, is a space in which to
share a healthy eating culture, without losing sight of the importance of aesthetic appeal and layout in the presentation of food.
3. Creating and implementing actions to sustain
and develop creative, small-scale enterprise, collecting
memories, creating synergies and keeping the past alive.
MEMORO.ORG, The “Memoro” Memory Bank, created in Turin, in
August 2007, gathers together and systematically orders the reminiscences of anybody born before 1950, recorded as audio or
video clips lasting a few minutes.
Alongside the tales told by Andrea Camilleri, Franca Valeri, Rita
Levi Montalcini and Giorgio Bocca, you can also listen to the
childhood memories of a Sardininan grandmother who in a strong
dialect (subtitled) describes a world that is no more. All the material featured in this non-profit making scheme to make content
about the past freely available was first approved by the editorial
team.
6 CASASTILE
4. Relaunching Italy’s typical craft traditions, ensuring
that skills are passed on down the generations, and linking
centuries-old expertise with cutting-edge technology.
Eugenio Alphandery, the current owner of OFFICINA PROFUMOFARMACEUTICA DI SANTA MARIA NOVELLA, an ancient Florentine producer of perfumes and body-care products, began its
renaissance in 1989. “The Officina,” says Alphandery, “dates back
to 1221 when Dominican friars set up a monastery just outside the
city and soon began investigating the pharmacological properties
of herbs grown in the monastery gardens.
The medicines, balms and salves they created initially went into
the small monastery infirmary.” The passion for mechanical processes, technological innovation and the revival of ancient traditions are central to the Officina’s work.
“The laboratories are a living museum: when the carpentry shop
(which had closed in 1933) was opened up, for example, it was full
of old equipment I had never seen in my life. What started as a
hobby became my job.” The restoration of the splendid museumshop in Florence and the creation of new products are the result
of a brand philosophy that is all about “tradition and innovation”.
5. Coming up with a practical application of sensitivity
to sustainability for today.
RICARICA (“Recharge”) is the first store entirely devoted to the
eco-friendly business of rechargeable detergents. As Marina
Ferrari explains, the aim is to instil a new sense of environmental
responsibility into our daily lives. The perfectly “green” store,
which opened recently in Milan (Via Bertini, 1) offers household
detergents and personal care products: washing powder, dishwasher detergents, shampoo and soap.
You bring your own plastic bottles from home and simply fill them
up again, saving money (you can have as little or as much as you
like) and reducing the amount of plastic discharged into the environment. On sale are traditional detergents and plant-based ranges, all strictly eco-sustainable. Alongside these products, the
store also sells jewellery items made from salvaged materials.
CASASTILE 7
cs close-up
Links with the city Carla Sozzani and 10 Corso Como
Tomorrow’s luxury will be all about serenity, the art of living, quality experiences: this is
why Made in Italy has the duty, not just the right, to develop an alternative development
model, in which people, social (and environmental) energies are transparent and renewable. Carla Sozzani talks about her very close links with Milan in an interview with
Francesco Morace on 30 November 2001, 10 Corso Como is recognised throughout the
world as a workshop of excellence and as the world’s first concept store, but “all of this,”
says Carla Sozzani, “has grown out of the remarkable reciprocity that has been created
with all the people who have visited our store over the years, and with whom I have discussed many of my choices then observed their reaction.
Sometimes I’d just love to put some wheels under the place and take it round the world,
if only that were possible; I do, however, like to think of it as a gift for the city: it’s the nicest
thing anyone could say to me…”.
”
Things done well – not just for the rich –
things made to last and to be repaired when
necessary
and solidarity, a process based on a number of key concepts - sustainability, the
centrality of what is human, everyday
creativity, individual rights and duties –
through which the individual needs not
only to earn the right to be co-author, as
the emphasis on today’s social media
reminds us, but also in charge of our own
destiny. A product’s tangible qualities can
enhance quality of life only if individual
talent (a value to be preserved at all costs)
is accompanied by a solid vision of the
common good, something that helps the
individual to escape the anxieties and
fears that all too often block social interaction at times like these. The Italian
development model has a number peculiarities which can be singled out in this
new process of discovering what really
matters:
- the superiority of the real economy over
the ambitious and ambiguous financial
sector;
- the superiority of manufacturing activities and its modernity in terms of product
and process innovation;
- the superiority of the small-scale busi8 CASASTILE
ness, which has spread, capillary fashion,
so deep into the world’s market niches as
to have become a major force to be reckoned with in the day-to-day processes
of globalisation;
- the superiority of the family-run business
and the processes through which it
makes adjustments in consumer spending, saving and investing;
- the superiority of the local area where
the sense of community and belonging
gives an added “local” value that can give
competitive edge, even when developing
internationally.
In the new scenarios it is not enough
simply to be adaptable, you need to construct a long-term strategic vision in
which innovation is not just based on
invention but also on the global aspect of
things. It is necessary to get back to the
original pillars of the Italian model and
from there launch a whole new vision that
is anchored in:
- creative individuality;
- the subjective regulation of social relations
- the economic power of the family;
- the importance of the real world;
From above:
The PORCELLANE D'ANCAP plant
in Sommacampagna (Verona)
The Lumezzane district (BresciaLombardia) is one of Italy’s top steelworking areas, with such firms as
SERAFINO ZANI and BUGATTI
- invisible, small-scale enterprise;
- community cohesion;
- the importance of the local area and the
scale on which it operates, also on an
institutional level.
