The role of Milan in your commercial strategy
The city of Milan is the capital of design, a point of reference, an international showcase for designers and professionals. It represents the birthplace of many artists, designers and architects who made Made in Italy a worldwide excellence. These characteristics, combined with an attitude towards development and innovation, make the city a fertile ground for launching new events and projects.
Exhibition showroom or multifunctional space? How does the commercial space change and how did you think about your exhibition space?
The first permanent CEDIT – Ceramiche d’Italia single-brand space, was opened by Florim in 2016 to spread the philosophy of the Group. Design, art, material research and experimentation, all enclosed in a multifunctional environment. The street level houses specific installations that alternate periodically and represent the different souls and core values of the brand. The basement hosts all collections in very creative displays and also houses a workspace for professionals.
Your most important and significant event at Fuorisalone?
The launch of "Chimera" collection designed by Elena Salmistraro. The large porcelain slabs create a fantastic universe inspired by nature and the chimera of the "grotesque" tradition, featuring very tactile and striking carved or raised designs.
Your space has been designed as a gallery that welcomes products as works of art signed by different designers, how is the space conceived?
The space is conceived as a place of change, where the street level hosts the latest brand innovations and adds to the interesting design showcase. In 2020, an installation dedicated to the collection - "Hotel Chimera" was created: an immersive and imaginary place that generates, thanks to large slabs, a fantastic universe where you can disconnect from reality and become part of Elena Salmistraro imaginary world. The display features Empatia slabs, set in the entrance reception, a welcoming place where the visitor will find all the necessary information; Colore and Radici slabs conceptually simulate the hall and bedroom area, respectively, while Ritmo slabs create the scenario of a lounge bar.
How do you think digital can support the physical event, from Fuorisalone to the launch of new products, during the year in the showroom?
Innovation represents one of Florim’s cardinal values. Digital transformation is happening and it represents an extremely important resource for the company to enhance its products, effectively reach a wider audience, improve the customer experience by speeding up the information and knowledge exchange.
What role do social media play in the company's communication strategy?
Social media allow the company to have an increasingly large, informed and consequently demanding audience, which has higher expectations of the new collections. Therefore, social media can be tools of personal and professional growth, that allow direct communication with the market, receive feedbacks, ideas and suggestions.
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