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.
Showroom or multifunctional space? How are commercial facilities changing?
Visionnaire opened its Design Gallery 12 years ago inside the historic Cinema Cavour. This showroom space can be defined as multifunctional by nature: from the outset, it has changed from a movie theater into an evocative showroom, enhanced by the conservation of the screens, incorporated in the overall display design. It also includes a gallery, the Wunderkammer – which hosts art exhibitions every six months – and a bistro. Visionnaire Design Gallery can be defined as a versatile, multifunctional space par excellence. Visionnaire, through its flagship stores around the world, wants to offer clients an immersive experience in the brand’s “home philosophy,” in which all the settings are choreographed right down to the selection of the fixtures, to complete and enhance the furnishings on view.
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.
What role is played by the social media in the company’s communication strategy?
For Visionnaire the social networks are a tool to engage and inspire lovers of design and beauty, through the contamination between the linguistic codes of the brand and the language of the new channels of communication. The official Visionnaire Home Philosophy pages are not product showcases, but an editorial project in constant evolution and metamorphosis. The programming, starting with the 10 foundation values of the company, narrates contemporary luxury - or Metaluxury – with a stylistic and creative sensibility, through images, stories, sounds and interviews. The Visionnaire digital channels reveal the company’s storytelling and the creative minds that contribute to form a virtuous, innovative ecosystem.
What are the new product developments you are presenting in 2020? With which designers do you prefer to work, and why?
The new 2020 collection is titled “Beauty,” a word with an intense and multifaceted meaning. Besides indicating a perspective of positive thinking and hope, the contemporary beauty Visionnaire narrates lies in its attitude of creating projects and objects of extraordinary individuality. Constant technological research, experimentation with materials, their juxtaposition and mixture, the ability of artisans who test, perfect and define each new material solution – these elements set the identity of every single product, making it unique and inimitable, though it can be reproduced. This year Visionnaire expands its Art Design offerings, tackling the great challenge of contextualizing them in a retail perspective and involving designers of exceptional artistic talent, with an intense focus on experimentation with materials: almost “Renaissance” personalities in terms of method and individual research, involving the genesis and the implementation in the workshop of their own inventions.
You are an international brand with important points of sale in the world; how does the public differ, and how does their relationship change across the various continents?
Visionnaire operates today in over 55 countries, with a network of 30 monobrand stores and a wide range of selected multibrand stores and luxury department stores. The company has rapidly achieved a position of leadership on various international markets – as well as its own markets of reference – opening two flagship stores in 2019 in the United States, in Los Angeles and Miami, and an Embassy in Hong Kong.
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