Hello loves and welcome back to part II of my ‘Essence of Italian Design’ article published in Society Magazine! On last week’s post, we spoke about what makes Italian Design so unique, and today we go deeper into the competitive factors of why ‘Made in Italy’ is synonymous with exclusivity. The industries that continue to produce in Italy know this well and focus on the quality of ‘Made in Italy’ products. It’s the know-how and expert craftsmanship that position them in the global market.
Therefore, producing in Italy is a strategic choice.
Nowhere is the Italian penchant for attractive design and style more evident than in the area of home decoration and furnishings. In recent decades Italian designers have extended their sights from clothing and accessories to all areas where style and good taste make a difference, and furniture is certainly one of them. Many currently existing furniture manufacturing companies began operating on a small or family basis in the early 1900s, so there is a long tradition of furniture making in Italy.
Therefore, it comes as no surprise that manufacturing and export of fashion and furniture items is an integral part of the country’s economy. The Italian fashion, textile and accessories sector is one of the most important in the world for revenue generated, number of people employed and the number of companies involved.
Among the competitive factors determining the success of Italian furniture is the fact that the Italian furnishings industry is at the forefront in terms of quality workmanship, a winning manufacturing model (the industrial furniture districts), constant technological innovation and a strong creative attitude to the marketplace. In regards to the strong area specialization, from district to district, the knowledge and expertise can be different, but the importance and the need to protect and support ‘Made In Italy’ products remains the same.
These Territories of Excellence have made the local manufacturing traditions evolve, structuring into specialized and recognizable Production Districts, the true beating heart of the beautiful and well-made Made in Italy.
The Italian furniture industry since its origins has relied on small companies scattered throughout the national territory. More than factories, even if there are brilliant examples for equipment and architecture, these are experimental laboratories, where entrepreneurs and designers still work alongside to shape to visionary ideas.
This local production peculiarity system relies on the integration between mastering the production process and the knowledge of technology and science. The historic Italian design companies have thrived thanks to this type of organization, taking advantage of the regional concentrations of subcontractors. They have grown because they are rooted in areas populated by specialized suppliers: the silk workers in the Como area, the tanneries in Tuscany and Veneto, the metals in the Brescia area, the woollen clothes in the Casentino area (Tuscany).
In other words, the Italian furniture industry’s success is a reflection of vast investments in research, product development, innovation and new technology, together with passion and creative flare, resulting in Italian design having a clear role as a global trendsetter.
GIORGETTI: ITALIAN LUXURY AT ITS FINEST
For more than a century, “the Giorgetti style” has been characterized by its unique and original vision, one that dismisses the ordinary to create a refined and unmistakeable character that seduces by the beauty of its contrasts. Giorgetti’s furnishings integrate the highest artisanship in woodworking with the use of sophisticated tooling machinery and the most modern technologies, allowing the wood to be shaped while respecting its nature. The final products possess the allure of unique, handmade works of art that perfectly embody the ‘Made in Italy’ aesthetic.
ARE YOU AN ITALIAN DESIGN LOVER? DO YOU HAVE ANY FAVOURITE ITALIAN FURNITURE OR FASHION BRANDS? I’D LOVE TO KNOW IN THE COMMENTS BELOW!
Image courtesy of Club dei Distretti Industriali
Image courtesy of Dior Cruise Collection 2021