Beyond the Magazine - - SOMMARIO -

The ma­na­ge­ment and po­si­tio­ning stra­te­gy to esta­bli­sh the in­du­strial Group, in­ter­na­tio­nal mar­ket lea­der in ar­chi­tec­tu­ral ce­ra­mic sur­fa­ces, in ma­jor de­si­gn ca­pi­tals con­ti­nues with a new sho­w­room for Iris Ce­ra­mi­ca Group Mi­lan, on the corner of via San­ta Mar­ghe­ri­ta and pri­va­te via Fa­ri­ne.

Lo­ca­ted bet­ween the Duo­mo and Piaz­za Cor­du­sio, Hol­ding’s new wel­co­ming flagship sto­re pro­vi­des an over­view of the en­ti­re col­lec­tions and de­si­gns of its brands: Ario­stea, FMG Fab­bri­ca Mar­mi e Gra­ni­ti, Fian­dre Ar­chi­tec­tu­ral Sur­fa­ces, Iris Ce­ra­mi­ca, Por­ce­lain­gres, Sa­pien­sto­ne and new­ly laun­ched ba­th­room fur­ni­shings brand Se­ven­tyo­ne­per­cent®.

Fol­lo­wing on from the re­cent opening of its Lon­don, New York and Ber­lin sto­res, the Group has trans­fer­red its bu­si­ness hea­d­quar­ters from the hi­sto­ric Spa­zio­f­mg per l’ar­chi­tet­tu­ra gal­le­ry in the Tor­to­na quar­ter, to a new, lar­ger and mo­re pre­sti­gious lo­ca­tion in Bre­ra, ena­bling the firm to bet­ter ac­cen­tua­te its ex­per­ti­se and cul­tu­ral he­ri­ta­ge gai­ned in over twel­ve years of ex­hi­bi­tions and even­ts.

Cu­ra­ted by Area-17 Ar­chi­tec­tu­re & In­te­riors de­si­gn stu­dio, the new 750 squa­re me­ter pre­mi­ses for Iris Ce­ra­mi­ca Group Mi­lan we­re pre­viou­sly oc­cu­pied by a bank and ex­tend over th­ree floors. When re­fur­bi­shing the en­ti­re struc­tu­re, par­ti­cu­lar at­ten­tion was paid to de­si­gning an ex­clu­si­ve am­bian­ce ai­med at crea­ting a strong emo­ti­ve, per­so­nal re­la­tion­ship with cu­sto­mers.

The im­mi­nent opening al­so pu­ts the spo­tlight on laun­ching Se­ven­tyo­ne­per­cent, pre­viewed in­si­de the new Mi­lan flagship sto­re. The la­te­st brand, crea­ted in col­la­bo­ra­tion with Pao­lo Ca­stel­li, of­fers un­pre­ce­den­ted ae­sthe­tic ex­pe­rien­ce in the well­ness & ba­th­room sec­tor, th­rou­gh a col­lec­tion of com­ple­men­ta­ry fur­ni­shings com­bi­ning re­sear­ch, de­si­gn and su­stai­na­bi­li­ty.

Iris Ce­ra­mi­ca Group Mi­lan aims to be­co­me a point of re­fe­ren­ce and in­spi­ra­tion for the in­ter­na­tio­nal com­mu­ni­ty of ar­chi­tec­ts and in­te­rior de­si­gners. Ra­ther than a me­re di­splay area it is an ex­clu­si­ve mee­ting pla­ce to esta­bli­sh bu­si­ness re­la­tion­ships and ge­ne­ra­te new sy­ner­gies..

Visionnair­e is a me­ta­lu­xu­ry li­fe­sty­le brand pre­sent in mo­re than 55 coun­tries with a pre­sen­ce of over 30 mo­no­brand sto­res and a lar­ge net­work of se­lec­ted de­part­ment sto­res and lu­xu­ry mul­ti­brands all over the world. Uni­que­ness, con­tem­po­ra­ry sty­le and Ma­de in Ita­ly vo­ca­tion are foun­ding va­lues of the brand that has been able to con­quer a ra­pid lea­der­ship in the in­ter­na­tio­nal pa­no­ra­ma of lu­xu­ry de­si­gn as a pro­po­sal for a pre­cious to­tal look and cu­sto­mi­zed in de­tail.

Visionnair­e now has a col­lec­tion of over 2500 items: thanks to the col­la­bo­ra­tion of a team of ex­pert, eclec­tic and vi­sio­na­ry de­si­gners, bo­th Ita­lian and fo­rei­gn, it pro­po­ses itself as the ideal part­ner for be­spo­ke lu­xu­ry pro­po­sals in pri­va­te and con­tract con­tex­ts, in lu­xu­ry ho­tels as well as in the ya­ch­ting and avia­tion sec­tor.

How do you think the di­gi­tal me­dia can of­fer sup­port to phy­si­cal even­ts, from the Fuo­ri­sa­lo­ne to the laun­ch of new pro­duc­ts across the year in the sho­w­room?

Gi­ven the hi­sto­ri­cal mo­ment, the di­gi­tal ex­pe­rien­ce be­co­mes es­sen­tial to be able to com­mu­ni­ca­te the va­lues and pro­duc­ts of the brand’s col­lec­tions. In this di­rec­tion, Visionnair­e pre­sen­ts the new Beau­ty col­lec­tion for 2020 du­ring the de­si­gn week in Ju­ne th­rou­gh th­ree li­ve broa­d­casts on 17-18-19 Ju­ne, seen on the official so­cial net­work pro­fi­les of the com­pa­ny and its web­si­te.

The li­ve even­ts ad­dress th­ree fun­da­men­tal the­mes of the pa­th the brand has ta­ken du­ring the year, esta­bli­shing ho­ri­zons in con­stant evo­lu­tion. Visionnair­e has pro­du­ced the con­tent in com­ple­te au­to­no­my, over­seeing the tech­ni­cal or­ga­ni­za­tion of the broa­d­casts and de­mon­stra­ting a ca­pa­ci­ty to re­spond to new ways of com­mu­ni­ca­ting, with great fle­xi­bi­li­ty and in­ven­ti­ve en­thu­sia­sm.

Mi­lan and its ro­le for de­si­gn

Mi­lan and de­si­gn are sim­ply in­se­pa­ra­ble! The ca­pi­tal of de­si­gn and sho­w­ca­se of Ita­lian sty­le in the world, this ci­ty re­pre­sen­ts ex­cel­len­ce in the th­ree F’s: Fa­shion, Food and Fur­ni­tu­re. It is the ho­me of the Sa­lo­ne In­ter­na­zio­na­le del Mo­bi­le, the world’s lea­ding fair for de­si­gn pro­duc­tion. Mi­lan is fer­ti­le, uni­que ground for in­te­rac­tion bet­ween bu­si­ness, the crea­ti­vi­ty of de­si­gners and the know-how of ar­ti­sans. A uni­que ge­nius lo­ci.

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