made in italy - The Italian Chamber of Commerce and Industry for

13 JUNE 2007
MADE IN ITALY
AN EXPOSURE ON TIMELESS DESIGN
Only a few pages separate you from Italian style.
www.natuzzi.co.uk
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It’s how you live
2
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CONTENTS
Made in Italy
Italian design and craftsmanship need no introduction. From the
world-famous artworks and monuments of Florence and Rome through
to iconic contemporary objects of desire ranging from Lamborghini
coupés to Armani suits, the “Made in Italy” brand is synonomous with
style, quality and innovation. Think “Italian design” and a host of
images immediately spring to mind – from top-of-the-range sports cars
and the extravagant creations of the country’s renowned fashion
designers through to more workaday design classics, ranging from
Piaggio scooters to Gaggia espresso machines – all of which exemplify the
unique 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 up
with this seemingly inexhaustible flow of timelessly stylish products? At
least part of the answer must lie in Italy’s remarkable artistic traditions,
in which the highest standards of craftsmanship are combined with an
innovative attitude towards tradition – a combination which has been a
characteristic of Italian artists since at least the Renaissance, or earlier.
As Doctor Leonardo Simonelli, President of the UK branch of the Italian
Chamber of Commerce, puts it: “Italian products are a reflection of the
country. Although Italy has a world-famous classical artistic tradition,
Italians have seen so many changes and have had contact with so many
different 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 by
a 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 means
that 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 most
famous car manufacturers, while the country also boasts major manufacturing companies like the Gruppo Indesit Merloni, one of Europe’s
top manufacturers of household appliances, and the leading aeronautical 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 yet
another area in which the country has had an influence on the world far
out of proportion with its relatively small size. A growing range of fine
Italian regional food products and wines are finding their way onto our
supermarket shelves, catering for consumers who are becoming
increasingly educated about the nuances and variety of real Italian
Milan bids for Expo 2015
p. 3
Compasso d’Oro: fifty years of
innovative 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 round
and 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
cooking. Other contemporary Italian products are less well known, but
equally 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, abroad
The “Made in Italy” phenomenon is one which is increasingly spreading
beyond the borders of Italy itself. According to Leonardo Simonelli, “For
me, the ‘Made in Italy’ label is less important than the idea that something is ‘Made by Italians’. So many Italian companies have established
themselves overseas now – whether in the UK or other parts of Europe,
the US, or even further afield in places like South America – that Italian
values have now spread internationally. Many Italian companies have
also 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 half
of their almost quarter-of-a-million-strong workforce based outside
Italy. Italian companies have always been strongly represented in
places like the UK and US. At present, there are 620 Italian companies
in the UK employing around 40,000 people. These include household
names like Fiat, Pirelli and Benetton, as well as Finmeccanica, who
have absorbed the long-established communications firm of Marconi
and the helicopter manufacturers Westland, and the Gruppo Indesit
Merloni, who count Hotpoint amongst its brands.
“Borders are less defined now,” says Simonelli, “and the future will
see an increased globalization of production. Some Japanese cars, for
example, now use elements of Italian designs (while some Italian cars,
in turn, use Japanese engineering). I think we’ll see increasing numbers
of 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 Viva
Italia Show 2007, to be held at London’s Olympia from October 5–7.
Organized by The Italian Chamber of Commerce & Industry, Viva Italia
will showcase new cultural events and lifestyle exhibits ranging through
sectors including food, wine, fashion, design, handicrafts, cars,
motorcycles, home furnishings and health and beauty. The show will
also feature fashion shows, cookery demonstrations, wine tastings,
musical and theatrical performances, classic art seminars, and a
selection of Italian short films.
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Banking and
Industry
Conference
Milan bids for Expo 2015
Italy and Milan have joined forces to create an integrated team to bid for the right to
host Expo 2015 (competing against a rival bid from Izmir in Turkey).
Milan’s proposed theme for the Expo
is “Feeding the Planet, Energy for
Life”, which will focus on food-related
issues and which promises to be an
extraordinary international event
showcasing tradition, creativity and
innovation. It will bring together
many themes that have already been
handled by past Expos, whose common core is the idea that everyone on
the planet should have access to food
that is healthy, safe and sufficient.
What kind of food we consume, who
works to grow it, how we acquire it
and who we share it with are all
important contemporary issues, while
food safety and security are a paramount priority for mankind, because
they have a direct impact on human
health and can influence cleaner
environmental policies. In a global
world the inequalities cannot be seen
as a problem of single nations but as a
shared burden.
The expo will cover a wide range of
food-related themes. These include
“Science for food safety, security and
quality”, offering an opportunity for
the international scientific community
to meet, compare notes and consider
the latest innovations for safeguarding
consumers’ health. “Innovation in the
food supply chain”, exploring ways of
enhancing the productivity and
preservation of food’s natural quality,
flavour and nutritional value.
“Technology for agriculture and
biodiversity”, examining the way in
which scientists and farmers can
work together to get the best out of
native food varieties to ensure a more
secure form of food production. The
“Food education” element of the expo
will look at teaching people how to
feed themselves properly and how to
choose the foods best suited to their
requirements and way of life.
