world furniture · at cersaie by sara maddaloni 42 lighting icone. a new light in town by paola...

WorldFurnitureInternational Markets Review

56 - December 2012 - Year 14

FURNITURE CHANGING PATTERNSFROM CHINA TO RUSSIACASE STORIES AND PROFILESPROJECTS FOR THE FUTURE

SPECIAL REPORT

NEW PRODUCTS, NEW VISIONS FOCUS

THE WORLD LUXURYMARKET

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SPECIAL REPORT

NEW PRODUCTS, NEW VISIONSFOCUS



56 - December 2012 - Year 14

INSIDEINSIDE

FURNITURE CHANGING PATTERNSFROM CHINA TO RUSSIACASE STORIES AND PROFILESPROJECTS FOR THE FUTURE

COP_56_2012:CISL_XPRESS 09/11/12 11:27 Pagina 1

10 EDITORIALCircles to be squaredby the Editor

10 POINT OF VIEWGlobal furniture exports to grow by 4% in 2013by Ugo Finzi

11 COUNTRIESChanging patterns in the European furniture marketby Alessandra Tracogna

13 MARKETSHow market performance varies in different parts of Russiaby Artem Vasiliev

15 REVIEWA great furniture show – the largest everby Giovanna Castellina

FOCUS

17 TRENDSDrivers for the luxury marketby Aurelio Volpe

18 PROFILESSwarovski lights up the world of interior design

20 STRATEGIESFashion hotelsby Sara Colautti

21 STRATEGIESBaxter presents Econtract

22 EVENTSBeijing Design Fair and China’s new consumersby Paola Govoni

23 MARKETSReal Estate in the Gulf countriesby Aurelio Volpe

25 PROFILESLa Cornue. The French Art de vivre in the kitchen

26 TRAININGBluside-Emotional. A strategic design plan by Valentina Downey

27 PREVIEWCIFF Office Show 2013. A performing business platform in Guangzhouby Emilia Prevosti

28 PREVIEW100% Contract ‘Made in Italy’

30 SURVEYSApproaching online surveys. CSIL experience and moreby Jessica Catalano

SPECIAL REPORT

32 RESOURCESHorizon 2020: impacts on the wood-based industryby Davide Pettenella

34 TRENDS“Collaboration technology” at Chicago NeoConby John Sacks

35 ECOBUILDINGSafe Architectural Projects

36 R & DBene’s Smart Working Places

37 TRENDSOffice furniture in the broadband eraby Mauro Spinelli

38 R & DHI-MACS®. New generation Natural Acrylic Stone

39 REVIEWRobotica makes Milan become the capital of robotics

40 TRENDSBathroom innovation on show at CERSAIEby Sara Maddaloni

42 LIGHTINGICONE. A new light in townby Paola Govoni

43 FAIRS CALENDAR


PublisherCSIL Centre for Industrial Studies15, Corso Monforte I-20122 Milanotel. 0039 02 796630fax 0039 02 780703www.csilmilano.comwww.worldfurnitureonline.com

EditorPaola Govoni [email protected]

Collaborators to this issue Giovanna CastellinaJessica CatalanoSara ColauttiValentina DowneyUgo FinziPaola Govoni Sara MaddaloniDavide Pettenella Emilia PrevostiJohn Sacks Mauro SpinelliAlessandra Tracogna Artem VasilievAurelio Volpe

Graphic Designidmservizi

PrinterGrafic 2008 srl Località CascinettaI-26812 Borghetto Lodigiano (Lodi)

Annual subscription 2013Euro 100

Frequency4 issues/year in March - June - September - December

Subscription ServicesAlessandra Cavada [email protected]

Registrazione nr. 92 del 03.02.1999presso il Tribunale di MilanoSpedizione in abbonamentopostale 70% - Filiale di Milano

Copyright CSILAll rights reserved. No part of this publication may be reproduced or transmitted in any form without the prior consent of the publisher. CONTENTS


NEW PRODUCTS, NEWVISIONS

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EDITORIAL

POINT OF VIEW

The world’s share of wealthy people isincreasing. 29 million of billionaires con-trol 40% of total wealth of the globe. TheUnited States leads the ranking of thecountries rich list with 421 billionaires,Russia follows with 96, China with 95,India with 48 and Brazil with 37 (source:Forbes).

If compared to the growth pattern in the19th and 20th century, when richeconomies grew faster then the poor

ones (thus resulting in high inequality), inthe first decade of the 21st century thistrend began to reverse, showing lowerinequality on a global scale, but recordingworrying disparities in people’s dispos-able income, with emerging economiesrecording more unequal income distribu-tion than the advanced ones.

A recent Social Report on the WorldEconomy issued by The Economistquotes a study by researchers at theInternational Monetary Fund (IMF) point-ing out that: “income inequality slowsgrowth, causes financial crises andweakens demand”. Wealth growth in timeof global financial crisis is leading tounprecedented consequences in termsof political, social and economic chal-lenges, with low and middle classesbeing increasingly affected by govern-ments’ austerity programmes and show-ing not-to-be ignored changing attitudes

CIRCLES TO BE SQUARED

World production of furniture is worthabout US$ 420 billion. It doubled, incurrent US dollars, in the last ten years.Countries producing more than US$ 10billion of furniture per year are China,the U.S., Italy, Germany, India, Japan,France and Poland. The main furnitureexporting countries are presently China(with about US$ 40 billion of exports),Germany, Italy, Poland, the U.S. andVietnam.The imports/consumption ratio for the70 most important countries increasedrapidly in the years preceding the 2009recession, and has now stabilized at alevel a little below 30%. Import penetra-tion is extremely uneven, with very lowvalues in emerging countries (2% in

China, 5% in Brazil, 6% in India) andvarying values in the main higherincome countries (ranging from 16% inItaly to 36% in the U.S. and to around50% in Germany, the U.K. and France).International trade of furniture is large,and constitutes about 1% of total inter-national trade of manufactures. It grewrapidly until 2008 (reaching US$ 117billion), dropped by 19% in 2009 andhas now recovered to the pre-recessionlevel. A 4% growth in current US dollarsis expected in 2013.Emerging economies will grow fasterthan advanced countries in the next fewyears. In 2013 growth of furnituredemand will be strong in Asia and SouthAmerica and modest in North America,

GLOBAL FURNITURE EXPORTS TO GROW BY 4% IN 2013

by Ugo FinziSenior Advisor, CSIL

by Paola GovoniEditor

while virtual stagnation will continue inEurope with the exception of EasternEurope. The expected growth of importpenetration in emerging countries in aperiod of increasing demand will offerinteresting opportunities to furnitureexporters.

in terms of life standards, savings andconsumption.

In this issue of World Furniture the focusis on the world luxury market, its drivers,prominent case stories and events fromthe Gulf countries to Beijing, fromAustrian Swarovski to the French art devivre. The Special Report is dedicated to newproducts and new visions from a widerperspective including the wood-basedindustry, office furniture and latest work-place concepts, robotics, innovativeproposals in materials, manufacturingprocesses and industrial applications.

An analysis of changing patterns of thefurniture market in Western Europeancountries and exclusive reportages fromRussia, Shanghai, Guangzhou, theEmirates and Italy are also included.Enjoy it!

10 WF - December 2012 www.worldfurnitureonline.com

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COUNTRIES

estern Europe is a key player inthe furniture sector at a worldlevel, accounting for over 20%of total furniture production and

around 20% of furniture consumption,ranking second after Asia Pacific coun-tries, together supplying around 50% ofwhole furniture production and absorb-ing over 40% of world furniture con-sumption.

However, the role of Western Europechanged a lot over the last decade, par-ticularly during the world economic cri-sis. Western Europe moved from the firstto the second position among world’smajor producing areas as it accountedfor one third both of world furniture pro-duction and world furniture consumptionin 2002.

GAP AMONG CONSUMING COUNTRIESSwitzerland, Norway and Belgiumrecorded the highest furniture consump-tion growth rate in 2011, followed byFinland, Austria, Sweden and Germany.On the other side, southern furnituremarkets further decreased in 2011, withItaly, Spain, Portugal and Greece show-ing poor performances with negativerates exceeding, in some cases, -7%.CSIL forecasts for 2012 and 2013 arequite cautious as the Western Europeanfurniture market is expected to furthershrink by -1% in 2012 and to remain sta-

ble in 2013. Scandinavian countries willcontinue to perform better than the oth-ers. The United Kingdom and CentralEuropean countries will remain stable,whereas southern countries will furtherslowdown, thus increasing the gapamong the countries of the area.

FURNITURE SUPPLY: UPS ANDDOWNSWestern European furniture industrycomprises around 150,000 companies,generating a turnover of around Euro 67billion, with Italy and Germany, followedby France, the United Kingdom andSpain being the leading furniture pro-ducers.

After a sharp contraction in 2009 (-15%)and a stagnant 2010 (+0.03%), WesternEuropean furniture production experi-enced a slight increase of 1.3% in 2011,with non-homogeneous performancesamong countries. The best performers interms of production growth rates, in2011 were Germany, Sweden andSwitzerland, which better reacted to thecrisis.