In this scenario the true challenge of the
future for Made in Italy will be the ability to
combine local experiences and product
authenticity with a new sense of sharing,
giving rise to a hybrid economy in which
gratuitousness and commercial value
need to find alternative ways of existing
side by side and must take the form of
free, accessible experiences, as part of a
general effort to simplify everyday life, to
rediscover the essence of things and to
establish what really constitutes a valuable experience.
■
Growth only happens
if there is an urge
to achieve perfection
ITALIAN
STYLE
T H E
E X C E L L E N C E
O F
There is a definite Italian style when it comes to thinking, doing,
making and living... A style that puts quality (of processes and
products) at the centre of things and expresses itself through
a vocation for the aesthetically beautiful and tasteful that can
be traced back in time to the country’s creative and artistic tradition, and which takes its inspiration from links with the local
area. These pages set out to present the meaning and value of
Italian lifestyle through an examination of tableware and
kitchenware, in the wider context of kitchens, design, fashion
and corporate history generally. In all these different areas are
found the distinctive features of what it means to do things “the
Italian way” – useful knowledge that helps make more informed
choices.
CASASTILE 9
cs design&function
In this worldwide uncertain economic climate, even design is having to cope with
a culture which is increasingly globalised. One new context in which it is difficult
to distinguish between different forms of design; a place populated by an increasing number or individuals, all able to recognise different ways of creating design”.
So, are we still able to refer to a ‘Made in Italy’ concept? What does Italian design
mean today?
We asked one of Italy’s most intriguing designers: Andrea Branzi. He was one of
the most prominent figures within the avant-garde movement in the seventies,
belonged to groups such as Archizoom Associati and Memphis and distinguished
himself internationally with his design research.
As a co-founder of Domus Academy and lecturer at Milan Polytechnic, he is one
of the key people when trying to gain insight into the world of design and has worked with some of the biggest brands which have made Italian design famous the
world over.
Andrea Branzi
Scoiattolo
Out time
Acchiappastuzzicadenti
Made in Italy?A cultural thing
ANDREA BRANZI
DESIGNER
by Davide Rota
You are an icon of “Italian design knowhow”: how has the world’s perception
of the ‘Made in Italy’ concept altered?
“I don’t really deal with problems concerning the concept of ‘Made in Italy’ (it is
a commercial issue) but more with problems concerning Italian Design. Today, it is
less recognisable abroad, because its
design and production methods have
been adopted by many emerging countries and not just copied but also relations
between craftsmen and industries”.
Why ‘Made in Italy’?
“Even I ask myself why we continue to
refer to ‘Made in Italy’. Nowadays I don’t
think this term should be used as though
it referred to real market strategy. It is
actually the result of complex, deep-root10 CASASTILE
ed design culture”.
Can Italian design/designers still relate
to the real world surrounding them?
“Italian design is extremely diversified and
complex. Each designer has developed
his own working strategy and language.
So, it’s more a question of analysing all
the single cases rather than looking at
relationships as a whole”.
Has the ‘Made in Italy’ concept closed
in on itself or is it absorbing qualities
from other countries? So exactly how
has Italian design developed?
“Italian design, like design in other countries, has been affected by globalisation,
the standardisation of markets and the
levelling of specific local production. The
worldwide scenario is becoming less and
less Euro-centric and increasingly more
linked to a more twentieth-century logic”.
How does your work express Italian
design methods?
“I’ve never asked myself this question and
I don’t think I’d be able to; any answer I
came up with would be wrong”.
Recently, “defending intellectual qualities” was under debate and protecting
the original nature of Italian products.
How can the concept of ‘Made in Italy’
be protected?
“Industry has always had problems with
protecting patents and formal models. As
far as design culture, creativity and
expressive innovation are concerned, I
don’t think they can, or should be, protected in any way”.
■
BARAZZONI
My Lady
Company philosophy:
Barazzoni is one of those brands which is
able to sustain the concept of Made in Italy’
worldwide. This is down to its insistence on
premium quality, technology and above all,
innovation, because for Barazzoni producing
in Italy is a fundamental part of the brand’s
production strategy. Raw materials are
scrupulously checked, as are production
processes, and so consumers are offered a
high-quality, well-designed product.
Therefore, Italian products represent quality
and peace of mind for consumers.
innovative technical solutions characterise the
My Lady Spaghettiere. This pan is suitable
for cooking all types of pasta, as well as
steaming vegetables thanks to the large steel
basket. The triple-layered base means that
it can be used on any heat source including
induction hobs. This product can be
considered a natural complement to the line
or an exclusive gift in an exclusive
presentation box.
Materials: Stainless steel 18/10
Formats: Stockpot, casserole, saucepan,
low casserole, milkpot, pastapot
Founded: 1903
Type of production plant:
Over the last ten years Barazzoni has
progressively expanded production to the
point where it has become the only company
in the industry in Italy able to satisfy consumer
needs with kitchen products ranging from
steel and non-stick or ceramic-coated
aluminium.
Certifications:
Barazzoni acquires energy and gas via
the “Consorzio San Giulio” in Novara which
has always endorsed the foremost
eco-sustainable companies. Electric energy
is entirely “green”, meaning that it has been
certified as “Zero Emission Electricity”.