“Solidarity and cooperation on food”
will look at the obstacles faced by
small food producers, including the
lack of access to credit, insecurity of
land tenure, lack of transport, low
prices and undeveloped trading
connections. “Food for better lifestyles”
will explore food’s fundamental role in
our quality of life, both in terms of individual physical welfare and in the
opportunities eating together give for
socializing, as well as looking at
research into devising a proper food
regime suited to children, old people
and disabled individuals. Finally, “Food
in the world’s cultures and ethnic
groups” will look at history and
Nuovo Polo di Fiera Milano
civilisations of the kitchen, with their
stories old and new, their arts and
their languages.
2015 is also a symbolic date in
relation to the UN’s Millennium Campaign (www.millenniumcampaign.org),
3
the biggest political and media initiative
ever undertaken by the United
Nations, to encourage the rising
generation to do away with poverty
as the most serious current breach of
human rights.
The annual Banking and Industry
Conference has been the most
important of the many events
organized by the UK Italian Chamber of Commerce and Industry
even since its inception in 1981. It
was originally held just prior to
the International Monetary
Fund’s meetings as an informal
get together of the participants en
route from Italy to Washington, or
to one of the meetings held
abroad. Over the years it has
became a significant event in its
own right.
This year’s conference will be
held on the 26th of October at
London’s Savoy Hotel and will
take the theme of “ Private Equity
and Public Markets: the Viewpoint of Financial Providers and
Industry in Italy and the UK”.
Around 350 delegates are expected to attend, including senior
bankers and businesspeople from
Italy and the UK involved in a
wide spectrum of business activities between the two countries.
Simultaneous Italian and English
translation facilities will be made
available. The conference will be
followed by a formal luncheon,
along with other dinners and a
reception in honour of the participants.
Fiera Milano looks to the future
and focuses on internationalisation
T
hree highly-innovative new
exhibitions aimed at the international
market: Build UP Expo, the
architecture and construction show;
TUTTOFOOD, the professional exhibition
for the food industry; and MilanoCheckUp,
the event aimed at the medicine and
healthcare sector. Launched in the first half of
the year, these three new shows allow the
Milan exhibition centre – one of the largest in
the world and one of the few to be listed on a
stock exchange – to enter three strategic
economic sectors and restate its intent to
consolidate its leadership position in the
global exhibition market.
Fiera Milano has one of the largest and most
modern exhibition sites in the world, up and
running for two years now, and boasts a
portfolio of shows unrivalled in scope and
quality: around eighty events per year for
trade professionals, with particular excellence
in various traditional Italian sectors, such as
textile-fashion, interior decoration-design,
lighting, homeware and machinery for
industrial applications. These shows have
always been the most prominent and
prestigious stage for traditional Italian
products: unique opportunities for demand
and supply to meet, where businesses can
The new Fiera Milano fairground
find out about cutting-edge developments in
their market and suppliers can meet selected
domestic and foreign buyers.
It is precisely this strengthening of the
international aspect - the increase of foreign
participation in exhibitions held in Milan and
the export of shows outside of Italy - that is
one of Fiera Milano’s primary objectives, as
highlighted in the 2007-2011 Industrial Plan.
An objective which can be built on a
widespread network of offices covering over
60 countries and which stands alongside two
other synergic and equally important
objectives: a programme to launch and revive
leading exhibitions (as shown by the three
fairs launched in the first half of 2007) and a
strong commitment to the trade publishing
industry, to complete and expand the
communication done through exhibitions.
This challenging plan, for which Fiera Milano
will invest 120 million euros in 2007/2008, is
a response to an increasingly competitive
market, in which, alongside numerous local
and national shows, only a few big, global
players are destined to survive.
“We want to be among those few” says CEO
Claudio Artusi. “We have the framework, the
professionalism, the will to succeed. And, I
believe, the ability to guarantee the added
value that businesses – which are ever more
demanding and sophisticated – require from a
large, modern exhibition organiser: a thorough
knowledge of their needs, which we can cater
to with top-quality services. From now on, the
international contest between exhibition
organisers will play out on two fields: firstly,
in terms of how effective events are at
creating business and secondly, in term of the
services available for organisers of and
visitors to the event. Fiera Milano is strong on
both these fronts, thanks to its exhibitions, its
impressive new exhibition site, and the
manner in which it monitors all the aspects of
the exhibition business: from the organisation
of exhibitions and congresses to the supply of
exhibition stands, from catering to publishing
to internet communication”.
4
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Compasso d’Oro:
fifty years of innovative design
The Compasso d’Oro industrial design award is the most prestigious award in its field, one which
aims to acknowledge and promote quality in the field of industrial design.
The award was launched in Italy in
1954 by the La Rinascente company, at
the suggestion of the noted architect
Giò Ponti and Alberto Rosselli, and
proved an immediate hit, with 5700
entries to the first competition (and
15 prizewinners). The Compasso
d’Oro was the first award of its kind in
Europe, and soon acquired an international reputation, with exhibitions
of award-winning objects being held
in Europe, the United States, Canada
and Japan – the last attracted a
staggering 3.8 million visitors during
the six months it was open. Winners
of the award include Phillippe Starck
and the famous Italian designer Mario
Bellini creator or many iconic products,
including the classic Olivetti
typewriter (and who won no less than
five awards between 1962 and 2001).
Since 1964 it has been administered
by the Associazione per il Disegno
Industriale (ADI; Association for
Industrial Design).