While maintaining a leading position pro-

viding around one fourth of total WesternEuropean furniture production, Italyrecorded a negative performance in thelast decade. A further contraction in2011 (-3%) of the Italian furniture produc-tion resulted in the lowest value of thedecade (Euro 16.8 billion). Germany fol-lows on the heels of Italy for production,continuing the recovery already startedin 2010, reaching Euro 16.7 billion,roughly 96% of its 2008 value (the peakfor the decade).

EXPORT GROWING FASTER THANPRODUCTIONIn 2011, Western European furnitureexports showed a growth of 5% com-pared to the previous year, but absolutevalue are still below the pre crisis levels.The export /production ratio for the areais roughly 42%, by far over the worldaverage (around 30%).

Almost Euro 29 billion of WesternEuropean furniture production is current-ly sold outside the country of origin andit is mainly oriented to the neighbouringmarkets as two thirds of exports of thearea are addressed to EU27 countries.The share is decreasing year after year


CHANGING PATTERNS IN THE EUROPEAN FURNITURE MARKET

by Alessandra Tracogna CSIL Industry

and Country Studies

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EU17. FURNITURE PRODUCTION BY COUNTRY , 2011. EURO MILLION

Source: CSIL

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as, due to new market scenarios openedby the world economic crisis, futuredevelopments of the Western Europeanfurniture production will be strictly linkedto the export activity overseas.

Germany, Italy, Denmark and the UK arethe only net exporters in WesternEurope.

Germany and Italy are by far the largestexporters of the area (round 56% of totalEU17) and they are respectively the sec-ond and the third exporter at a worldlevel, after China. In 2011 Germany over-took Italy, thus becoming the leading fur-niture exporter in Europe.

Previous net exporters like Austria,Belgium-Luxembourg, France, Greece,Ireland, Netherlands, Norway andSwitzerland changed direction starting toimport more furniture than exported.

One fourth of the market is satisfied byAsian products.

During the last decade Western Europefurniture market has been continuouslyopening up to foreign products (+33% inten years). In 2011 total furniture importsof Western Europe reached Euro 36.7billion. Average import/production ratiofor the area is 50%, meaning thanaround one half of the market (in value) issatisfied by imported items. Italy stillrecords the lowest import/consumptionratio of the area and one of the lowest ata world level, even if import penetrationis increasing.

Around one fourth of the furniture itemsimported come from Asia Pacific (around10% a decade ago). The highest pene-tration of Asian furniture was experi-enced by the Netherlands, followed bythe United Kingdom and Denmark.

COUNTRIES

12December 2012 - WFwww.worldfurnitureonline.com

EU17. EXPORT OF FURNITURE, 2011. BREAKDOWN BY AREA. % VALUES

Source: CSIL

EU17. IMPORTS OF FURNITURE, 2002-2011. BREAKDOWN BY AREA. % VALUES

Source: CSIL

CSIL report “The furniture industry in Europe, Part 1:Outlook for 16 countries” includes: Austria, Belgium-Luxembourg, Denmark, Finland, France, Germany,Greece, Ireland, Italy, Netherlands, Norway, Portugal,Spain, Sweden, Switzerland and United Kingdom.Publication date: September 2012, XVII Edition,Language: English. The report is available for onlinepurchase and immediate download. The forthcomingedition will be issued end 2013.

CSIL report “The furniture industry in Europe, Part 1.Outlook for 16 countries” is part of the Country FurnitureOutlook Series, covering at present 70 countries. EachCountry Report contains all the main furniture statisticsand indicators useful to analyze the furniture market:Furniture industry overview, Forecasts, Productive factors,Furniture production, Demand determinants, Furnitureconsumption by segment, Furniture import and furnitureexport by segment, by main countries and bygeographical area of origin/destination, Market potentialand Top furniture companies.

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MARKETS

NATIONAL MARKET OVERVIEWussian furniture industry suc-cessfully got the better of reces-sion: in 2011, the production vol-ume exceeded the pre-crisis

level of 2008 at current prices.According to the national furniture asso-ciation AMEDORO, the year-to-yearincrease amounted to about 13%, andthe production volume was 6% higherthan before crisis.It is significant to note that two ways ofcalculation are used for the Russianmacroeconomy. The first one is basedon official data. But since the so-calledshadow production share is always largeon the Russian market (in many sectors,including furniture), it is important to takeinto account also this shadow part. AME-DORO makes its assessment by someindirect activities, like the performance ofchipboard industry, for example, andpublishes the results together with theofficially processed data. Comparingthese figures, one can conclude that theshadow economy sector on the Russianfurniture market is growing much fasterthan the “official” one. Thus, the furnitureproduction volume reached 107.22 bil-lion rubles in 2011 at current prices

according to the official data, while theestimated shadow sector adds some 80billion rubles to this.

The volume of imports is constantlygrowing, after a 30% gap in 2009, andreached 2.963 billion USD in 2011 aspresented by official statistics. Its growthrate (+35% year-to-year) is much fasterthan in domestic production. Last year,imports covered more than a half(54.9%) of the Russian furniture market,or 40.2% when taking into account theshadow production. In spite of consider-able import duties, the volume of importsof low priced furniture is growing even ata faster pace (+58.5% for the furniturepriced less than 1.8 euro/kg). Suchproducts (basically from China whichnow covers more than 20% of the wholefurniture imports in Russia) competedirectly with the furniture of the majorityof domestic producers. As the dynamicsshow, the game’s success is on the sideof imports.When it comes to furniture and not to oil,Russian Federation is not an export ori-ented country. Currently, most of the

local players are not ready to enter for-eign markets, especially far abroad.That's why the export volume is low(214.5 million USD as for 2011), andtrade balance is more than negative. Thisis one of the key problems for Russianfurniture manufacturers right now, anddevelopment of the export potentialremains a burning issue for them.

REGIONAL MARKETSCentral Federal District had the largestshare (38.6%) of domestic furniture pro-duction last year, followed by VolgaFederal District (27.0%) andNorthwestern Federal District (11.3%).This is the usual balance of power of thegeographic strata for the Russian furni-ture industry. In general, the regionalproduction ranking also reflects the furni-ture consumption trends. Comparingthese figures with the population charts,one can discover a yet undevelopedpotential of the specific areas. For exam-ple, Siberian Federal District is rankingthird by population, but only fifth when itcomes to furniture production.In 2011, the highest production dynam-


RUSSIA. FURNITURE PRODUCTION IN 2011. REGIONAL BREAKDOWN

Source: AMEDORO

HOW MARKET PERFORMANCEVARIES IN DIFFERENT PARTS OF RUSSIA

by Artem Vasiliev Mebelny Biznes Magazine

R

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MARKETS

ics has been detected in the NorthCaucasian area (+30.9%). Its growthrate is attributed to the subsidized char-acter of regional economy (these areasare mostly supported by the country’sfederal budget), and to the commonprocess of Caucasian industrialization.The Volga area is showing its usual pos-itive trend with 22.2%. The other dis-tricts are more or less matching theaverage national growth. In the mean-time, performance of the SouthernDistrict regions that were supposed tobe serving the upcoming WinterOlympics 2014 in Sochi is not that emi-nent yet: +3.3% in 2011.

Aiming to reach more local consumers,furniture producers increase their whole-sale network attending new dealers fromthe specific cities. After Moscow, theyusually proceed with the largest cities ofmore than 1 million populations: SaintPetersburg, Novosibirsk, Yekaterinburg,Nizhniy Novgorod, Samara, Kazan,

Omsk, Chelyabinsk, Rostov-on-Don,Ufa, Volgograd, Perm, and Krasnoyarsk.At the same time, the regional orientedmanufacturers do their best to offer amore convenient logistical service byopening some regional warehouses inthe most reachable places.

The focus on distribution through deal-ers of different size (independent retail-ers with one or two sales points; localtrade networks having several stores inthe region; large-scale federal networksoperating all over the country) is a usualway of marketing for the Russian pro-ducers. Some manufacturers are keep-ing up their own retail stores near theindustrial base, using them as a testplatform for new products or to find abetter balance of ups and downs duringthe seasons. As to the other regions,the factory may concentrate on devel-opment of its own retail network there,but only when the product is too compli-cated, or the target group too narrow

for the average multibrand furniture sell-er. Anyway, those regions of interestwouldn’t be far away from manufactur-er’s home.

WTO PROSPECTSAs to development prospects for thenear future, the consequences ofRussian entry into the World TradeOrganization are expected to be the keyfactor. Last summer, the country finallyjoined the WTO, after more than a 18year negotiation process. During the next 6 years, the customduties are expected to drop down:according to estimates by AMEDORO,today’s 41.7% of duty for low pricedimported furniture will gradually bereduced to 12.8% in 2018. The newrules game would be a challenge bothfor Russian companies discoveringthemselves on the open market for thefirst time in their life, and for foreign play-ers entering this developing and highpotential area.


FURNITURE IMPORT AND EXPORT 2005-2011. MILLION USD

Source: AMEDORO

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hina’s furniture production valuehas made up over one quarterof the world’s total value. In2011 the local furniture industry

could increase by 25% on the previousyear.According to Mr. Zhu Changling, presi-dent of the China National FurnitureAssociation, China’s furniture industrypeople with their joint efforts have madeChina the biggest producer of furnitureand top furniture exporter in the world.Although affected by the Euro debt cri-sis, global low market and the adjust-ment of the local real estate market, byworking hard China is bound to have abrilliant future as well.