This translates into a guarantee and series
of interventions which certify that it has totally
eliminated CO2 emissions from the energy
and gas it has purchased.
Working relationships with designers:
Barazzoni has always utilised valuable
research both in Italy and abroad. Many
important designers have worked closely with
Barazzoni, including Ennio Lucini, Ferdinand
Alexander Porsche, Pininfarina, Mario Bellini
and Claudio Bellini, has held the position
of Art Director of the company since 2004.
Packaging: Individual box
MY LADY PASTA POT
Claudio Bellini’s creativity and Barazzoni’s
production research join forces in a line which
is unique in terms of design and technology.
The 1.2 mm-thick aluminium base follows
the soft lines of the pan. These characteristics
have certainly contributed to My Lady’s
success, in fact it has received numerous
international awards: Good Design Award
2004, Red Dot Design Award 2004,
Designpreis Deutschland 2006 Nominee,
Piemonte Torino Design Mostra 2006.
Claudio Bellini’s pencil has also produced
My Lady Titanio, a complete line of non-stick
aluminium items, ideal for high-performance
cuisine thanks to its non-stick coating made
of Teflon® Platinum Pro on a titanium base.
It’s selling point is its incredible durability
due to the combination of a thick laminated
aluminium base and titanium, the longestlasting and strongest coatings available.
Avant-garde design, futuristic lines and
Important features:
• My Lady was launched in 2003 to mark
the centenary of Barazzoni.
• It perfectly represents the concept
of ‘Made in Italy’ in terms of design,
quality and performance.
• It is characterised by a futuristic
revolutionary line.
• Top performance and energy-saving thanks
to the thick base which guarantees even
heat-distribution.
• Special triple-layered base: steel aluminium - steel.
• The handles have a practical design
to ensure a safe, comfortable grip
BARAZZONI SPA
via C. Battisti 46
28045 Invorio (NO) Italy
tel. +39 0322 253100
fax +39 0322 253150
[email protected]
Awards:
Foreign subsidiaries:
Barazzoni Espa~
na, Barazzoni Singapore
Export share: 25%
Target countries: Far East
MY LADY STAINLESS STEEL
MY LADY TITANIUM
CASASTILE 11
cs all-round creativity
Sotto: TEMI Arca, Taxi, Cestino
Here we have a real example of Italian craftsmanship; Braccialini represents inventiveness and experimentation while managing to maintain its ties to tradition. This
brand, particularly well-known for its bags, constantly pushes barriers with new
materials, unusual shapes and innovative proportions. This imagination at
Braccialini produces over 25 lines and collections each season which are characterised by bold elements and feature leather, velvet, silks and brocades.
The group’s sales increased eight fold between 2000 and 2010 by an average of
40% per year. In fact they have opened prestigious boutiques all over the world,
as well as franchise single-brand stores and corners in all the most important
department stores. Braccialini started off in Florence and as now conquered
European countries, the Middle East, Russia, China, South Korea and Japan and
has succeeded in creating a genuine idea of a unique Italian brand. Lorenzo Braccialini, the marketing and communications manager at Braccialini, explained just
how Italian style distinguishes itself.
Creativity and imagination rein
LORENZO BRACCIALINI
Which values is the concept of Italian
style based on?
“Italian style has spread all over the world
by means of three main channels: fashion, design and food in terms of national
products and traditional cuisine. These
three elements all share a strong creative
and sophisticated character but in particular, they denote a love of life and enjoyment of life’s pleasures which far exceeds
that of any other country elsewhere.
Within fashion, these characteristics are
expressed emblematically and Braccialini
interprets said virtues in a most personal
way, by combining creativity and colour
and finding inspiration in our culture.
We are Italian, but first and foremost we
are Fiorentine and our history is strongly
conditioned by the Renaissance period
which was characterised by cultural
progress and visual arts developing their
potential”.
12 CASASTILE
MARKETING AND COMMUNICATION MANAGER BRACCIALINI
How do these values feature in your
brand products?
“We have taken inspiration from the
Renaissance period and developed a creative process which is typical of Italian
craftsmanship, thus rendering Braccialini
products unique.
The combination of colours and flowers,
for instance, demonstrates real skill and
impeccable taste. We should never forget
that the decorative elements are also
inspired by the stunning Tuscan landscape which surrounds us.
External observers immediately recognise
Italian style, likewise we have to be able to
communicate the fact that we are a company, along with many other Italian fashion companies which dictates trends
which are often imitated by other countries. We have a very wide distribution, we
export to over 70 countries. This is not
just confined to fashion: look at how many
Italian restaurants there are in the world.
Our values have spread to every corner of
the globe”.
This link to tradition, combined with
know-how which has its roots in craftsmanship, is a fundamental element of
the concept of ‘Made in Italy’: how can
you make the transition from nostalgia
to innovation?
“In any case, fashion is craftsmanship.
The most simple sewing processes creates an example of craftsmanship, even
on a large scale. Our production process
is still handled by men and women who
sew, simply because there isn’t a
machine which can do the job.
However, the difference lies in the spread
of the name, how the brand gains popularity and fame over time. In fact, our
company is present all over the world.
Our leather brand sector is based on
brand-producing houses which provide
LA FAMIGLIA BRACCIALINI
A sinistra: PASSIFLORA Sotto: GHERARDINI Dodicidodici
terpret tradition
recognisable products with a recognisable emblem for the retail market.