To celebrate the first fifty years of
the Compasso d’Oro award, the ADI
will be putting on an exhibition in
Help for new
fashion
companies
The London branch of the Italian
Chamber of Commerce and Industry
is offering a new service to companies
entering the UK fashion market for
the first time. The service involves a
partnership between the Chamber of
Commerce and Buying Vision Ltd, a
London-based marketing consultant
which specialises in providing assistance, research, training, and in
setting up business partnerships for
any company or designer in the fashion
industry interested in entering the UK
market. Buying Vision has been
founded by ex-buyers who formerly
used to work for over twenty years in
fashion groups, supermarkets and
department stores, including Harrods,
Tesco, Debenhams, the Arcadia group
and Bhs The aim of this service is to
help companies identify a market for
their products; find suitable distributors,
retailers and buyers; and to introduce
their products to the British market in
the most efficient way. Services
include training, an agents search and
market report researches. The Buying
Vision staff will be happy to meet you
for a first free consultation lasting
about one hour, after which you will
be given a quotation for the service
most suitable for your company. The
service is particularly targeted at
firms looking for the right way to
commercialise their collections in the
UK, and at consortiums, associations,
local organisations and government
bodies interested in supporting member
companies in distributing in the UK.
Naples this month of some fifty classic
design icons drawn from past
Compasso d’Oro competitions, covering
Italian (and other) design over the
half-century from 1954 to 2004. Made
in Italy classics will include the
“Luminator” lamp by Achille and Pier
Giacomo Castiglioni (from the 1955
Compasso d’Oro) and “Spider” by Joe
Colombo (Compasso d’Oro 1967), an
innovative outdoor
light that can
double as a seat.
There will also
be the chance
to see more
modern objects
like the “Maui”
chair by Vico
Magistretti and
the “Nuovo Milano”
cutlery by Ettore Sottsass,
as well as very recent products
like Denis Santachiara’s “Viva wine”
and the strikingly colourful “Little
Albert” plastic-moulded miniature
armchair by Ron Arad, a prize winner
in the 2004 awards.
Premio Compasso d’Oro ADI,19542004, Mostra d’Oltremare, Napoli,
Padiglione dell’America Latina, June
15 to 24.
Masters of Italian design
The Compasso d’Oro has provided a showcase for the works of numerous
leading Italian designers over the decades, with a sequence designs which
combine the innovative and the asthetic with the practical and the
affordable. Here are just a few of the award’s most famous recipients.
Marco Zanuso (born 1916) Another
Milan-born designer who developed the
idea of “good design” in the postwar
years, focusing on the original use of
new materials, such as his innovative
work with Pirelli’s Arflex division in
creating elegant modern chairs using
foam rubber upholstery. He also produced
a ground-breaking series of designs for
the Italian company Brionvega, including
radios and televisions, as well as the
folding “Grillo” telephone for Siemens
(1966), one of the first phones to put the
dial and the earpiece in the same unit.
Mario Bellini (born 1935). A native of Milan, in his early
career Bellini worked with many of the leading Italian companies
of his era, including Olivetti, B&B Italia, Cassina, Ideal Standard
and Poltrona Frau. For Olivetti, Bellini designed some of the
classic technological objects of the time, including calculators,
typewriters and early video display terminals. He is also an
accomplished architect, and has designed buildings throughout
Europe, Japan, the United States and the UAE.
Joe Colombo (1930–1971). One of the most brilliant Italian designers
of his generation, before his life was cut tragically short by his death
from heart failure in 1971. Joe Colombo’s vision of the “environment of
the future” led him to produce a sequence of futuristic wall-less living
spaces equpped with mobile furniture, as well as innovative individual
designs ranging from the first chair to be moulded from a single material
to the remarkable 1970 Linea 72 in-flight serving trays he designed for
Alitalia, 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 “the
new Leonardo”, Munari was an Italian polymath who made
major contributions to many fields including painting,
sculpture, film, industrial design, graphics, literature, poetry
and children’s books. A native of Milan, Munari was an early
follower of Marinetti’s futurist movement, and later came
under the influence of the French surrealists Louis Aragon
and André Breton. His design work included classics such as
the minimalist “Seat for Short Visits” (1945) and the “Knitted
Tubular Lamp” (1964) – all characterized by what Judith
Hoffberg has described as his “quiet, playful revolution,
inventing and designing with humorous and modest creativity,
challenging all conventions and stereotypes intelligently but
without flamboyance.”
Gino Colombini (born 1915) Closely associated with Kartell (of
which he became technical director in 1953), a company specializing in
making plastic articles which transform everyday, utilitarian items into
beautifully formed aesthetic objects. Many of Kartell’s products were
designed by Colombini, whose revolutionary experiments with the
possibilities of plastic transformed previously drab everyday objects
into colorful and modern, but still affordable, design icons, including
carpet beaters, lemon squeezers, wash basins, salad colanders, and a
type of unique plastic umbrella stand with a built-in steel ashtray.
(Kartell see pink chair shown above)
The 8,000 square sq ft of Natuzzi
flagship store on Finchley Road, London.