On September 11th 2012, FURNITURECHINA launched its 18th edition.Despite global economic pressures, thisyear’s show edition was successfullyheld, targeting FURNITURE CHINA asone of the biggest furniture exhibition inthe world, accounting for more than750,000 sq. m. exhibition space in themain venue of the fair at the ShanghaiNew International Expo Centre andincluding about 72,000 visitors from 140countries and regions.Concurrently with the furniture show,FMC Furniture Manufacturing & SupplyChina and FMC Premium featured wood-working machinery and tools, raw mate-

rials and components for the furnitureindustry. Overseas purchasing groupsfrom Vietnam, India, Mexico, Turkey,Russia and Indonesia with professionalassociations and delegations visited thefairs.

MAIN HIGHLIGHTSAmong major highlights of this year edi-tion, it is worth mentioning the 9 newcountry pavilions (France, Italy, Spain,Portugal, Belgium, Indonesia, thePhilippines, Malaysia and Singapore).Besides the top Chinese furniture play-ers, the show hosted 170 overseas com-panies and it proves that more and moreinternational players choose FURNI-TURE CHINA as a reference internation-al showcase platform.

DESIGN FOCUS WITH TWODEDICATED LOCATIONSA Design Hall at the Shanghai NewInternational Expo Centre (SNIEC) host-ed 60 companies displaying their latestproducts and design styles. The 500 sq. m. “Mock-up Room” wasoccupied by live installations from eightdesigners, which reflected personalizedstyle and trend forecast about home fur-nishings, with the support of more than50 pieces of representative furnitureworks selected from exhibitors.DoD (Design of Designers) at theShanghai World Expo Exhibition &Convention Center (SWEECC) wasanother great opportunity to discovermany pieces of furniture created by tal-ented designers and to join the forumsand presentations on relevant topics. Forthe very first time, only designers couldexhibit at this platform and they couldwelcome over 6,000 visitors.

Two prominent conferences were organ-ized during the fair days in Shanghai: theWorld Furniture Summit 2012 and theWorld Healthy Sleep IndustryConference 2012.

Organizers of the World Furniture Summit2012 were: China National FurnitureAssociation and Shanghai UBM SinoexpoInternational Exhibition Company.

C

REVIEW


by Giovanna Castellina CSIL

KEY NUMBERS FOR FURNITURE CHINA 2012, Shanghai 11-15 SeptemberOrganizers:- China National Furniture Association (CNFA)- Shanghai UBM Sinoexpo International Exhibition Co., Ltd.3,000 exhibitors display at 750,000 sq. m. exhibition areaThree exhibition venues:- Shanghai New International Expo Centre (SNIEC) with 1600 exhibitors forhome furniture, office furniture, kitchen & cabinets and furnishings for a total of17 halls.- JSWB for the China National Furniture expo with 550 exhibitors- Shanghai World Expo Exhibition & Convention Center (SWEEC) for FMCChina 2012 with 850 exhibitors for woodworking machinery, raw materials andsupplies to the furniture industry71,980 visitors, including 52,287 local visitors and 19,693 internationalvisitors from 140 countries and regions.

On the Opening day

A GREAT FURNITURE SHOW - THE LARGEST EVER

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REVIEW

The Summit was held on September11th, featuring more than 427 industryrepresentatives from 200 well-knownenterprises and 40 international industrymedia representatives. 18 internationalkeynote speakers (institution and indus-try representatives, economists, expertsand journalists) attended the event inorder to provide the audience with “realand healthy information exchange acrossworld furniture markets”.The Summit theme focus was “theimpact and outlook of the world furni-ture industry after the global financialcrisis, including the current resistanceto the development, the furniture mar-

ket trend after the global financial crisis,the future sustainable development”.Five economists gave their speechesfocusing on macroeconomy and trendsin the furniture industry developmenttogether with forecasts for the globalfurniture market. The summit wasclosed by two round-table discussionsfocused on “Furniture emerging furni-ture markets” and "Development andopportunity of the furniture industry inthe developed countries after the glob-al financial crisis".

The World Healthy Sleep IndustryConference was held on September12th at the Shanghai Expo Exhibition &Convention Center. The event countedabout 340 industry representatives from

over 150 well-known enterprises inChina and abroad. In order to improvethe development of the healthy sleepindustry, the summit focused on severalpoints such as product innovation, brandbuilding, and mattress industry con-sumption trends. Keynote speeches and round table dis-cussions developed the following topics:- World mattress industry developmentand the future development of China'smattress industry- Focus on the revelations from Americanbedding manufacturers' successful mar-keting to Chinese companies- Material innovation- Chinese mattress companies featuringthe current industry situation. Chinese mattress market has beenbooming. With a consumption growthrate of 24% per year, China has becomethe world's second largest mattress mar-ket. With the right production technologyand the continuous improvement of itsproduction capacity, China will soonbecome the world's second largest mat-tress exporter. From a long-term per-spective, "Environmental Protection" willbe the keyword for mattress industrydevelopment in the future.

For your agenda: Next FURNITURECHINA will be held in Shanghai from 11to 15 September 2013.

Mauro Spinelli, CSIL, gave a speech entitled:“World Furniture Outlook with Implications at theGlobal Markets Level”

Participants in the World Healthy Sleep IndustryConference

WORLD COVERAGE OF CSIL COUNTRY REPORTS 2012Analyses of the furniture industry, market potential, business climate,

key players data and useful contacts in 70 countries.

Full list of CSIL country reports at: www.worldfurnitureonline.com

CENTRE FOR INDUSTRIAL STUDIES

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FOCUSTRENDS

hen it comes to the Luxurymarket, we are talking ofexpensive products purchasedfrom customers with a lot of

money. How much money? Privatebankers and available statistics suggestto assume the family savings as a mainindicator. If you have savings for one mil-lion dollar, you are supposed to be richand probably you will buy expensive fur-niture, lighting, appliances, interior deco-ration. Inside this market end, design ori-ented products and classic gorgeousitems compete.

THE POTENTIAL LUXURY MARKET According to available data, global pri-vate financial wealth grew by a poor 1.9%in 2011 after a more robust averagegrowth of 8% recorded in the previoustwo years. North America, WesternEurope and Japan all lost private wealth,while the rapidly developing markets ofAsia Pacific and Latin America could sus-tain the double-digit growth experiencedin recent years.The wealth of the ultra-rich (householdswith more than 100 million USD) is grow-ing, but it’s more interesting to see howmany rich people there are. Although thenumber of millionaire householdsdecreased by a combined 182,000 inthe United States and Japan in 2011,globally the number grew by 175,000 asmany families crossed the millionairethreshold in fast growing economies,particularly China and India.Total number of millionaire householdsreached 12.6 million by the end of 2011.The US still had the largest number ofmillionaire households (5.1 million), fol-lowed by Japan (1.6 million) and China(1.4 million). In Europe, Switzerlandshows the highest ratio among million-aire households and total number ofinhabitants (9.5%). Only Singapore(17%), Qatar (14%), and Kuwait (12%)show a higher ratio.In absolute terms, Italy occupies the 7th

position in the world ranking of million-aires (about 270,000).

ESTABLISHING A RETAIL NETWORKAt least every three years a millionairefamily buys a piece of furniture. It meansa yearly potential market of 1,5-2,0 mil-lion customers in the US, or some90,000 in Italy. 15 countries (7 of whichin Europe) represent about 85%-90% ofthe total number of worldwide million-aires. Having said this, we can assumethat every company addressing the luxu-ry market and aiming to be a worldwideplayer will need to establish a retail net-work of at least 30 flagship stores andsome 600 first class retailers. But warn-ing: the appeal of buying luxury furnitureis declining in many markets. Rich peo-ple want to be cocooned and it’s not aneasy job.

“YOU CAN SELL MERCEDES ONLINE”You trust in the Internet for each pur-chase whose characteristics areclearly known and described. Alsoexpensive items: some happy few buyexpensive cars or Italian fashion… butstill the online sale of luxury furniture

is at its early steps. You can buyunusual loveseats (2000 Eur) or aKartell item (80 Eur) at www.bouf.com(15,000 items) or some Vitra, Roset,Flos products at www.heals.co.uk.Other international brands that are fre-quently traded online include:Artemide, Herman Miller, Conran,Foscarini, La Palma, Magis, Swedese,Varier, Emu, Kundalini, Muuto, Skitsch,MDF, Zanotta. Products can be jointlypromoted by manufacturers and design-ers (Philippe Starck, Tom Dixon, OrlaKiely, John Reeves and Matthew Hiltonamong the others).In China, Hui She Shang (The LuxuryClub) offers beauty and cosmetics,watches and jewellery, fashion acces-sories, wines and spirits, and other luxu-ry goods and services through its web-site at www.huisheshang.com andthrough targeted marketing and promo-tional campaigns. The Luxury Club has astrategic marketing cooperation withTaobao Mall (Tmall.com), China’s leadingbusiness-to-consumer online retail plat-form, which provides internationalbrands access to the biggest online dis-tribution channel in China.

