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De­mand for de­sign prod­ucts re­mains strong in South­east Asia, con­firms Mr. Ot­ta­viano Bor­gonovo, co-owner of MisuraEmme. Lat­est data from Fed­er­leg­noArredo, the sec­tor as­so­ci­a­tion that brings to­gether Ital­ian wood and fur­ni­ture com­pa­nies, in­di­cates that Italy is the third largest sup­plier to Sin­ga­pore, with 52.2 mil­lion eu­ros, as well as to Thai­land and Viet­nam, be­hind China and Malaysia, he cites. “This trend should con­tinue in the years to come, grant­ing even more im­por­tance to Italy as one of the lead­ing play­ers.” De­mand is go­ing through de­ci­sive trans­for­ma­tion with re­spect to the past, Mr. Bor­gonovo ob­serves, as the new gen­er­a­tion prefers mod­ern de­sign, with ra­tio­nal lines, vis­ual light­ness, and strong, dra­matic pres­ence based mainly on the use of pre­cious ma­te­ri­als and warm tones, he says. “MisuraEmme re­sponds to these needs by eval­u­at­ing and cus­tomiz­ing prod­ucts in all their as­pects, with­out set­ting the limit of a sin­gle mar­ket, but in­ter­act­ing with an in­ter­na­tional clien­tele that has dif­fer­ent re­quire­ments.” Mr. Bor­gonovo adds that a large seg­ment of MisuraEmme au­di­ence com­prises ar­chi­tects work­ing on con­tract projects whose re­quire­ments drive the orig­i­nal projects that are then in­serted in the cat­a­log later.

South­east Asian mar­kets, which reg­is­ter strong growth, are key to MisuraEmme’s in­ter­na­tion­al­iza­tion pol­icy. “At the mo­ment, we have iden­ti­fied Mar­quis Hqo and Ma­gran Liv­ing as two strong part­ners, ca­pa­ble of com­mu­ni­cat­ing our life­style to the clien­tele of the coun­tries in which they op­er­ate; these are also the two largest show­rooms, given the fact that they are both mono-brand fa­cil­i­ties with an area of 350 square me­tres.” In the parts of the re­gion, spe­cially in the Philip­pines, Korea and Tai­wan, MisuraEmme op­er­ates through deal­ers in multi­brand spa­ces. “In the com­ing months we will open an­other mono-brand in Viet­nam, but many win­dows are open­ing and there are many pos­si­bil­i­ties for busi­ness in this vast, dy­namic ter­ri­tory. I am also think­ing of Aus­tralia, a nearby mar­ket that of­fers very in­ter­est­ing op­por­tu­ni­ties.” In South­east Asia the bound­ary be­tween re­tail and con­tract busi­nesses is very fluid, says Mr. Bor­gonovo. “The re­tail projects for which we are com­mis­sioned are of­ten of re­mark­able size, and re­quire an ex­cep­tional ef­fort that makes them com­pa­ra­ble to true con­tract op­er­a­tions. I be­lieve this is a clas­si­fi­ca­tion that in cer­tain mar­kets, in a very near fu­ture, will no longer be taken into con­sid­er­a­tion, as the fo­cus shifts to­wards the pro­ject it­self rather than the cat­e­gory to which it be­longs.”

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