Natuzzi Italian Style
Hits London’s Finchley Road
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 loftlike 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,
Pasquale Natuzzi Chairman and Chief Designer
the Finchley Road store will provide customers
with total living room solutions, within a
contemporary and stylish environment. And
galleries and concessions in Harrods, Selfridges
with over 100 models to choose from, including
and House of Fraser Birmingham and Glasgow.
sofas, armchairs, sofabeds, cinema seating and
Natuzzi is also available at a number of
recliners, and a choice of over 100 fabrics,
premium independent furniture stores
leathers and Alcantara, the Natuzzi store is set
nationwide. Along with the new London
rom Milan to Dubai and Paris to
to become the ultimate shopping destination for
showroom, 2007 also saw Natuzzi open stores
New York, a list of Natuzzi stores is
Italian style in the capital. Offering an
in Honolulu, Tel Aviv and the prestigious
a veritable compendium of the style
unrivalled shopping experience, customers can
Nanjing Road in Shanghai. To bring the ultimate
capitals of the world. Now London joins this
even enjoy a freshly brewed coffee from
in Italian design and sophistication to your
illustrious list as Natuzzi celebrates the opening
Natuzzi's in-store coffee bar. The opening marks
living space this summer, visit your nearest
of its flagship UK store. Natuzzi, Italy's leading
a milestone in Natuzzi's plans to open a further
Natuzzi stockist. For store locations go to
furniture company, is recognised the world over
ten stores around the capital over the next two
www.natuzzi.co.uk or call 01322 312 550, and
as a name synonymous with innovation, quality
to three years, along with a further 30 stores
visit the new London store at Natuzzi.
and understated elegance. Attention to detail
with franchise partners in major cities in the UK
and commitment to comfort are second to none
and Éire. Natuzzi also has stand-alone stores in
The Pulse 333-339 Finchley Road
and these high standards are also reflected in
Croydon and Thurrock, as well as Natuzzi
London NW3 0845 004 0903
F
In addition to sofas, such as the “Diagonal”
model shown here, the Italian design label
also offers living room accessories.
6
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Italian dreamboats
Few objects are as emblematic of wealth, prestige and luxury as a
private yacht, and few yachts are as spectacularly stylish as those
produced by the Italian boat-builder Ferretti Yachts and Custom Line.
A world-leader in the manufacture of luxury yachts, motor yachts
and cruisers, Ferretti’s stunning vessels encapsulate Italian style at its
most seductive, combining the latest in technological know-how
with the ultimate in luxury and interior design.
Ferretti 881 RPH (Raised Pilot House)
When it comes to nautical expertise,
all Ferretti yachts offer state-of-theart systems, developed through an
intensive research and development
programme which had been honed
through the company’s involvement,
since 1989, in numerous racing
events, during which it twice claimed
the Offshore World Championship (in
1994 and 1997). All boats come with
“flying bridge” control systems and
feature an exclusive anti-rolling gyro
mechanism, produced by Mitsubishi,
which reduces up to 50% of boat roll,
thus offering a far smoother and more
comfortable ride compared to rival
yachts.
It’s in their design, however, that
Ferretti Yachts and Custom Line really
express their true individuality and
unmistakeably Italian origins. Cabins
and living areas are less reminiscent
of the crowded quarters traditionally
associated with on-board accommo-
dation than with a luxury villa on
water. Internal fittings and furnishings
are provided by leading Italian design
companies, while Ferretti’s signature
oversized windows create a light and
airy ambience, showing a typically
Italian love of style married to
uncompromising levels of comfort.
Ferretti Yachts (www.ferrettiyachts.com), produces industrially
designed vessels to a fixed overall
template, although buyers can choose
some of the details of the interior styling,
such as furnishings and lighting. The
Custom Line yachts (www.customline-yacht.com) offer a step up in
customer choice, offering buyers the
chance to customize the whole of
their yacht’s interior design, chosing
between different internal layout,
number of cabins and the choice of
fittings. There’s even an in-house
interior designer on hand at Custom
Line’s boat yard to assist new owners
in deciding how to style and
customize their boats.
Customers investing in a boat of
this quality take the performance of
the yacht for granted, but are drawn
to Ferretti by the unique detail and
style of the boats, and by small but
telling details like the style of the
rigging and the mooring lines, and the
more rounded sterns which distinguish
Ferretti’s yachts from their rivals.
Ferretti and Custom Line boats exemplify
a characteristically Italian love of
design in its purest form. One which
prizes understated show and style,
and which exudes wealth and class
without ever becoming too loud or
blatant.
Owning a Ferretti yacht is more than
just a status symbol. It’s also a cultural
state of mind, a way of thinking and of
“Being Ferretti”. Which also means
Being Italian.
Custom Line 97'
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A new taste of Italy ”
The staggering success story of Italian food worldwide is
one of the great culinary stories of the last century or so
– indeed what other country has exerted an influence on
the taste buds of the planet so totally out of proportion
with its size and population? Italian restaurants can be
found from Argentina to Zagreb, while in the UK Italian
food has virtually taken on the status of an unofficial
national cuisine, with a pizza or pasta restaurant in every
town of any size, and millions of devoted followers who
could not live without a regular taste of Italian cuisine.
TONDA. The revolution of the year
IFI presents the
first round and
rotating gelato
display case
IFI is the international reference company in the world of technology and
design for public premises. Founded
in 1962, IFI is known for the creation
of the first bar counter devised on an
industrial-based concept (i.e., a
technological system of the first
generation) and it has always been a
leading and innovative company in
the production of furnishings for
public premises, especially for bars,
coffee shops, ice-cream parlours and
patisseries. In 2005, IFI developed a
technological solution of the fourth
generation: IFI PLATINUM, a highly
professional and extremely innovative
system devised in collaboration with
industrial designer Makio Hasuike,
who has been working in Milan, Italy,
for more than thirty years now. An
extraordinary and prominent product
of this new collection is represented by
TONDA, the first round and rotating
gelato display case in history, which
has revolutionized the age-old and
static method of display ice-cream
transforming it into a thrilling show
of colours and motions. In fact, the
tubs rotate while surprised and
admiring customers look on and the
gelato operator calls up the chosen
flavours. For the first time it is the
gelato that moves and not the operator.