We use outsourcing and external companies with advanced structures, exclusive
designers to develop our ideas and with
all the necessary technology for creating
prototypes. Then, if we take a look at the
actual production it should be note that it
all takes place in relatively small workshops.
The leather industry is incredibly intensive,
this is why structured companies such as
ours rely on craftsmanship.
Our new Scandicci plant doesn’t have a
production workshop: but we have developed a local production area in the surrounding area. This is vitally important for
Braccialini: the production chain plays an
important role in company development
as well as national specialisation.
We have made all our processes local,
the greatest distance between production
by Chiara Scalco
sites and headquarters is only 50 km
(Santa Croce, Pisa). Our models combine
tradition and innovation.
Our Gherardini brand, for example, is
almost 150 years old, the bags, belts,
shoes and accessories have made history. Generally speaking, Braccialini favours
development and change.
Consequently, although our collections
have a strong bond with craftsmanship,
they are constantly influenced by creativity”.
Is it possible to talk about an Italian
ethical approach to markets?
“Braccialini has certainly developed a
sense of social responsibility. This emphasis on social and environmental issues is
present in every stage of the process,
from production to sales.
We are extremely proud of the fact that
our new Scandicci plant, situated in the
heart of the leather-manufacturing district
was primarily designed with energy-saving elements in mind. It boasts a low
impact on the environment and follows
Feng Shui rules concerning the harmonious organisation of space and interiors.
We also installed renewable energy systems: solar panels provide electricity and
hot water and the vertical garden makes a
stunning feature of the main wall. We also
considered the human aspect: because
we moved from Pontassieve to Scandicci,
we took on the responsibility of transferring our staff to their place of work each
day and using our own transport at no
cost for the staff.
Perhaps our ethical approach is best represented by our acquisition of the
Amazon Life brand featuring accessories
and bags made of ecological or recycled
materials. This project helps to maintain
Indios families living in the rubber-production areas”.
■
CASASTILE 13
cs all-round creativity
GUARDINI
Keramìa
Company philosophy:
Oven-mould maker Guardini, is well known
around the world for the considerable
creativity it has developed in 60 years in the
business.Through an on-going analysis of
market trends the company keeps abreast
of changing demands, transforming
new consumer and retailer needs into
products and solutions that make cooking
more fun. The quality of the materials and the
competitive nature of its prices, together with
an endless choice of forms and colours, make
Guardini products a must for all cooking fans.
Founded: 1947
Type of production plant:
Authomatic lines for the molding of baking tins
Certifications:
ISO 9001:2008 e SA8000:2008
Working relationships with designers:
Giulio Iacchetti, Odoardo Fioravanti
and Matteo Ragni
Export share: 57%
Foreign markets:
France, Britain, Germany, the US, Russia,
Scandinavia
Export manager:
Alessandro Vicario
Top foreign clients:
Tesco, Auchan, Leclerc, Coop, Intermarché,
Carrefour
Best sellers abroad:
Coloured springforms and coloured
baking tins
KERAMÌA
Keramìa is the brand-new line of baking
moulds, designed for those who love the new
trends. The inside clear non-stick coating,
synonymous of clean and natural, is
associated with a dark red outside colour,
elegant and aesthetic for a very fashionable
result. Keramìa is not only an elegant mould,
as its innovative interior coating is the result
of a long research project carried out in
collaboration with Ilag, which gave
unprecedented results, combining
anti-adhesion and abrasion resistance, thanks
to the perfect balance between PTFE , which
guarantees the non-stick coating, and
ceramic particles, which reinforce the surface,
ensuring a high resistance to scratching and
usury.
Material:
Hi-top steel with non-stick coating, reinforced
with ceramic particles.
Variations: Loaf tin, round and square cake
tin, springform 1 and 2 bases, fiorella cake tin,
set of 4 pie tins, baking sheet, 12 muffins tray,
savarin cake pan, bake&roast pan, flan tin,
bundtform, pizza tin.
Packaging:
Carton label
Reference target:
Big surfaces chains, department stores
Product advantage:
• High non-stick performances (food does
not stick to the pan and does not dry)
• High resistance to usury and abrasion due
to the reinforcement with ceramic particles
(long-term endurance)
• Easy to clean after use (it allows you
to save water and detergent)
• Ideal for cooking without excess of oil
or butter (for a healthier cooking)
• Perfect and fast cooking in the oven thanks
to steel substrate (energy saving)
14 CASASTILE
Bake Away
Dino
BAKE AWAY
BAKE AWAY is an oven tray with
a perfectly airtight lid, equipped with
convenient handle to carry anywhere
all the preparations, cooked or to be cooked.
Bake Away is the ideal mould to share with
friends and family a taste of a savory dish
or a home-made dessert.
Material:
The baking mould is made of Hi-Top steel
with non-stick internal coating. Cover is made
of plastic
Variations:
Bake Away consists of a 24x32 cm bake &
roast pan. Cover is available on black or
coloured carryng lid
Packaging:
Sticker + Instruction for use
Reference target:
Big surfaces chains, department stores
Product advantage:
• Hi-Top steel with a single-layer of non-stick
coating ensur perfect results and non-stick
cooking. The excellent thermal conductivity of
the steel ensures rapid and uniform cooking
of sweet and savoury recipes. The non-stick
coating, specially studied for bakeware,
makes turning out the recipes easier and
guarantees a totally clean pan after use.