17December 2012 - WF

THE WORLD LUXURY MARKET

www.worldfurnitureonline.com

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DRIVERS FOR THELUXURY MARKET

by Aurelio Volpe CSIL Market Research and Innovation

CHINA. DISTRIBUTION OF ADULTS BY HIGHEST WEALTH RANGES, 2010. MILLION

Source: CSIL processing of official statistics

Over US$ 1 million

Between US$ 100,000 and US$ 1 million

Between US$ 10,000 and US$ 100,000

Below US$ 10,000

FOCUS_Drivers Luxury:prova1 09/11/12 11:30 Pagina 17

ince the company’s founding in1895, Swarovski has become alandmark in the traditional andcontemporary lighting seg-

ments. Its ever-increasing range of ele-ments and new application techniqueshave contributed to crystal’s success inthe world of contemporary interiors,offering interior designers and archi-tects a key means of extending theircreative language.

ABOUT SWAROVSKI ELEMENTS SWAROVSKI ELEMENTS is the premi-um brand for the finest crystal elementsmanufactured by Swarovski. Thedesigner’s choice since the founding ofthe company in 1895, SWAROVSKIELEMENTS provide creative talentsfrom the fashion, jewelery, accessories,interior design and lighting industrieswith the latest on-trend innovations andis available in myriad colours, effects,shapes and sizes, thus offering design-

ers an endless source of inspiration.These ingredients can be recognized bytheir ‘MADE WITH SWAROVSKI ELE-MENTS’ label, which serves as a certifi-cate of authenticity. Today, SWAROVSKI ELEMENTS haveacquired a constantly expanding creativeprofile in interior design circles. Modernapplication technology has opened upmyriad ways of combining crystal withunexpected materials such as wood,metal, synthetics, leather, tiles, buildingsurfaces, and even wallpaper. Newfacets, colors and shapes inspire interiordesigners to create exclusive pieces withsoul and character. Moreover, designapplications extend beyond home interi-ors to innovative treatments for publicspaces such as hotels, restaurants, andclubs. In addition, Swarovski has set upthe Recommended Partnershops, a net-work of selected lighting retailers certi-fied for their ability to meet the compa-ny’s criteria for excellence.

FOCUSPROFILES

18 WF - December 2012



S

SWAROVSKI LIGHTS UP THE WORLD OF INTERIOR DESIGN

FACTS & FIGURES ABOUTSWAROVSKI (December 2011)•Turnover 2.22 Billion Euro •Employees 26,140•Retail 1218 own-operated

Swarovski boutiques•1000 partner-operated

Swarovski boutiques•Global distribution network in 42

countries •Production locations in 8

countries Austria, China, CzechRepublic, India, Jordan,Liechtenstein,Thailand, UnitedStates.

EVOLUTION•1892 Daniel Swarovski (1862 –

1956) invents a revolutionarymachine that allows crystals tobe cut more precisely than withexisting manual methods.

•1895 Daniel Swarovski foundsthe company in Wattens, Tyrol,with the vision of bringing joy topeople through crystal.

•His guiding principle is stillfollowed by the company today:«To constantly improve what isgood.»

Chandelier La Traviata, Australia, 2012

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SPECTACULAR LIGHTING,TRADITIONAL AND MODERN Swarovski continues its century-long tra-dition of creative partnerships, whichsince the Sixties have expanded toinclude collaborations with renownedlighting manufacturers. In 2012,Australia was treated to a memorableexample of traditional lighting at its mostopulent: a fabulous chandelier, suspend-ed over a floating stage on SydneyHarbour, was used to illuminate a stun-ning production of La Traviata. Otherpartnerships include the painstakingrestoration of the Louis XIV chandelier atthe Palace of Versailles and on going col-laborations with Hollywood, whose cos-tumes and film sets have long sparkledwith SWAROVSKI ELEMENTS. Ocean’s13, Black Swan and Die Another Dayamong them. The shimmering SwarovskiCrystal Curtain that featured at the 2007,2009 and 2010 Oscar Awards is anoth-er reminder of the company’s reputationfor glamour and technological advance.

HOME FURNISHINGS SWAROVSKI ELEMENTS introduced itsfirst-ever Wallpaper Collection in March2011. Designed by British wallpaperdesigner Karen Beauchamp in collabora-tion with the SWAROVSKI ELEMENTS’in-house design team, engineered use ofcrystals, pearls, mirror-like foil and lay-ered ink bring to rooms a luminous crys-talline dimension.

NEW IDEAS FOR HOME DÉCOR ANDFURNITURE Crystals feature prominently in the homedécor arena, with SWAROVSKI ELE-MENTS partnerships and exploratoryprojects constantly in progress. Amongpast milestones was a major initiative in2010 that brought together some of theleading names in the design world at theMilan Furniture Fair. These includedKonstantin Grcic, Nendo, MOROSO,

BD Barcelona Design and GAIA&GINO.The resulting exhibition, ‘SWAROVSKIELEMENTS at Work’, showed what hap-pens when ten top international design-ers unite with nine of the world’s bestindustrial design producers. This year,SWAROVSKI ELEMENTS again part-nered with GAIA&GINO at Milan’s Salonedel Mobile 2012. The Istanbul-basedcompany, famous for its creative inven-tiveness, showed three graceful collec-tions of vases designed by Defne Koz,

David Adjaye, and Harry Allen with inno-vative use of SWAROVSKI ELEMENTS.This year, SWAROVSKI ELEMENTS invit-ed well-known naval architect MartinFrancis to interpret some of its latestapplication techniques. By combining avariety of materials such as leather, MDF,and different types of wood, with select-ed crystal elements, he has created anentirely new look and feel that will beinspirational to high-end outfitters every-where.

FOCUSPROFILES




MOROSO Doshi Levien, Paper Planes

MERITALIA Nero&Hu, un-Wired collection

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uxury hospitality is not only a mat-ter of money. Well-being, goodfeelings and great emotionalimpact are also a part of it,

together with high-class service andcomfort. Among new trends in the hospi-tality sector of the last decade, ‘FashionHotels’ represent a strategic pattern,which has been rapidly spreading world-wide. Leading hotel chains and top fash-ion brands started cooperating throughjoint ventures, which resulted in theopening of top-class hospitality sites.

ARMANI - The Armani Hotel (160 gue-strooms and suites) has been operatingsince March 2010 inside the Burj KhalifaDubai, the world’s tallest building. Thisopening represented Armani's début inthe luxury hospitality industry, through anagreement signed in 2005 with EmaarProperties of Dubai, one of the world'sleading general contractors. The ArmaniHotel in Dubai was followed by the open-ing in November 2011 of the ArmaniHotel in Milano (95 guestrooms and 4suites), an impressive dining venue withfloor-to-ceiling glass windows and anexclusive SPA area. The next resort proj-ects are currently underway in Egypt andMorocco.

BULGARI - The first Bulgari Hotel (58rooms and suites) was opened in Milan inMay 2004 and marked the entrance ofthe Bulgari in the world of hospitality. The

management is headed to Bulgari Hotels& Resorts, a joint venture formed inFebruary 2001 between the luxury divi-sion of Marriott International and Bulgari.The Bulgari Hotel & Resort in Bali standsatop a cliff on the Indian Ocean with 59villas with ocean views, a synthesis ofItalian design and traditional Balinesestyle, each with its own garden and pool,and an outdoor living room of 300 sq.m.The Bulgari Hotel London opened inJune 2012 in an architecturally valuablebuilding of 16 floors, with 85 rooms inthe elegant Knightsbridge district.

MISSONI - The Italian luxury fashionbrand Missoni and the Rezidor HotelGroup opened their first ‘Hotel Missoni’in Edinburgh at the end of 2010, andanother Missoni Hotel was opened inKuwait City with 106 rooms and 63suites. New hotel openings have beenannounced in Cape Town, Oman andBrazil. The Hotel Missoni Belek inAntalya, Turkey, is expected to open by2013 with 138 rooms, residential villas, acountry club, a sport club and boutiqueretail shops.

MOSCHINO - Maison Moschino is afour-storey hotel (54 rooms and 15suites) open in Milan and housed in anold neoclassical railway station dated1840. It was an initiative ofHotelphilosophy, Mobygest Group,with owner the Allianz Global InvestorsFund. The original structure of the externalwalls remained intact, while all interiorshave been refurbished according toMoschino style. All rooms refer tofamous fairy tales.

VERSACE - The first Versace 5 staraccommodation facility opened inSeptember 2000, called PalazzoVersace Gold Coast Australia. Exclusivecondominiums are available to purchasein Palazzo Versace Dubai, ranging fromone to six bedrooms, including single-storey and duplex residences and majes-tic penthouses. Palazzo Versace Dubaiis developed and 100% owned byENSHAA PSC, a luxury real estate devel-oper, and is reportedly to be completedby 2014.

FOCUSSTRATEGIES




L

Burj Khalifa, Dubai

FASHION HOTELS

by Sara Colautti CSIL Industry Studies

and ForecastsPalazzo Versace, Gold Coast Australia

Palazzo Versace, interiors

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FERRAGAMO – Italian fashion houseSalvatore Ferragamo has been operatinghotels in Florence since 1995 under thebrand Lungarno Hotels. The company isconsidering to further expand into thehospitality sector with special attentionpaid to the Middle East.