Therefore, TONDA combines unrivalled
performance and technology with an
extraordinary, functional and aesthetic
appeal that will seduce the customer
and ensure the gelato operator totally
innovative quality in ergonomic
terms. TONDA represents an unbelievable revolution in the field of
ice-cream display thanks to its
technical breakthroughs. In fact, the
trapezoidal tubs rotate slowly inside
the round tank when the display case
is closed, showing the ice-cream from
all angles.
The gelato operator can use pedals
and manual controls to accelerate
rotation and to reach the chosen
flavours without having to move.
Tight closure and even cold distribution mean that TONDA can offer
excellent gelato storage and, at the
same time, ensure a perfect view and
easy serving access. Due to all these
features, TONDA has been selected for
the ADI DESIGN INDEX 2006, a milestone book in view of the 21st edition
of the COMPASSO D’ORO (GOLDEN
COMPASS PRIZE), the most prestigious award in Italian design. Since
May 2006, IFI has been part of the
ADI (Associazione per il Disegno
Industriale – Italian Association for
Industrial Design) as ADI Member.
At the same time, the success of Italian
food has perhaps led many people to
rather take it for granted, settling for
mass-produced supermarket pizzas
and long-life pasta. The true variety
of authentic regional Italian cuisine is
still relatively little known, although
things are gradually changing. One
example of the increasing interest in
speciality Italian food is the innovative
new Obika Restaurant and Mozzarella
Bar in Selfridges, which specializes in
dishes made using mozzarella (in
particular) and other local food products.
As manager Stefano Potorti puts it:
“There’s definitely a massive market
Our mozzarella is
hand-cut and
comes from Aversa,
in Campania
”
for authentic and upmarket Italian
food products in the UK – we had
60,000 customers at our restaurant in
Selfridges last year, and we’ll be
opening a second restaurant in
Trafalgar Square later this year
thanks to the success of the original.
Our philosophy is straightforward:
simple, authentic dishes using only the
freshest and best-quality ingredients
sourced from the finest Italian
producers, including regional special-
7
ities like ‘Cinta Senese’ salami, Sauris
prosciutto, Prato mortadella and of
course, our signature buffalo
mozzarella, which forms the mainstay
of our menu. Off course you can buy
mozzarella virtually anywhere in the
UK nowadays, but not the sort of
mozzarella we use. Ours is hand-cut
mozzarella and comes from Aversa, in
Campania – the world’s top producer.”
Obika have now joined forces with
the Italian Chamber of Commerce to
launch a new scheme to promote
authentic regional Italian food and
wine in London, created at the request
of numerous Italian clients wanting
to promote niche products in the
capital in an exclusive manner. The
project aims to increase awareness of
traditional Italian food products and
wines of outstanding quality, prioritizing DOP, IGP and STG as well as
IGP, DOC and DOCG labels. Featured
products will be served up by Obika in
traditional recipes created by their
chef, and will also be sold in-store. In
addition, the Italian Chamber of
Commerce will showcase Obika’s
marketing activities within their
website, with webpages dedicated to
the promotion of each individual
product, detailing its unique characteristics. For further information,
email [email protected].
8
AN INDEPENDENT SUPPLEMENT FROM MEDIAPLANET ABOUT ITALIAN BRANDS, DISTRIBUTED IN THE TIMES
Here’s looking at you . . .
When it comes to film-star allure, Persol glasses are in a league of their own. They have
been worn by famous actors ranging from Greta Garbo and Steve McQueen to George
Clooney and Daniel Craig.
They have appeared in countless
Hollywood movies and have graced
the features of innumerable celebrities
(including almost the cast of Ocean’s
Thirteen and at least two James
Bonds). In short, if you want to look
like you’ve just walked off the red
carpet, a pair of Persol is virtually de
rigueur.
Persol glasses have consistently
combined cutting-edge optical
engineering with timeless style, made
according to the finest Italian
traditions of quality and design, and
painstakingly handcrafted at their
dedicated factory in Lauriano (Turin Italy) using only the very finest
materials. Every component is as
striking as it is useful: there is no
design for design’s sake, and no form
without function. Persol glasses are at
once a creative icon and a piece of
history: Italian design working
seamlessly with the world’s best
engineering, proving that trends are
fleeting, but true luxury and good
taste can transcend generations.
The Persol story dates back to 1917
when Italian optician Giuseppe Ratti
began making protective goggles for
aviators and racing drivers. The
goggles were named Protector and
were soon adopted by the Italian
armed forces and military pilots
worldwide. The Persol brand itself
(from “per il sole”, meaning “for the
sun”, highlighting their function of
protecting against harmful rays) was
created in the 1920s, since when it
has evolved into the ultimate name in
Italian eyewear. They have become a
classic symbol of cinematic glamour
”
A perfect
introduction to
Persol’s timeless
style is offered
by their new
Collezione
Suprema
”
ever since 1961, when Persol 649 was
worn by Marcello Mastroianni in the
classic Divorce Italian Style, and have
since appeared in innumerable films
right up to the present day, worn by
modern-day luminaries of the silver
screen.