• Lid snaps comfortably to the edges and
allows you to lift and carry the mould and its
contents without any mishaps.
• The cover allows the sealing of the mould
and features two strong handles that allow
easy handling. The cover should be used for
storing food in the refrigerator and for
transportation.
DINO IL SALVABUDINO
GUARDINI
Volpiano (Torino)
tel. +39 011 9952890
www.guardini.com [email protected]
Dino is a line of moulds for making desserts
come out in perfect shape every time.Thanks
to the lid&cap system, that allows the flow-in
of the air between the mould walls and the
pudding while unmoulding, the turning out of
desserts is very easy and garantees perfect
results. Dino moulds are made of pure
polypropylene (PP) and polyethylene (PE),
both food-safe materials. These moulds are
now in a new tempting colours: cream and
chocolate... ideals to create a delicious
desserts in delicious tins.
Material:
Dino moulds are made of pure polypropylene
(PP) and polyethylene (PE)
Variations:
Diamond mould, 4 creme caramel mould,
Royal mould, 4 floral mould
Packaging: hang pack
Reference target:
Big surfaces chains, department stores
Product advantage:
• Bottom system garantees perfect
shape
• Food-safe materials
• Very tempting colours
CASASTILE 15
cs history in the making
Ludovico Martelli was established in Florence in 1908 and
ranks as Italy’s oldest firm concerned with the cosmetics of
shaving. In the 1940s it launched the Proraso brand. We discussed with its marketing manager Stefano Lippi the fundamental importance in advertising of highlighting all the
aspects and values that make a product instantly recognisable as being Italian.
The values of history and deep
worth communicating, source
STEFANO LIPPI
MARKETING MANAGER PRORASO
The values that distinguish products
Made in Italy, which identify them for their
quality and unmistakable style in Italy and
in the world, are without doubt the specialised production processes, the ongoing research for an ever higher level of
quality and above all the history and tradition of the local areas in which the products themselves are created.
How does that manifest these valuese
in your own brand of products?
“These values are very clearly demonstrated in Proraso products. First of all in
the new packaging, which fully reflects
the love of the traditions of the local area
in which Proraso originated and the history of its development: the signature of its
founder, Ludovico Martelli, clearly seen on
16 CASASTILE
all the new packaging, is taken from original early 20th-century documents; the
historic 1940s logo is presented in a modern revisitation on which there is an image
of the so-called Marzocco lion, symbol of
the Florentine Republic, alongside which
is a razor. Together, the two symbols convey a sense of the historical and professional origin of the brand. The wide range
of products we supply reveals the desire
to satisfy the different needs different men
have. The traditional green range, suited
to all skin types, is now accompanied by
a red range, particularly suited to the
fuller, coarser beard; by a blue range,
intended to give a deeper, more thorough
shave, and by a white range specifically
designed for sensitive skin. In addition, to
cater to a market that is becoming more
and more demanding and insist on products that are more natural without losing
any of their quality, Proraso offers products that do not contain parabens, silicons, mineral oils or sodium laureth sulphate, fully respecting the needs of both
human skin and the environment”.
Links with traditions, and a know-how
that has its roots in good old-fashioned craftsmanship, have always been
fundamental to the “Made in Italy”
concept. How do you make the transition from nostalgic appeal to innovative drive?
“By holding on firmly to that passion
which in all these years has informed the
development of our product and helped it
-rooted expertise are assets
of inspiration for innovation
earn its place in Italian product history.
The values of tradition and the expertise
we have built up over the years are an
integral part of the innovation process,
and help to improve the end products,
allowing us to progress from laboratory
research to market research on a global
scale”.
Is it possible to speak of an ethical
Italian approach to the markets?
“It certainly is. The values on which products made in Italy are based are the same
as those with which the market needs to
be approached”.
What steps do you take to make the
Italian style recognisable elsewhere in
the world?
“To convey the basic values of Italian style
and the style of Proraso in the world we
try to associate our products with an
image which calls to mind the idea of a
timeless Italian world of tradition, similar
to the approach that has been adopted in
advertising the Fiat 500, the Vespa scooter or the traditional plate of pasta. Proraso
wants to be a world ambassador for
those characteristics that make the Italian
lifestyle unique: masculinity, pride, loyalty,
but also authenticity and sincerity”.
What advertising levers do you use?
“The values Proraso uses in its communication programmes are the same. Proraso has always known and understood
what Italian values and customs are all
about and it is important to be able to get
that across in an appropriate way.
Obviously, the Italian male is at the centre
of all our advertising and we like to concentrate on the unmistakable, unique way
in which he behaves, and shaving with a
Proraso product every morning is part of
that. The new Proraso advertising campaigns pick up on the idea of daily Italian
rituals in mind. Another important development is the creation of our new website, in which the Proraso Barber’s Shop
has been recreated, a place in which to
find those values, the style, the tradition
and the particular image we want to convey as we establish a direct relationship
with the consumer”.
■
CASASTILE 17
cs history in the making
BALLARINI
Company philosophy:
Ballarini Spa was founded in 1889 and today
is one of the most important European nonstick aluminium cookware producers, leader
for innovation, design and technologies.
It is active in all market channels like mass
market, gourmet, department stores and
fidelity programs. Ballarini is present
with its products all over the world, exporting
more than 70% of its global production.