Following a signed alliance betweenRezidor Hospitality and the fashion brandCerruti, in 2004 Rezidor SAS, one of theworld’s fastest growing hospitality com-panies, whose portfolio includes ParkInn, Country Inn, Radisson SAS, Cerrutiand Regent, announced their first threeHotel Cerruti projects in Vienna, Dubaiand Kuwait. In 1994 architect RenzoRosso, owner of Diesel, restored andreopened the Pelican Hotel, an historical

Art Deco building dated 1939 on Miami’sSouth Beach strip.

FOCUS ON 4 AND 5 STAR HOTELSThe hospitality market at a world scale isestimated to be worth around USD 30 bil-lion at end-user prices. The luxury and theupper-end hospitality segments togetheraccount for around 45% of the total hospi-tality market. Demand determinantsinclude both the refurbishment of existinghotels (the average renewal rate is esti-mated to be around 15 years, frequentlywith partial renovations every 5-7 years tomeet the latest environmental standardsand a complete refurbishment every 20years) and the opening of new hotels. The high-end hospitality furniture marketcan count on over 400 new hotel open-

ings per year, totalling approximately100,000 new rooms, and 1,500 refur-bishment projects for around 180,000renovated rooms.

The high-end hospitality furniture market isestimated to be worth over USD 4 billion,accounting for around 39% of the totalhospitality furniture market. Consideringthat the average amount spent for a 4 and5 star hotel room, including both singlerooms and the communal areas, is aroundUSD 38,000, this generates total marketof around USD 11 billion, of which 35% isrelated to furniture. The incidence on thetotal cost of the communal areas andother parts excluding furniture varies a lotand it may exceed 70% in 5-star hotelsand in resorts.

FOCUSSTRATEGIES




axter is a leading Italian furnish-ing manufacturing companybased near Como/Italy and spe-cializing in leather upholstered

furniture. ‘Kit House’ is the name of aproject developed and carried on at thecompany in collaboration with StudioBestetti Associati. All along its evolution,the project has moved from applicationsfor domestic residence units to a newdevelopment designed for contract andhospitality.This year a new module has been pre-sented where further aggregationsmake it possible to build quite suitablelandscapes for accommodation facili-ties. The true novelty is the presentationof a project made up of two modules: alounge and a reception desk. The twoareas, linked together, have beendesigned and created to host and facili-tate different actions and functions. The first module, dedicated to convivial-ity, was designed with the aim to recre-ate a lounge. This structural part builtfrom glass allows to take benefit fromthe ambience of a garden even in thecoldest winter days. The second moduleis closed and more suitable to the func-tion of a guest reception. Actually, the

lobby is hosted here. Aim of the KitHouse project is to offer a completelyinnovative construction system basedof a honeycomb structure made of con-crete and completely recyclable insu-lating materials, where high thermaland acoustic performances can berecorded.Both the inside and outside of the build-ing can dialogue with the surroundingnature, thus creating a mimetic effectwith low environmental impact. Theeclectic style of the building is a valuablemix of luxury and minimalism.

B

Details from inside

BAXTER PRESENTS ECONTRACTKit House project, inside

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FOCUSEVENTS




eijing Design Fair, the first fair inChina dedicated to design andto Made in Italy, is an innovativeproject with an international

reach that led to a group of leadingItalian firms (including Alessi, B&B,Flos, Scavolini, Molteni, Poliform andTeuco, just to mention a few) to debuton the great Chinese stage during thesecond edition of the Beijing DesignWeek from 28 September to 6October 2012.

BDF was conceived with a dual objec-tive: to create favoured trade relationsas well as an intercultural networkbetween Italy and the Chinese market,essential requirements for the develop-ment of good future economic rela-tions. According to Vittorio Sun Qun,Managing Director of Beijing DesignWeek Committee and organiser of thefair: “In China the world of design isgrowing rapidly and it is necessary toimplement the network of relationsbetween production, distribution andthe public.We think that the Beijing Design Fairrepresents a definitive pass-key, capa-ble of contributing to improving this sit-uation and to enabling the best compa-nies involved in Italian design to makecontact with the most influentialChinese distributors and opinion mak-ers. The vertiginous development thatwe are experiencing in economic and

cultural terms represents a very greatopportunity for those firms that want toadopt internationalisation strategies toovercome the European crisis”.

DOING BUSINESS IN THE RIGHTPLACE AT THE RIGHT TIMEStrongly supported by the Municipalityof Beijing and by the entire Chinesegovernment system, Beijing Design Fairmade the Italian furnishings system thefocal point of this edition, playing on itsvalues of quality, pursuit of aesthetics,and international competitiveness inorder to offer a competitive edge to theawareness of prestigious brands at aworld level and to give the firms theopportunity to present themselves to awide audience and to the qualified sec-tor operators of a country that is strate-gic for exports.China is a country constantly seekingnew life style models. With a populationof over one billion 300 million and GDPgrowth averaging 9% annually, China isthe world’s second luxury market,thanks to the rise of the middle classand the high spending power of the newgeneration of wealthy young people(young power) that admire the Italianway of Life.The evolution of purchasing power iscausing a fully-fledged consumer cul-ture to emerge.The figures for the home furnishingsand accessories segment are signifi-

cant, with expectations of growth of17% annually until 2013, motivated bythe increasing development of urbani-sation, which rose by 32.9% betweenJuly 2010 and July 2011.

MILANO GUEST CITYThe guest of honour at the 2012 editionof Beijing Design Week – which record-ed 5 million visitors (3.5 million in 2011)– was the City of Milan, an international-ly recognised breeding-ground for thecreation, planning and production ofdesign furnishings. MEET DESIGNThe cultural heart of the fair was MeetDesign, an innovative multichannel plat-form from RCS, with an extensive pro-gramme aimed at telling the stories ofthe protagonists of the Italian andChinese living cultures. Design Time isthe title of the exhibition set up by IcoMigliore and Mara Servetto,Migliore+Servetto Architects, which ismade up of a path through the icons ofItalian design, divided into six momentsin a day with a selection of objects inspecific settings that show scenes fromeveryday life.

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BEIJING DESIGN FAIR AND CHINA’SNEW CONSUMERS by Paola Govoni

SCAVOLINI stand. Waking up

Meet Design Show

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FOCUSMARKETS

fter a couple of years of uncer-tainty, Gulf markets are roaringagain. Now there is a need ofmore selective strategies: for

sure GDP growth and diversification poli-cies (“not only oil”) are positive drivers,but vacation rates in most of the hotelsand office buildings are still high.

CITYSCAPE 2012 Dubai has established itself as a lead-ing centre for international events andconferences, hosting more than 34international meetings during 2011.The annual meeting of real estatedevelopers held in Dubai from 2 to 4October 2012 accounted for around150 UAE developers and real estatecompanies. 50% of international visi-tors were mostly Russian, Iranian,Indians investors. The 2012 editionshowed an “opening” of UAE giants ofpublic estate to neighbouring countrieslike Turkey, Kuwait, Iran, and Egypt.After a decade of growth “at home”,these companies boast a high knowhow, that can be used to build else-where in the Emirates (Abu Dhabi first),but also in Alexandria, Baghdad, Cairo,Teheran.

Main UAE developers and real estatecompanies are: Emaar (Burj Khalifa,the world’s tallest building, the DubaiMall, now working on BLVD hotel, 200hotel rooms and 542 serviced resi-dences, to be completed in 2015),Dubai Properties, Damac (largest pri-vate residential, leisure and commer-cial developer in Dubai and the Middle

East, and one of the major ones inNorth Africa), Narkheel (PalmJumeirah, The World, InternationalCity), Deyaar, Arabtec. The biggestdeveloper in Abu Dhabi, RakProperties, is listed at the stockexchange. “Building & Construction Network”(BNC) is a large construction intelli-gence source addressing the MiddleEast market. With over 2.6 million hitsevery month, the BNC Network isaccessed by thousands of propertydevelopers, architects, and contractors.

VILLAS, RETAIL AND HOTELS INDUBAI…Dubai economy is still on a recoverypath. Growth drivers are tourism, com-merce, retail, hospitality and logistics.Some areas of the Emirate’s propertymarket have shown signs of recovery inrecent months, also thanks to purchasesfrom Indian, British, Pakistani and Saudiinvestors.On the residential market, villas continueto outperform the apartment sector.The demand for retail space in the bestperforming super-regional malls (DubaiMall, Mall of the Emirates) remainsstrong. Total stock of mall-based retailspace in Dubai is estimated at 2,9 millionsq.m. and further 243,000 sq.m. areexpected by 2014 (half of this extensionbelongs to Dragon Mart, serving a morepopular segment of the market). Around 1700 branded hotel rooms havebeen added to the hotel market betweenJanuary and September 2012. A numberof projects scheduled for completion by2012 (for a total of 4500 additional guestrooms) have been delayed to 2013.Dubai hotel supply was around 53,400hotel rooms in 2011, to become 55,100in 2012 and expected 63,000 in 2014.Occupancy ratio was just 70% in 2009-2010 and today it is 77%. Dubai has acandidature to Expo 2020.Office stock is around 6.9 million sq.m.