Every detail of a modern Persol is
the result of a century-long quest for
perfection – it took over 30 different
versions to arrive at the current
“Supreme” version of the distinctive
silver arrow markings which have
been a feature of all Persol glasses
since the 1930s. Victor Flex Bridge and
Persol’s unique Meflecto flexibility
technology mean every pair of glasses
gently conform to any face shape,
providing an unequalled combination
of comfort and strength, while lenses
are scientifically formulated to protect
against harmful sunlight.
A perfect introduction to Persol’s
timeless style is offered by their new
Collezione Suprema - launched in
Milan at 46th Design Week on April
2007 - which comprises a contemporary
makeover of three classic Persol
designs. These are the Persol 009,
combining the 4 lenses captivating
design with the style of a classic; the
Persol 649, as worn by Mastroianni in
Divorce Italian Style (and considered
by many to be the ultimate Persol
design); and the Persol 714, made
famous by Steve McQueen (who wore
a pair in the 1968 blockbuster The
Thomas Crown Affair). For a taste of
classic Italian style which is as strong
as it is understated, look no further.
Maria Dolores Diagues and Joseph Fiennes at the launce of the 46th Milan design week.
Istituto Marangoni:
Italian style in London
Milan’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 – along
with Milan and Paris, one of the three great fashion capitals of Europe.
Nicola Libratti
Giulia Bedoni
The Istituto Marangoni London
branch was opened in 2003 in Fashion
Street, Spitalfields. As Ana Nikovska,
Director of Istituto Marangoni, London,
said: “London is an extremely important
creative centre for the fashion industry
and represents an excellent cultural base
where students can develop their skills.
Through the synergies and the connections between our two locations,
Milan and London, Istituto Marangoni
decided to set up in London as our
”
Every year over
2,000 students
from all over the
world meet at
Istituto Marangoni
”
students can have the chance of
studying in two of the world’s centres
of European culture.”
The Istituto Marangoni was founded
in 1935 and has long played a vital
role in the evolution of Italian
creativity, teaching three generations
of students, a total of over 30,000
professionals, and has served as the
launch platform for a series of world
renowned names including Domenico
Dolce and Stefano Gabbana, Franco
Moschino, Alberto Cantù (Giorgio
Armani), Antonio Fontana (Prada),
Riccardo Chiarot (Ermenegildo
Zegna), Ilaria Icardi (Yves Saint
Laurent), Christina Schulte (Roberto
Cavalli), Monica Dini (Salvatore
Ferragamo) and Andrea Fagioli
(Versace), to name just a few.
Every year over 2,000 students from
all over the world meet at Istituto
Marangoni to pursue a shared dream
of forging a successful career in the
world of design and fashion. Talented
young students benefit from the
expertise and long experience of their
Marangoni tutors in order to become
the industry professionals of the
future. The courses offered by Istituto
Marangoni range from all sectors in
the 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, threeyear basic programmes, and one-year
master programmes in fashion
design, fashion styling, fashion
business, fashion accessories, fashion
promotion, brand management, fashion
buying, interior design, design direction,
and product design.
Students can choose to work in
Milan, London or Paris (where the
Istituto has also opened a campus) – or
even in all three. Living and studying
in these cities is an education in itself.
It is here that the greatest designers
work and it is here that taste becomes
international. It is here, too, that
students can meet the right people
and find the best jobs. The Istituto’s
fashion courses are taught by designers,
product managers, marketing experts,
fashion consultants, photographers,
buyers and fashion editors – highly
experienced experts who know first
hand what the fashion and design
industry is like, and who divide their
week between the classroom and the
office. All are enthusiastic about
sharing their experience and guiding
fashion’s future leaders.
Istituto Marangoni is a cosmopolitan
community dedicated to design and
fashion, with students from 70 countries around the world. Each bring
with them their own interests and
style, and study in the three official
languages of the school: Italian,
French and English. Marangoni
students also often enjoy free access
to trade fairs, exhibitions, fashion and
design shows and parties. It is here, at
one of the Europe’s leading creative
schools, that young, talented individuals find the expertise they need to
become professionals in their field.
10
AN INDEPENDENT SUPPLEMENT FROM MEDIAPLANET ABOUT ITALIAN BRANDS, DISTRIBUTED IN THE TIMES
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 alluring
range of new vehicles, which combine classic Italian
style with the latest in 21st-century engineering.
The renaissance in the company’s
recent fortunes began with the launch
of the new Fiat Panda in 2003, which
went on to scoop the international
Car of the Year award and boost sales
worldwide. Fiat’s profile and sales
were further enhanced by the Grande
Punto, launched in 2005. Its success
led to Fiat becoming the fastestgrowing auto brand in the UK in
2006, with annual sales up by over
64% year-on-year (compared to an
overall market which was down by
3.9% over the same period).