“The future of tradition”, the company’s pay
off, clearly embodies the management
philosophy: we look to the future, but
standing on a solid basis built over more than
100 years of experience.
Rialto
RIALTO
A cookware collection in thick non-stick
aluminium which strives to promote culinary
traditions via strong innovation. The emphasis
is on premuium-quality materials and 100%
Italian processes as well as ongoing research
to guarantee high-level performance.
Materials: Forged aluminium body with
differentiated thicknesses and reinforced nonstick coating Keravis.
Variations: Frying-pan, deep pan 1 handle,
pan 2 handles, casserole 2 handles, sauce
pan 1 handle, wok, grill pan, glass lid.
Founded: 1889
Packaging: Hang pack in recycled paper.
Type of production plant:
Automatic lines producing pots and pans
in non-stick aluminium for household and
professional use.
Certifications: ISO 9001:2008 - ISO
14001:2004
Working relationships with designers:
Giulio Iacchetti, Odoardo Fioravanti,
Lamberto Angelini.
Export share: 74%
Foreign markets:
Germany (30%, directed by Ballarini
Deutschland branch); E.U. countries (25%);
USA (5%, directed by Ballarini USA branch),
Middle East: 2%, rest of the world (12%).
Export manager: Vittorio Marangoni
Top foreign clients:
Karstadt, Edeka, Lotte Mart, Metro
Best sellers abroad:
Rialto collection, Taormina collection
22 CASASTILE
Reference target: Specialty stores,
department stores, independent shops.
Product advantage:
• Tested quality: Ballarini also has ongoing
controls performed by respected international
agencies to ensure that the company’s nonstick coatings are completely suitable and
safe for use with foodstuffs.
• Thin rectified base also suitable on glassceramic plates;
• heat-resistant outer coating; easy to clean;
• reinforced non-stick coating with high wear
resistance; triple non-stick coating reinforced
with high-hardness ceramic particles;
• Thermopoint - heat indicator: indicates the
ideal temperature for energy-saving frying;
• manico ergonomico termoisolante
Taormina
Verona
VERONA
This is one of Ballarini’s leading lines thanks
to the titanium base which guarantees
excellent results. The multi-layered pan has
an internal and external non-stick (PFOA free)
coating makes for high-level fat-free cooking
as well as excellent durability even with the
use of metal utensils.
Materials: Heavy gauge forged aluminium
body, stainless steel handles, glass lid with
steel rim.
Variations: Frying pan. Stir fry, covered sauté
pan with helper handle, covered Dutch oven,
covered saucepan, grill pan.
Packaging: Recycled paper box.
Reference target: Specialty stores,
department stores, independent shops.
TAORMINA
Product advantage:
• Materials ensure indeformability and
withstand corrosion;
• heat resistant easy to clean exterior
• stay-cool ergonomically designed riveted
phenolic and stainless steel handles;
• Black base improves heat absorption
for better performance;
• 4 layer non-stick coating with titanium base;
• PFOA free, heavy metal and nickel free.
The combination of elegant design and high
performance guaranteed by premiumstandard materials , makes the Taormina
collection a real star on the hob. Ideal for any
heat-source, including induction hobs,
Taormina cookware has been designed to
stand the test of time as well as wear and
tear.
Materials: Aluminium-steel composite base, 4
layer non-stick coating on titanium hard base,
heat-resistant outer coating, glass lid.
Variations: Frying-pan, deep pan 1 handle,
deep pan 1h + handgrip, deep pan 2 handles
+ glass lid, sauce pan 1 handle, casserole 2
handles + glass lid, wok, grill pan.
Packaging: Hang pack in recycled paper.
Reference target: Specialty stores,
department stores, independent shops.
BALLARINI
via Risorgimento 3
46017 Rivarolo Mantovano (MN)
tel. +39 0376 9901
www.ballarini.it
Product advantage:
• 10 years garantee;
• tested quality: Ballarini also has ongoing
controls performed by respected international
agencies to ensure that the company’s nonstick coatings are completely suitable and
safe for use with foodstuffs;
• non-slip grips in ovenproof silicone up
to 200°C
• 4 layer non-stick coating on titanium hard
base. Metal safe non-stick coating;
• Heat-resistant outer coating; easy to clean;
• Aluminium-steel composite base suitable
for all heat sources;
• Stainless steel/aluminium induction base
for maximuminduction capacity and heat
retention.
SCARICA IL CATALOGO
DI TAORMINA
8
CASASTILE 23
cs innovative cooking
Sotto: Osteria Francescana, Modena
No longer limited to just design, technology or high fashion. Today, Italian cuisine
plays a fundamental role and is one the most qualifying expressions of Italian products. In fact, top international cuisine has been speaking other languages in addition to French for some time. This is due to work carried out by numerous chefs
all over the world who promote Italian food. Bolstered by an endless list of premium products and a legacy of so many recipes that it is hard to keep count (there
are reported to be approximately 70 thousand), Italian dishes have added value:
they focus on healthy ingredients, which form the basis of the Mediterranean diet,
long-recognised as the ideal diet for a long and healthy life.
As regards the value of Italian-style cooking on an international level we talked to
one of our most prominent representatives: Massimo Bottura, patron chef at
Osteria Francescana in Modena (www.osteriafrancescana.it). This high-ranking
chef was recently awarded his third Michelin star and always features at the top of
the lists in the international guides.