A

REAL ESTATE IN THEGULF COUNTRIESby Aurelio VolpeCSIL

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at the end of 2012, that is +1.5% on2011. With several projects beingdelayed, final completions for 2012 willbe significantly less than forecasted.Demand remains high for single owner-ship buildings in prime locations. 70% ofoffice space is for financial and profes-sional services. Telecoms (7%), health-care (6%), engineering (6%) are also rel-evant. There are further 1.2 million sq.m.in the pipeline.

HIGHLIGHTING SAUDI ARABIAWith 29 million people, Saudi Arabia isthe largest and among the most attrac-tive markets in the Middle East, alsobecause theGDP per capita isrelatively low andSaudi govern-ment plans toinject about USD110 billion intothe economy inthe next fiveyears. The popu-lation is likely toincrease at anannual averagerate of 2.1% toreach about 38million by 2030.Cost of buildingis relativelycheap if compared with the other Gulfcountries. Retail sales in Saudi Arabiaare likely to reach 40 billion USD in 2015from about 27 billion in 2011. Main retailplayers include Savola Group (mostlyfood), Alhokair (franchise fashion activi-ties), Al Bandar (conglomerate operatingin 36 cities), Al-Raya (25 supermarkets).With increasing levels of disposableincome, Saudi Arabia’s retail sector isbooming (second most optimistic coun-try after India, according to a Nielsensurvey) and it has become more attrac-tive for foreign investors.

INCREDIBLE QATARQatar is top of the region in terms of GDPper capita. Total GDP grew by 6.9% inthe first quarter of 2012, driven by gov-ernment services, transport and commu-nications, trade/hotels/restaurants.Projects specifically related to the 2022FIFA World Cup are unlikely to com-mence before 2015. Qatar is the mostexpensive country for building in theMiddle East. The residential sales marketis now stable, with an increasing demandfor small nits (one-two bedrooms). In thecommercial and decorative lighting sec-

tors, many European brands, mainlyfrom Italy and Germany, are present inthe market, including Erco, Reggiani,Ruud, iGuzzini, Targetti, Simes,Fumagalli, We-ef, I-Lèd, Fagerhult,Ilusol, Norlight, Thorlux, Whitecroft,Wila, Intra Lighting, Mizar, Indalux,Egoluce, Traddel, Martini, Linea Light,Musco.

TOURISM IN OMANAmong the Gulf countries, Oman is prob-ably the one with more potential to evolveinto a major tourist destination. Muscatinternational airport is currently beingexpanded in a 1.8 billion project and willbe able to accommodate more than 12million annual visitor arrivals once com-pleted in 2014. As in most Middle Eastern countries, therole of interior design companies andarchitects in Oman is important, and per-sonal relationships play a crucial role forlocal customers, especially when itcomes to furnish villas and palaces. InOman there are less showrooms than inother GCC countries. Retail chains arethe main channel for middle- and low-end furniture and include, among others,

Home Centre and Marina Exotic HomeInteriors, while IKEA is planning to openan outlet.

BAHRAIN GOING TO DIVERSIFY Bahrain is a country composed of achain of around 30 islands linked by acauseway to Saudi Arabia and, in thenear future, by the Bahrain-QatarFriendship Bridge with its other neigh-bouring country, Qatar. Compared toother GCC countries, Bahrain’s econo-my is more diversified, as the countrydetains only moderate own oil and gasreserves and imports crude oil from aSaudi-operated, shared offshore field,relying mainly on exports of refinedhydrocarbons products. Accordingly, theoil and gas sector accounts for 12% ofreal GDP, while financial services con-tribute to GDP for over 25%. The industrial sector plays a consider-able role, Bahrain being a global leaderin aluminium production.Bahrain office stock doubled (from 0.6to 1.2 million square feet) between 2008and 2012. Now, vacancy rate is around30%. Demand for office space is restrict-ed to small units (100-500 sq.m.) withgood quality fit outs.

FOCUSMARKETS




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FOCUSPROFILES

ccording to President XavierDupuy: “La Cornue cultivates anideal of excellence” since its verybeginning over one century ago. It

was a perfume maker, inventor and gour-met, Albert Dupuy who in 1908 beganmanufacturing a rotisserie with an originalshape. The vaulted oven for which heobtained the patent was to become thecornerstone in La Cornue cookers. Byusing natural hot air circulation in theoven, this invention is the key to the suc-cess of juicy, flavourful dishes. The vault-ed oven concept has never been copiedand La Cornue technology is still the mostefficient on the world market today. LaCornue is reputed for its expertise in culi-nary know-how not only in France, butworldwide and has attracted a loyal clien-tele with products adapted to customers'individual requirements.

Xavier Dupuy, the grandson of thefounder, Albert Dupuy, has been runningthe family business for the past 25 years.In 1985, as a brand visionary, he beganmajor international development projects– today 8 out of every 10 cookers arebuilt for exportation. He also initiated amerger with the English group, AGA in2004, for the launch of a new rangemanufactured in the United Kingdom -CornuFé.

In 2005 the top kitchen ranges“Chateaux” and “Cornuchef” were onlyproduced to order and individually handmade according to strictest quality crite-ria. Modern technology has entered theproduction, further enhancing the tradi-tional choice of noble and selectedmaterials like cast iron, steel, solid brass,nickel and enamel. Since 2008 LaCornue extended its expertise andoffered total kitchen fitting services,known as Culinary Architecture, includ-ing units and furniture, ventilation, refrig-erators, wine cellars, preparation tables,utensils for demanding culinary lovers.

LA CORNUE TODAYNowadays the company is part of theAga Rangemaster Group, a leading

international premium consumerbrands group based in the UnitedKingdom, which manufacturers anddistributes kitchen appliances and inte-rior furnishings brands (Falcon,Mercury, Redfyre, Stanley, Waterford,just to mention a few).8 out of 10 cookers produced by LaCornue are exported, not to mention thewide range of over 200 kitchen acces-sories. Today La Cornue’s retail networkincludes 15 Showrooms and more than250 retailers in 30 countries all over theworld. 60 employees produce over 800« Château » and 400 new « CornuFé ».Showrooms are opening in the Middle

East, Asia and Latin America. New afflu-ent consumers worldwide learned toknow these French ‘haute de gamme’cookers and became fond of them.

‘THE 1908’ AMATEUR CHEFS RIVALTHE PROFESSIONALSIt ’s a worldwide phenomenon.Amateur cooks have never been sonumerous, passionate and talentedabout cooking. Cooking isn’t their job,but they feel it like an art. For them LaCornue has designed a new cooker.Launched in 2012, ‘the 1908’ is a trueLa Cornue stove with a last generationgas oven with dual energy gas andelectric grill and 5 professional, pow-erful and extra large burners. The1908 is now accessible to a greaternumber of consumers.




A

LA CORNUE. THE FRENCH ART DE VIVRE IN THE KITCHEN

The new Galerie laCornue opened inParis last September inrue de Bourgogne 54

The 1908, detailGalerie Premium Amsterdam

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TRAINING

lueside-Emotional design is anew brand originated by the pas-sion and initiative of SteroglassPresident and CEO Roberto

Falocci. With over 50-years experience inglass blowing for the manufacture of high-tech scientific instrumentation, in 2009 hedecided to apply his expertise to develop anew business. Following that decision,Blueside-Emotional design was born forthe creation of objects for the Dining andLiving areas.

THE TEAMThe strategic design plan for Bluesidewas assigned to a team two year leater,based on the Company’s prototypes, web

site and the Company’s selection ofdesigners. The strategic design team wasmade up of Patrizia Scarzella (architectand journalist with a remarkable experi-ence in communication strategy),Valentina Downey as product and strate-gic designer, and with Francesco Parettias consultant for product development.Since 2001 Patrizia Scarzella andValentina Downey have organized andconducted intensive on site design labora-tories (IDL) and have worked as consult-ants in design and communication strate-gy for national and multinational compa-nies. This requires intensive sessions withthe companies’ management and depart-mental staffs to be held over a very shortperiod and on site. This work methodolo-gy allows the company’s staff to impartand gain knowledge more easily andquickly, feedback is continuous and it alsohelps generate empathy among theCompany staff and consultants.

OUTLINING GUIDE VLINESAt Steroglass, a factory based in CentralItaly near Perugia, we splitted our job intwo sessions, the first one to outline thedraft design strategy guide lines and thesecond one for follow up. We spent sever-al days to analyze and prepare the draftdesign strategy guides lines. We workedside by side with Roberto Falocci andcommercial director Edoardo Tintori. Theaim was to understand the new brand busi-ness concept, compare it to the designconcept and see the prototypes and all thecommunication tools planned by theCompany up to that moment. We did a fullanalysis of the prototypes, their coherence

with concept design, their typologies, con-sistency, materials selection, supplier pro-duction skills, their uniqueness comparedto their competitors and their promotionand communication.As for many Italian family companies, this isa history of people and their tremendousmanual skill. Steroglass is a piece of thatItalian manufacturing ability. We centeredour design strategy on the story that tells ofSteroglass’ outstanding manual ability tofinely process and shape glass.We selected and gave the guide lines todevelop prototypes, a catalogue and indi-cations to improve the contents of thewebsite. We picked Dining as the brandmain area and Living as the area for longterm development. We planned eventsand fair presences and finally we designedan exhibition boot.Strong design strategy adds coherenceand makes the difference in terms of prod-ucts, their communication and promotion.Companies becomes aware of what, whenand why-to-do in the short, medium andlong run.


