Business France, Italy and Camilla Bellini
There are 17 French companies, an Italian designer, the National Agency serving the internationalization of the French economy and MOM, the digital platform created by Maison & Objet. It might seem like the beginning of the most classic of jokes instead these are the protagonists of the new project that involved me together with Business France. The goal of this ambitious project is to increase the awareness of 17 French design companies in Italy. What are these French companies? Let’s go step by step.
The commercial relationship between France and Italy
Between France and Italy there has always been a proximity not only geographically but also in terms of quality. From food to fashion, from cars to design, passing through art and architecture, this closeness has been expressed in all fields, often becoming also opposition, rivalry. From an economic point of view, France and Italy have always been excellent partners. That is why, putting aside the football cheer, I asked Frédéric Chailloux, head of the design area at Business France, to explain the role of the organization in this short interview.
An interview with Frédéric Chailloux, head of the design area of Business France Italy
French companies that want to operate in the Italian market need information related to opportunities. Business France puts them in contact with partners, agents, architects and Italian shops, raising awareness in the press and influencers to make Made in France known and appreciated, explains Frédéric.
How much French companies belonging to the world of design believe in the power of digital communication?
I would say a lot: the design sector is traditionally international and the Salone del Mobile in Milan is the perfect example. The challenges that companies in the design sector may encounter are rather related to the way digital tools are used: how to find the right balance between the physical relationship (with shops, agents, architects …) and digital strategy (from social media to e-commerce) and the efforts that a foreign company must face to manage its digital communication on different markets and in different languages. Everyone believes in the potential of digital, few know or have the means to make the most of them.
There has always been a sort of historical rivalry between France and Italy. On the economy front, however, how strong is the bond between Italy and France from a business perspective?
The link and the economic relations between Italy and France are very close: both have been respectively the second trading partners for years. In the design sector, there are numerous collaborations between French designers and Italian companies. Clearly the Italian furniture industry is very strong and trade between our countries is unbalanced in favor of Made in Italy, but France also has excellent companies that have very high quality production. Then there is the sector of furnishing accessories and the art of the table where I would say that French production is of the utmost importance among the manufacturer of historical tradition and the so-called “editeurs” that allow creation and production to meet, demonstrate great creativity and dynamism.
Between Facebook, Instagram and other social platforms, which are the ones that French companies prefer?
Instagram is the tool par excellence for designers in the furniture sector as it allows you to create a truly effective visual content marketing strategy. It’s a social network that we could define as an international native due to the lack of text and therefore that allows you to free yourself from the problem of language. However, if a brand wants to communicate with retailers or architects, the size of the Facebook fanbase remains exceptional and in some cases even Linkedin can be useful for connecting one2one with the right professionals.
How important is the tradition for these design companies?
Design sector is characterized by a savoir-faire that is first of all artisanal, in France as in Italy. This element constitutes the DNA of companies. Then there is the style, the creative line, which brings together the innovation and ideas of many young designers that France knows how to bring out. It’s also necessary to take into account the markets that a brand wants to get in: certainly the contemporary rewards innovation and creativity but in some countries, and even in some regions of Italy, the taste for furniture and decoration remain very classic.
17 French companies are knocking on Italy’s door: that’s who they are
Thanks to the MOM platform, we can find out all the details related to these design companies. The platform is available in English and French, but the whole website is easy to use. A few years ago it also dedicated a space to a my selection of products. Here are the companies that I’m welcoming to Italy:
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Objeckto deals with furniture and accessories, distributing carefully selected creations by some designers all over the world. We are talking about designers like Paulo Mendes da Rocha and Maurício Klabin.
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The history of Chaises Nicolle begins in 1913 with the forging of metal discs and continues to this day with the production of seats and stools designed for restaurants, cafes, bistros, offices, showrooms, shops and work spaces.
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Maison Taillardat is specialized in the creation of high quality furniture and seating inspired by the French aesthetic of the 18th century. It uses the famous pad paint technique, a feature that has earned the company the title of “Entreprise du Patrimoine Vivant”.
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Another company with the same title is Moissonnier, which over the years has become a hallmark of French luxury. Between history and aesthetic avant-garde, it carries out special orders for residential and hotel projects all over the world.
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JC Bordelet, on the other hand, takes us to the field of metal fireplaces, which also play a fundamental role in terms of design, giving a warm and modern touch to the spaces. On their website there is a 3D configurator that helps simulate fireplaces within their spaces in augmented reality.
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Traditional techniques meet new technologies to manufacture contemporary furniture, with attention to the smallest details on the outside and inside of each piece. This is the know-how that characterizes all of Duvivier‘s furniture production.
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Outdoor spaces are the favorite natural habitat of Fermob, a furniture, lighting and accessories company for outdoor spaces. The creative freedom of the brand gives life to bold and ambitious furniture design, which combine beauty, pragmatism and comfort.
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The Adjao maison company has a strong link with nature. The maison designs and produces unique lighting pieces, made by natural materials and elements, capable of bringing light and creating a warm and unique atmosphere. The luxury of simplicity is the perfect synthesis of their production philosophy.
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Every year, Claude Dozorme‘s cutlery converts nearly 10 tons of steel from major steel mills in France, Germany and Sweden. After more than 45 phases (many of which are still manual and highly artisanal), this steel becomes cutlery. This is how the luxury cutlery linked to French gastronomy is obtained.
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If a company is founded in 1859, it goes without saying that it tells over 160 years of history and know-how. Since then, Verdier Coutellerie has created 100% made in France products, promoting and supporting local businesses in the production of professional and household knives, kitchen utensils, cutlery and pocket knives.
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Maison Pouenat since 1880 transforms metal into artistic creations with rich and bold shapes. For 50 years it has also created furniture and lighting collections, developing collaborations with renowned architects that have made the company famous all over the world.
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Lyon Béton design studio creates bold furniture and accessories thanks to a different approach to design based on working with concrete. The furnishings and accessories in concrete are made in combination with materials such as metal and glass.
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Since 1990 Louis Roitel has increasingly oriented its productions towards the luxury niche, developing the business of tailor-made orders for villas, prestigious institutions, gourmet restaurants and other high quality ambiances. Preserving tradition and opening up to innovation, the company boasts the title of “Entreprise du Patrimoine Vivant”.
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Since 1475 they have been creating timeless products, combining their particular style with the durability of glass. La Rochère designers work to dress contemporary everyday tables with their unique creations and with a know-how linked to handcrafted glass that dates back to over 500 years ago.
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It’s by focusing on the sense of detail and the search for noble materials that LK Le Vaillant has built its principles and its production philosophy. The company creates furnishings and projects in the residential, hotel, commercial and nautical sectors (yacht interiors).
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Grav’Or has transformed shops, hotels and private residences into unique locations. The brand is focused on glass processing techniques, supported by the work of an innovative research and development department.
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There is an accessory created by two French engineers that creates a pleasant and convivial warmth. It’s Qaito, designed to facilitate the ignition and maintenance of fire in fireplaces and wood stoves. Such an innovation that obtained the Gold Medal at the LEPINE Competition.
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For further information, on the MOM platform you will find all the details of these companies (also in French), their website and contacts.