He travels extensively for his job and is always coming across new inspiration for
his cooking which has its roots firmly anchored in Italian tradition yet elevated via
research which only top professionals can carry off.
A recognisable, innovative cuis
loyalty to raw materials and tra
MASSIMO BOTTURA
The concept of made in Italy corresponds to an idea of quality which is
recognised in numerous sectors by the
whole world. How far does cuisine
contribute to reinforcing Italy’s image?
“It plays a prominent role, and has
increased in recent years. Italy has managed to produce top professional figures
whose work revolves around the idea of
successfully exporting Italian quality
everywhere. This idea is supported by the
numerous awards we have received of
late; not just us at Francescana, but many
Italian chefs in every corner of the country.
This concept of being standard-bearers
for the best Italian cuisine has proved to
be fundamental in promoting our homeland (for instance wine and food tourism).
Our food has strong instant appeal on a
20 CASASTILE
CHEF
global level, this is also obvious from the
numerous invitations to important international congresses we receive on a regular
basis”.
So chefs have become standard-bearers for Italian style and quality?
“Very much so. Many of us have never
opted for easy short-cuts and each day I
work alongside skilled artisans, animal
breeders, cheese-makers, farmers and
fishermen. This is the production which
makes Italy’s raw materials among the
best in the world. Chefs vouch for this
quality through the products they choose;
then it’s down to their technical and conceptual skills to exploit the potential of the
raw material and reveal its value. Only five
years ago there was a radically different
approach, the kitchen had become
research territory and had reached a level
of extreme exasperation. We’re not talking about a change of course here, it’s
simply a natural way of developing and
looking towards the future.
One can become a contemporary chef
through research: one needs to analyse
the past in a critical fashion, free of nostalgia and treasure it. Then, the past can be
reprocessed utilising professional experience. Nothing is denied: knowing who we
are and where we come from is vital when
we wish to express our current cuisine. In
a way our kitchens are similar to Renaissance workshops – hothouses of ideas
and experience which spread all over the
world”.
Although Italian cuisine is based on
local and family traditions and lacks
ine which incorporates
dition
by Marina Bellati
codification, is it consolidated and recognisable, at least in famous dishes,
to foreigners?
“Even today Italian food is the result of
numerous national expressions which
make the gastronomic journey from
Piedmont to Sicily utterly unique. At the
same time it is completely distinctive and
immediately recognisable”.
How is high-level cuisine developing in
terms of retaining traditions and foodculture and the healthy desire for
growth?
“Top Italian chefs, both at home and
abroad, are continuing their distinctive
development of Mediterranean cooking,
there are two main characteristics of this
development. Firstly, good food where
flavour is in synch with raw materials.
Secondly, healthy food based on the
Mediterranean diet whose value has now
been officially recognised. To my mind,
Italian cuisine is headed in that direction, it
is the feather in our cap and sets us apart
from other cooking styles in the world”.
Italian food is popular abroad, though
it’s often a poor imitation of the real
thing. How do you propose to protect
and promote our cuisine?
“The problem is there, but a change is
taking place: in the past, many Italian
chefs working abroad were not properly
trained and focused on restaurant work
as an easy way to make a living.
Consequently, Italian cuisine abroad was
judged to be simple and certainly not
high-level. Today, Italian chefs are professional and are in demand to open spec-
tacular restaurants worldwide. They are
universally viewed as the most skilled creators of good Mediterranean food - light,
appealing and impressive.
The problem of degeneration lies in the
fact that our cuisine is based on extraordinary raw materials and this can cause
problems abroad with costs, or the cuisine degenerates because compromises
are made when striving to appeal to local
tastes.
It’s important to stay true to the original
flavours, to memories: I always tell young
people who come to work here “travel,
learn as much as you can, but never forget who you are and where you come
from”. I think this is the only way to communicate the Italian value of good food
which the whole world recognises”.
■
CASASTILE 21
cs innovative cooking
MONETA
Company philosophy:
Moneta, the leader in cookware in Italy in
terms of brand awareness and market share,
has managed to interpret consumer needs
and the cooking style of Italians in the kitchen
for the past 130 years. In 1986 the brand
was acquired by Alluflon Spa, a company
which has been at the cutting-edge of
cookware production for 40 years.
Alluflon is absolutely dedicated in its choice
of materials, designing shapes and attention
to detail as well as creating functional
products. All products are entirely made
in Italy at the Mondavio (PU) factory using
highly-sophisticated machinery which is
constantly checked and tested to meet high
qualitative standards.
Mammola
MAMMOLA
This collection is inspired by hand-thrown
ceramic bowls.
The appealing pot-bellied line of the pan helps
to retain heat.
The curve of the handles is soft yet decisive.