BLUSIDE-EMOTIONAL. A STRATEGIC DESIGN PLAN

by Valentina Downey

Genio

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Blueside booth

Products on show

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PREVIEW

IFF-Office Show, by far thelargest office and service indus-try furniture exhibition in theworld, will be held from 27 to 30

March 2013. The last edition saw thepresence of more than 800 companieson an exhibition area of 200,000 sq. m.The event attracted 60,000 qualified vis-itors from all over the world, 19% morethan the previous edition.An exhibition of outstanding importance,the expression of an increasingly moreattractive local offering and a market thatcannot be ignored on an internationallevel: China, viewed with increasinglyextreme interest by all international tradeoperators. All this makes CIFF-OfficeShow a valuable busi-ness platform for interna-tional buyers searchingfor competitive products,an essential factor nowa-days, offering a high levelof quality and good design.In fact, more than 18,000buyers visited the last edi-tion, +14% on 2011, most-ly decision makers (51%)from large companiesmainly originating fromEurope (22%).

OFFICE FURNITURE TOP EXPORTERChina has been top exporter of office fur-niture in the world since 2003, followedby Canada, Italy and Germany. The valueof exported office furniture reached arecord amount of USD 2.7 billion in 2011,+13% on 2010. China is currently the world’s largest man-ufacturer of furnishings for workplacesand produces 70% of Asia’s total produc-tion. The Chinese production grew by18% in the time period from 2003 to 2011(data source: CSIL).CIFF-Office Show 2013 will continue inthe quest undertaken two years ago topromote concepts of great interest such

as ecology and wellness in the work-places, which have encouragedexhibitors to produce office furniture andfurnishings made from natural materialsfound in the territory such as bamboo andrattan that have not been treated withcoatings or other materials that may pro-duce emissions or cause pollution.

85 NEW 5 STAR HOTELSIn response to the enormous develop-ment of the hotel industry in China, whichhas seen huge investments from some ofthe most important hotel chains in theworld, for the second year in a row CIFF-

Office Show will dedi-cate a space of about20,000 sq. m. to com-panies operating withinthe hospitality industry,that are now capable ofsupplying their productsand services to some ofthe best hotels, includ-ing 4 and 5 star interna-tional hotels. It is worth noticing, thatin just a few month timeperiod (from January toSeptember 2012) 85new 5 star hotels wereinaugurated in China.


CIFF-OFFICE SHOW 2013. A PERFORMING BUSINESS PLATFORM IN GUANGZHOU

by Emilia Prevosti Edimotion

C Visiting CIFF-Office Show will be a good chance todiscover Guangzhou, China’s third most importantcity, the capital of Guangdong region, the mostindustrialised area of China and a strategicinternational business centre. A modernmetropolis offering countless opportunities, somany that 170 of the Fortune 500 companieshave already chosen to develop investments in theindustrial and service industry sector there.Buildings and infrastructures designed byinternational archistars blended into a urbancontext boasting 2,200 years of history, rich inculture and local traditions wait to be explored.

Executive Office by SUNON

Guangzou Opera House by Zaha Hadid

027_PREVIEW_CIFFOfficeShow:prova1 09/11/12 11:35 Pagina 27

PREVIEW

APPY BUSINESS TO YOU -Italian Contract and More” isan international contracttrade fair set for 13 to 16

February 2013 organized by PordenoneFiere with a targeted feature: to be ameeting between supply and demand infields like “turn-key” supply which,despite the global crisis, is constantly onthe rise, involving specific projects andmajor orders in the Residential, LargeCommunity, Hospitality (Hotel, Cafe,Restaurant), and Marine sectors.

The first edition of the Fair last yearachieved good results with the participa-tion of 122 exhibitors and over 7,000professional visitors, trade operators andbuyers from 41 countries. Thanks to itsstrategic geographical position in theheart of a major Italian furniture manufac-turing cluster, HAPPY BUSINESS TOYOU proved to be able to create newbusiness opportunities for exhibitors(carefully selected from leading Italianbrands in the furniture sector), foreignbuyers, national and international archi-tectural studios and top contractors.During the fair, an “Open Factories”event allows participants to visit compa-nies and see ‘from inside’ where and howthe ‘Made in Italy’ contract is born.

This year, the mission of Happy BusinessTo You has been further strengthened byits support to the InternationalArchitecture Exhibition - Biennale diVenezia (29 August-25 November 2012)through an important sponsorship in col-laboration with the Pordenone Chamberof Commerce. “This partnership agree-

ment with the 13th InternationalArchitecture Exhibition - Biennale diVenezia - said Alessandro Zanetti,managing director of PordenoneFiere - is an important goal that wehad set for ourselves.” Architects, engineers, designers,journalists and students could getinformed about the event organizedby Pordenone Fiere at a dedicatedworkstation inside the BiennaleGardens in Venice.


100% CONTRACT ‘MADE IN ITALY’

“H

LINK impilable chairs,Calligaris Contract Collection

AREA T table, Calligaris Contract Collection

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SURVEYS

he changes in information andcommunication technology areinfluencing all aspects of thebusiness world by requiring new

strategies of interaction with the market.Utilizing the connectivity offered by thenew technologies is the most efficientapproach for businesses to keep clientsup-to-date about their products and/orservices as well as to get feedback fromthem. They can conduct fast research oncustomer habits and on what clients arelooking for and then orient their invest-ments accordingly, thus leading to amore rapid business development. Inthis regard, the use of online survey isgrowing at a phenomenal rate.

A YOUNG TECHNOLOGYThe technology for online survey isyoung and evolving. Until recently, creat-ing and conducting an online survey was

a time-consuming task requiring familiar-ity with web authoring programs, HTMLcode and scripting programs. Today,survey authoring software packagesmake online survey research much eas-ier and faster. The main strength of thistool is that it takes advantage of Internetto interview thousands of people, possi-bly separated by great geographic dis-tances, in a short amount of time.Savings of money and time, flexibilityand accessibility are among the mainbenefits of online survey when it is com-pared to the traditional methods (phone,face to face interviews). Beyond thesebenefits, the reality is that online surveyproduces high quality results whenbased on solid and time-tested tech-niques. A clear, short and concise ques-tionnaire and appropriate samplingmethods determine the quality of theonline survey.

CSIL is among many research institutes,which have gained a wide experience withthis instrument. It is adopted for differentpurposes, ranging from collecting opin-ions and evidence on specific topics ofEuropean Institutions’ interest to the per-formance of market researches. To provide an example, an online surveywas carried out to assess the efficiencyand effectiveness of the five-monthTraineeship Scheme at the EuropeanCommission. It proved be a very powerfultool, through which 1,733 questionnairesfor Trainees and 932 questionnaires forAdvisers were collected, correspondingto 43.1% and 45.4% of the targeted pop-ulation respectively. Similarly, the onlinesurvey carried by ECORYS to assess theutility of the TEMPUS III Programme of theEuropean Commission has succeeded incollecting a large amount of data with aresponse rate higher than 50%.

ONLINE SURVEY FOCUSING ONFURNITURERecently, an online survey has beenlaunched in the framework of a researchproject on the Italian firms and theopportunities for them in the global mar-ket, which is part of the 30th edition ofCSIL forecast report on the furnituremarket in Italy and in the World. Morethan 3,000 enterprises of the furnituresector have been selected and asked tofill in an on-line questionnaire aimed atinvestigating their internationalisationactivity. Experiences with online surveysshow, however, that the value of this datacollection tool increases when it is com-bined with other analysis instruments.The best is if online surveys are preced-ed by a documentary analysis aimed atidentifying the main issues to addresswith the online questionnaire and fol-lowed by focus groups, in depth inter-views, or Delphi survey with key stake-holders in order to test and discuss theinformation collected.


HOW PRESENTING RESULTS OF THE ONLINE SURVEY: AN EXAMPLE FROM CSIL STUDIES

Source: CSIL processing of survey data. Study on external evaluation of the European Commission’sTraineeship Scheme, prepared by CSIL for European Commission, DG General Education and Culture, 2008. Note: The graph puts in relation the importance and satisfaction of the interviewed with regard to the issuesencountered during the application and selection process for the Traineeship.

APPROACHING ONLINESURVEYS. CSIL EXPERIENCES AND MORE

by Jessica Catalano CSIL

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THE MAIN OBJECTIVESigh levels of employment, produc-tivity and social cohesion are thethree main objectives of theEuropean Union growth strategy for

the coming decade, defined as “Europe2020 strategy” (http://ec.europa.eu/euro-pe2020/index_en.htm).To boost growth and jobs 7 flagship ini-tiatives have been defined. Two of themare directly involving the wood-basedindustry: the so-called “InnovationUnion” and the “Industrial competitive-ness” policies. Both policies will rely onthe Horizon 2020 program(http://ec.europa.eu/research/hori-zon2020/index_en.cfm), which will

combine all research and innovationfunding currently provided through theseventh Framework Programmes forResearch and Technical Development,the innovation related activities of theCompetitiveness and InnovationFramework Programme and theEuropean Institute of Innovation andTechnology.