Fiat’s range of beautiful modern
Italian cars for the 21st century will
be further consolidated by the superb
new Fiat Bravo, which goes on sale in
the UK on June 30, as well as by the
new Fiat 500, due to be launched in
early 2008. The new Bravo achieves
the quintessential Italian marriage of
style and substance, blending Fiat’s
historical identity with state-of-the-
art engineering, and matching pride
in its heritage with a renewed determination to innovate – a conscious
attempt to create a “new classic” by
references to great Italian styling
traditions of the past. The Bravo is a
beautiful and well-built Italian hatchback, one which is agile, entertaining
to drive, and competitive. It is
designed to give customers the
substance that comes from outstanding
safety and reliability, coupled with
the enjoyable, sporty driving style
that the whole world expects from an
Italian car.
The vehicle’s eye-catchingly smooth
and uncluttered lines reinterpret
stylistic elements of the great Italian
car-making tradition, without exaggeration or excess. These include the
raked, windscreen, the drop-shaped
headlights, the sporty grille that
frames the new logo, and even the
colour chosen for the launch
campaign, known as Maranello Red,
which is a clear tribute to the bestknown symbol of Italian automotive
excellence: Ferrari.
Due to launch in 2008, Fiat’s
second new car, the Fiat 500, is an
ultra-compact and sporty three-door
model which embodies the same
principles of classic Italian design and
flair married to solid automotive
know-how. The new model will be
Fiat’s most state-of-the-art car to
date, combining outstanding fuel
efficiency and environmentally
friendly credentials with excellent
safety specifications. Aspects of its
styling hark back to the iconic Nuova
Fiat 500, which was launched exactly
fifty years ago, in 1957, in Turin, and
which went on to become a motoring
legend in post-war Italy, with sales of
almost four million. And who is to say
the new model won’t do the same?
Fiat President Luca Cordero di Montezemolo
And the winner is…
Lorenz NEOS receives “the red dot” for superior design quality
For its outstanding design NEOS by LORENZ
has now received one of the most coveted
design prizes worldwide: the ‘red dot’. This
quality seal for good design is awarded annually in the international ‘red dot design
award’ competition by a jury of experts and
only goes to products with a particularly
sophisticated and innovative design.
The 20th anniversary of the launch of the
first Neos collection was celebrated with an
international contest won by the Spanish
CuldeSac group. Product debut was held at
NAMOC in Beijing last September. An outstanding contamination of art and industry,
with overlapping elements that create a
unique and perfectly harmonious object. The
watch is made of 6-part case in 316L stainless
steel/ outer concave case ring in
polyurethane/lugs, crown guard and buttons
plate with longitudinal tunnel/seconds hand
with double balance/rubber strap. Neos
watch is produced in 3 different variations:
time only quartz and automatic with S/S
bracelet or rubber strap, lady quartz and
quartz chronograph. The S/S polished version
has a special scratch proof treatment and the
satin one is produced by microbeaing: a special satin finish obtained by blasting with
steel microbeads.
Neos Chrono. Design: CuldeSac
The product assessment is carried out by an
international jury of renowned design
experts. They examine and test the products
and assess them according to criteria such as
degree of innovation, functionality,
ergonomics, durability, ecological compatibility and clarity of function. This year,
companies from 43 countries with a total of
2,548 products faced the jury’s verdict.
The award ceremony will take place on 25
June 2007 in the Essen Aalto Theatre in front
of more than 1,000 guests. Following the
ceremony, the Lorenz Neos will first be
presented with the other award-winning
products in a special exhibition, before
exhibited in the red dot design museum, the
largest exhibition of contemporary design
worldwide, for the duration of one year.
For further information please go to
www.red-dot.de/press.
Press contact:
Lorenz S.p.A.
Mrs. Anna Bolletta – Chief Communication
Officer
c/o Sparklin’ s.r.l.
Tel. +39 02 67 39 11 33
e-mail: [email protected]
AN INDEPENDENT SUPPLEMENT FROM MEDIAPLANET ABOUT ITALIAN BRANDS, DISTRIBUTED IN THE TIMES
Italian style, Italian design,
Italian living
Tim Maccabee, Ducati
Classic Italian motorbikes
Darren Miller, Pedini
Modern Italian kitchens
“Ducati motorbikes are made at Borgo Panigale, near Bologna, not
far from the famous Ferrari factory at Maranello. It’s said that the
locals have petrol in their veins rather than blood. They love to
make things that go as fast as possible. Like many other famous
Italian brands, Ducati remains a relatively small, niche company.
We make about 35,000 bikes a year in total – a fraction of the number
produced by the big Japanese firms, and the business and factory
still have a very familial atmosphere – everyone seems to know
everyone else and takes enormous pride in the company and in its
Moto GP racing successes. The way bikes are designed is also typical
of the Italian creative mentality. Each model is designed by a single
individual rather than by a team, and we tend to make the bikes we
think we should be making, rather than listening to market
research. And we also have our own special way of doing certain
things – anything from the famous red racing colour we paint our
bikes in to the unique Ducati valve system, which is exclusive to our
bikes and gives them their own inimitable sound. Any motorbike
enthusiast can tell a Ducati blindfolded just from the wonderful
noise it makes.”
“Italian design represents classic harmony between the aesthetic,
the functional and the innovative, and continues to push design
and look for innovative solutions to age-old problems in how to
organise kitchen space in the most efficient and ergonomic way.
Italian designers were responsible for many of the innovations
which we take for granted in the modern kitchen: modular units,
breakfast bars, and so on. Pedini, for instance, was one of the first
kitchen companies in the world to introduce the modular system.