Both the shape of the accessories and the
structure of the pan combine to produce
a new classic – attractive, elegant design
Founded: 1875
Type of production plant:
Production of aluminium pans with various
types of coatings
Material:
Aluminium pan, Salvaenergia bakelite
handles, internal Ceramica_01® coating
or reinforced non-stick Whitech® coating,
external porcelain-finish enamel in brown
Certifications: ISO 9001-2008
Working relationships with designers:
BCFdesign
Foreign branches: Turkey
Export share: approximately 60%
Foreign markets:
Europe (particularly Poland, Turkey
and Russia), the Middle East, Asia
Export manager: Giovanni Bruni
Top foreign clients:
Specialised stores, department stores,
independent shops
Best sellers abroad:
Ceramica_01, Ceramica_01 Deluxe
22 CASASTILE
Design:
BCFdesign
Variations:
Frying pan, single-handle wok, griddle,
single-handle lidded casserole pan,
lasagne tin
Packaging:
Packaging from certified plants utilising
FSC and PEFC paper
Reference target:
Specialty stores, department stores,
independent shops
Product advantage:
This series is available in two versions,
with an internal Ceramica_01® coating or the
new reinforced non-stick Whitech® coating,
in this way consumers can choose the right
product for their kitchen needs
Zenit Induction
Gli Speciali
ZENIT INDUCTION
This collection features the Ceramica_01®
coating, this is Moneta’s solution which
combines technology, style and design lines
for tomorrow’s kitchens. Sleek and perfect
on induction hobs, simply stunning on any
cooking surface.
Material:
internal Ceramica_01® coating, grey external
silicon enamel coating, reinforced aluminium
pan with a magnetized steel base,
exceptionally thick, bakelite handles with
coloured details by Moneta and Salvaenergia
device.
Design:
BCFdesign
GLI SPECIALI
Collection of six items designed for both
international and Italian cuisine and different
cooking methods. The new Ceramica_01®
or Whitech® coatings make any cooking
method possible.
Every item comes in a presentation box with
its own recipe book to help consumers realise
its full potential, Silicone Moneta handle grips
are also included
Variations:
Frying pan (5 sizes), single-handle wok, glasslidded double-handle casserole pan (2 sizes),
single-handle casserole pan, glass-lidded
double-handle casserole pan (2 sizes), glasslidded single-handle baking tin, steak griddle,
crepe plate
Packaging:
packaging from certified plants using
FSC and PEFC paper
Reference target:
Specialty stores, department stores,
independent shops
Product advantage:
High-tech cooking equipment, solid and easy
to handle, premium efficiency due to the
brushed steel bottom which fully exploits the
characteristics of induction heat.
Material:
extra-thick aluminium pan, external porcelainlike enamel finish in satin grey, stainless steel
handles
Moneta è un marchio di Alluflon Spa
Loc. Pianaccio 71 - Mondavio (PU)
tel. 0721 9801
[email protected]
www.moneta.it
Design:
BCFdesign
Variations:
Multi-griddle with internal Ceramica_01®
coating, steamer with internal non-stick
Whitech® coating, paella pan with internal
Ceramica_01® coating, glass-lidded doublehandle wok with internal Ceramica_01®
coating, glass-lidded multi-functional pan
with internal Whitech® coating, no-smoke
griddle with internal non-stick Whitech®
coating.
Packaging:
Packaging from certified plants using FSC
and PEFC paper, gift box
Reference target:
specialty stores, department stores,
independent shops
Product advantage:
• Multi-griddle, cooking plate for meat, fish
and vegetables which is also suitable
for the table;
• steamer; paella pan, wide enough to
accomodate mixed dishes;
• wok for frying and sautéing;
• multi-functional pan for flash frying and slow
cooking; no-smoke griddle for odour-free
grilling. The pan includes instructions about
how to care for the internal coating.
CASASTILE 23
cs news
1. A DI ALESSI
All-time
A canteen of cutlery completes
Guido Venturini’s new collection
2. RCR CRISTALLERIA ITALIANA
Ellipse
The new line from Taken
3. RICHARD GINORI 1735
Solstizio
From the Il Design Contemporaneo
collection, Solstizio is the new
Mediterranean decoration
4. VHERNIER DE VECCHI DESIGN
Tancredi&Bartolomeo
A family of objects designed
by Giulio Iacchetti
1
TABLE
NEWSMADEINITALY
2
4
24 CASASTILE
3
1. CAMPANA HOME COOKING
Fashion
A cookware line with removable
handles (patented Fast&Simple)
2. PEDRINI
Arrow
Wide range of steel utensils coated
in soft-touch rubber
1
2
3
3. ANCAP
Magie
The new, strong pattern for Giotto
4. FRABOSK
I preziosi
Golden Chef, shiny golded 18/10
steel collection
KITCHEN
NEWSMADEINITALY
4
CASASTILE 25
cs news
1. WALD
With love
Collection in kergres, composed
of fine clay which is particularly hard
and durable
1
2. BORSALINO
Numbers
155, the number of years Borsalino
has been in business, celebrated
on silver frames
3. EGO-VETRI DELLE VENEZIE
Baguette
Vase with fine horizontal engravings,
also available in hand-painted gold
and platinum
2
4. MILLEFIORI
Lovely
Fragrance dift
HOME
NEWSMADEINITALY
3
4
26 CASASTILE
1
1. ELLEFFE
Design
Elleffe items are handcrafted
in 18/10 stainless steel
2. LINEASETTE
Mariposa
Butterflies made of porcelain grès
for wall decoration. Designed by Angelo
Spagnolo and Giuseppe Bucco
3. VG HOME
Trotty
The imposing Obice and Trotty vases
are the result of a partnership with
Bisazza, the leader in mosaics
4. BUGATTI
Glamour
Thermos flasks are made entirely
of inoxidable steel and feature
a heat-proof cap
2
OUTDOOR
3
NEWSMADEINITALY
4
CASASTILE 27