The role of Milan in your commercial strategy
As a workshop of design, style and new trends, Milan has long represented a reference point for both design professionals and for artists. With our desire to be close to these leading players in innovation, the company has identified Milan as the ideal place to open a multifunctional space that would bring “Made in Florim” values to their attention.
What prompted your decision to open in BDD
The choice was connected with our desire to forge closer and more direct relationships with the main players in international architecture who see Milan as the capital of interior design and product design. Brera, with its famous Accademia, art galleries and the showrooms of the luxury brands, seemed to us to be the ideal place for Florim to settle. This is why, in 2009, we opened our first permanent space in Via Fatebenefratelli and in 2015 we doubled the space by transferring to our location of around 1000 sq.m. in Foro Buonaparte.
Milan, the cradle of design
Milan is the design capital and during the week of the Salone it becomes an international showcase for design professionals: it’s not surprising that this is the native or adoptive city for many artists, interior designers, architects and product designers who have caused “Made in Italy” to be a hallmark of excellence throughout the world. These characteristics, together with a constant leaning towards innovation, transform the city into fertile ground, ideal for launching new events and projects.
Your viewpoint on the role of the events
In Milan Florim regularly organizes events, training sessions, presentations and meetings on specific themes dedicated to product designers, architects and for the design world in general, and this is even more the case at the Fuorisalone, when the spaces in Foro Buonaparte will form the backdrop for countless high-profile events. At the same time, this year we will again be present in the Salone with a business space to welcome professional visitors.
What you expect from Design Week 2016
For Design Week we’re presenting a preview of the launch of CEDIT - Ceramiche d’Italia, an iconic brand that is renewing its essence and its expressive language after more than half a century. Art, design and Italian-ness are the distinctive features of CEDIT’s new season, to be presented on two evenings (12 and 14 April), along with the authors of six exclusive collections. Foro Buonaparte will therefore be the exceptional showcase for a preview that we expect will arouse great enthusiasm and a lot of curiosity.
How the audience has changed in the years of the Fuorisalone
Milan is a dynamic city and, especially during the Salone, it appeals to an international audience. The ease and rapidity of moving around and the speed with which information travels thanks to the Internet and social media mean that the audience is getting larger and larger, more informed and consequently more demanding, with greater expectations regarding the new items presented and their quality.
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