This means that kitchens can be fitted more easily to a variety of
spaces, 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 our
kitchens are still made in Italy following traditional methods and
in an environment which is more like an artesanal workshop than a
big, automated factory . The style is extremely Italian too. It’s very
chic, but also quite understated. At first sight, our kitchens can
look a little bit plain, but then you look more closely and you
notice the quality of the detail, and the way the overall effect is
created using a subtle mix of materials, textures and colours. I
think what we do is very Italian in this sense. Innovation, chic and
flair – but without ever over-egging the pudding.”
Francesco de Lucia, Bisazza
Italian mosaics
“We work in quite an unusual business. There aren’t many mosaic
companies 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 Roman
heritage, and the number of remarkable mosaics they left scattered
around Italy. Things have changed a bit since then, of course.
Nowadays our mosaics are designed by computer and mounted on
wire meshes, which makes installing them a lot faster. We also work
with a range of leading international designers from all over the
world, but we remain a very Italian company with its roots in the
beautiful city of Vicenza.”
Bob Lloyd-Davies, Poltrona Frau
Classic Italian furniture
“Modern Italian furniture – and Italian design in general – has a
very special sense of style and balance, and a lack of unneccessary
ornamentation, the kind of look which was made famous by
Armani, and by architects like Renzo Piano and Giò Ponti. Poltrona
Frau is a quintessentially Italian company, and we’ve worked with
some of the finest Italian designers since we were founded by
Renzo Frau in 1912, people like Giò Ponti and Achille Castiglioni.
All our furniture is still made in Italy, ether near Ancona in the south
or at Brianza, north of Milan, which is the traditional heartland of the
Italian furniture industry. The staff have this great sense of tradition
and an absolute dedication to quality and design. It’s this passion
which Italians put into everthing which makes them so successful.
Just look at the World Cup…”
Gaetano Micciché, Intesa Sanpaolo
Italian banking
“Intesa Sanpaolo is a new banking group resulting from the merger
between Banca Intesa and Sanpaolo IMI. We’re leaders in the Italian
market and have a strong international presence focused on Central
and Eastern Europe and the Mediterranean, while our international
network, specialising in supporting corporate customers, is present
in 35 countries. We’re particularly well represented in areas where
Italian companies are most active, and are committed to supporting
Italian brands – we currently work with market leaders such as
Prada, Piaggo, Esaote, Sigma Tau, Granarolo and Jolly Hotels,
among others.
Italian business enterprises are very healthy at the moment. We
believe that the role of a major bank is to support the development
of our country’s industrial growth. This means not only making
capital available, but also working closely with the firms and entrepreneurs concerned to help them develop their plans and ideas as
effectively as possible. We also fund social programmes, such as
Project Malawi, where we work with the Fondazione Cariplo and
other humanitarian organisations.”
Roberta Crivellaro, Withers
Buying property in Italy
“The majority of British are buying country properties, often quite
big estates, or old properties which they plan to renonvate,
although cities like Florence, Rome and, especially, Venice, are also
becoming increasingly popular. The sort of people who are settling
in Italy are quite different from those who are going to Spain. They
tend to be more interested in the culture. They want to learn the
language and become a part of the local community. Lots of British
have settled in Tuscany – or “Chiantishire”, as it’s become popularly
know, thanks to the number of Brits who go on holiday or own
properties there. It’s a lovely place to live, of course, and I’ve never
heard of anyone having any trouble settling in, or experiencing
problems with local residents. Properties in Italy are also still much
better value for money than those in many parts of the UK. And the
weather’s better, as well…”
11
The UK Italian
Chamber of
Commerce at
120
The Italian Chamber of Commerce
and Industry celebrated 120 years
in London last October. To
commemorate this landmark, the
Chamber has produced a commemorative booklet which includes a
brief history of the organization
and an overview of its development
and the changes which have
affected it since it was set up in
1886. This is followed by case
studies of Italian companies or
entrepreneurs entering the UK
market place, outlining the success
stories of brands such as Fiat,
Iveco, Rocco Forte Hotels, Alitalia
and Spaghetti House. A members
listing follows, with company
profiles of our current members.
To receive a copy, please email
Christian Fianco at
[email protected]. £10
P+P will apply to non members.
Help with
setting up new
businesses
If you’re planning on setting up a
new business in the UK, the Italian
Chamber of Commerce offers a
complete Italian-language consultancy service to help you get
everything done. The service
covers several stages, for a period
of at least three months. The
Chamber will help you work
through your launch plan, including
discussions about how you will
fund your business, your business
plan, skills and experience, banking
facilities, tax requirements, health
and safety regulations and so on.
Other services provided by the
Chamber include market research,
legal and tax assistance, company
formation, funding and banks,
marketing, and operative and
linguistic assistance.
For further information, contact
Christian Fianco at
[email protected].
Stars of Italian
Cinema
A major new retrospective of Italian cinema, “Protagoniste del Cinema Italiano” (Stars of the Italian
Cinema) will be touring London,
Manchester, Edinburgh, Glasgow,
Dundee and Cardiff from August
21 to September 12. The retrospective will cover more than fifty
years of Italian cinematic history,
featuring some of the finest Italian
movies and starring some of the
country’s best-loved film stars.
Films to be screened include “Pane
Amore e Fantasia” (1953), starring
Gina Lollobrigida; “La Stanza Del
Vescovo” (1977), starring Ornella
Muti; and “La Ciociara” (1960),
featuring Sofia Loren.