SIZE AND SCOPE OF INVESTMENTThe proposed support for research andinnovation under Horizon 2020 willstrengthen the EU’s position in sciencewith a dedicated budget of Euro 24,598million, an investment in industrial inno-vation of Euro 17,938 million and furtherEuro 31,748 million to help addressmajor concerns such as developing sus-tainable transport and mobility, makingrenewable energy more affordable, orcoping with the challenge of an ageingpopulation.Horizon 2020 will tackle societal chal-lenges by helping to bridge the gapbetween research and the market by, forexample, helping innovative enterprise todevelop their technological break-throughs into viable products with realcommercial potential. This market-drivenapproach will include creating partner-ships with the private sector and MemberStates to bring together the resourcesneeded.

GOING TRANSNATIONALHorizon 2020 will be complemented byfurther measures to complete and devel-op the European Research Area (ERA)by 2014. The development of ERA isneeded to overcome the fragmentationof research in Europe along national andinstitutional barriers. While mostresearch activities, programmes andpolicies take place at regional andnational levels, no single country offerssufficient resources to be competitive onthe world scale. ERA will aim at breakingdown barriers to create a genuine singlemarket for knowledge, research andinnovation. With ERA such activities andpolicies should be increasingly designedand operated from a transnational per-spective, including, where relevant,cross-border co-operation. To support a common understandingbetween various actors of research andinnovation (large firms, SMEs, universi-ties, public research centres, etc.) andto help them to cooperate across theEU, within the ERA some EuropeanTechnology Platforms (ETPs) have beencreated and will be further developed asa support to the Horizon 2020 programimplementation bringing actors from allover Europe together in specific technol-ogy areas. ETPs are industry-led stakeholdercharged with defining research priorities

SPECIAL REPORTRESOURCES

NEW PRODUCTS, NEW VISIONS

HORIZON 2020: IMPACTS ON THEWOOD-BASED INDUSTRY

by Davide Pettenella DITESAF, University of

Padova

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Photo EGGER

032_033_SPECIAL REPORT_AZZURRO:prova1 09/11/12 12:58 Pagina 32

SPECIAL REPORTRESOURCES

in a broad range of technological areas.So far 36 European TechnologyPlatforms have been created, updatingand implementing their own long-termStrategic Research Agendas; these doc-uments have contributed to the design ofsome of the main research priorities ofthe Seventh Framework Programme.

A PLATFORM FOR THE WOODINDUSTRYAmong the 5 groups of ETP, a mayor roleis played by the 6 Platforms related theBio-based economy, among them theForest Based Sector TechnologyPlatform (www.forestplatform.org). Thisindustry-led Platform represents actuallyone of Europe's largest industrial sec-tors, providing employment and incometo some 2.6 million people directly andaccounting for around 10% of theEuropean manufacturing industry's totalvalue added and employment and it hasbeen rather active to represent theindustrial interests in the process ofshaping the recent R&D policies of theEuropean Union.The message to the wood-based indus-try for the future actions deriving fromthis cluster of initiatives is clear: theEuropean Union is willing to supportthe development of its own mostdynamic, promising and innovativeindustrial sectors, with a special prefer-

ence for those activities connectedwith the idea of a bio-based economyand the wise use of renewable materi-als and energy. The approach for selecting priorities inthe financial support and R&D policies ismainly button-up: through the EuropeanTechnology Platforms, such as theForest Based Sector TechnologyPlatform, the representatives of theindustries define the knowledge andtransfer needs, the R&D objectives, and

provide broad indications to theEuropean Commission on the distribu-tion of financial resources. Till now the wood-based industry hasbeen able to maintain a good positionand visibility in this process; Horizon2020 will represent a further opportuni-ty to reinforce this role if the representa-tives of the sector will be able to give evi-dence to the role played by the wood-based industry in the development ofthe European green economy.



Photo HOMAG

Photo SCM Group


t Chicago Neocon held in Junethis year, exhibitors’ responses tothe current market conditions dif-fered, but few of the many new

products launched were the result of themassive investment in design, develop-ment and tooling we have seen in previ-ous years. Instead, following what hasbeen seen in Europe over the past fewyears, there were many examples ofmainstream office furniture companiesventuring into soft seating.

Breakout furniture, including soft seatingand high backed upholstery products,previously seen here only from Europeancompanies such as Vitra, was very muchin evidence in the showrooms of most ofthe manufacturers, even those neverbefore involved in upholstered products.The high backed seating units, withclaims to good acoustic properties, wereoften combined with low tables and largedisplay screens for shared inputs to pre-sentations and discussions.

COLLABORATION TECHNOLOGYWhat was termed “collaboration technol-ogy” was also exploited by Haworth,Steelcase, Teknion, Izzy+, KI, Tuohy,Vitra, and many others, all of whomshowed furniture and devices whichallowed people to contribute to, andshare the results of, collaborative work,invariably grouped around large displayscreens.

Haworth announced they were “drivenby (their) desire to help unleash thepower of collaboration” – pretty much inline with Herman Miller and others. Theywere among the manufacturers showinghigh-backed seating with their TulipLounge chairs designed by MarcelWanders and upholstered in bright red.However, the highlight of their presenta-tion was the Best of Neocon Gold Award

winning Workware confer-encing system, whichuniquely featured the use ofwireless technology connect-ing the ‘collaborators’ to thepresentation equipment. Haworth alsoshowed Shetland, an active, responsiverocker or a simple bench that provides acasual, playful and interactive seatingoption for impromptu collaboration. (Thatword again!)

The best showroom of the “big five”, bysome margin, was Steelcase. Their mes-sage was clear and easily understood.From FrameOne, a bench system thatexpands or contracts to meetfuture demands, throughAnswer, a new infinitelyexpandable panel systemwith a clever patented framedesign.

BRIGHT AND BOLD COLORSAs for colours, unlike the organic brownsand greys seen at this year’s Milan Fair,Neocon was bright and bold withorange, reds, greens and still whiteseverywhere. By far the most popular fab-ric for occasional seating was felt, plainand patterned, and in every colour of therainbow. It’s environmental and acousticproperties were being promoted, butthere must be some concern as to how

SPECIAL REPORTTRENDS


‘COLLABORATION TECHNOLOGY’ AT CHICAGO NEOCON

by John Sacks JSA Consultancy Services

A Haworth Workware

Steelcase FrameOne bench


034_035_SPECIAL REPORT_Neocon_safe:prova1 09/11/12 11:58 Pagina 34


hardwearing it will prove to be.Teknion, Davis and Nucraft (who won theBest of Competition with Passportdesigned by Joey Ruiter) were the threecompanies which together swept upmany of the Best of Neocon awards, withfour apiece.

One of the most exciting products at thisyear’s Neocon was JumpSeat fromWilson Troup’s Sedia Systems anddesigned by Ziba Design. This was anelegant and simple auditorium seatformed from two plywood panels, onefixed and the other which folded downon a hinge to form the seat.

Task seating lines are ever sharper andslimmer in appearance, and that trendcan also be seen to a lesser extent, withexecutive seating. Height adjustableworkstations, common in many countries

in Europe, were for the first time to beseen everywhere in the permanentshowrooms of the larger manufacturers,rather than just on the exhibition boothson the temporary floors.

Last but not least: an economy whichcould be stronger, and the uncertainty ofan election year combined to cause con-cern. The Merchandise Mart ownersdenied rumours that the show did nothave a long-term future by publishing theshow dates for each of the next tenyears.

his Autumn event ‘TrE - TourismReal Estate Expo & Conference’held from 3 to 5 October 2012at the Cruise Terminal in

Venice/Italy was an international exhibi-tion devoted to the real estate develop-ment of territories and hospitality. It was avaluable occasion for Architect SimoneMicheli to present - with the contributionof selected partners - “Safe ArchitecturalProjects” a selection of his main architec-tures and recent projects linked to theworld of hospitality.

The highly involving exhibiting area dottedby selected and high quality ‘materic’presences, consisted of a super loungewhere it was possible to give free expan-sion to confrontation, interaction and dis-cussion, and where every project couldtell ethical stories to the visitors-clients.

"Safe Architectural Projects" is a synonymof sustainable safety, aesthetics and func-

tionality with a close attention paid to build-ing and management costs, as well as tothe harmonization of project and logisticprocesses. In between a show and ahome theatre, this exhibition aimed to be afocal point for a deep thinking about a newway to conceive hospitality and evenbeyond this. Basically, the coming futurewill have to be even more rational, ecofriendly, and ethical in order to further pro-mote intellectual and economic growth.Simone Micheli’s "Safe ArchitecturalProjects" wanted to talk about that.

Partners of the projects were leadingcompanies of the furniture, furnishingsand lighting sector: Adrenalina, Altha,Axia contract division, Fiscatech, GruppoEuromobil, iGuzzini illuminazione,Mirage, Myyour, NOKEN byPorcelanosa, Oikos, Omexco (distributedin Italy by Effeitalia), Valsecchi Group,and Viraver, with tecnical partners: e20EVENTI, Pointex, Sign System.


SAFE ARCHITECTURAL PROJECTS

Jump Seat from Sedia Systems


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he leading Austrian companyBene made a decisive step for-ward with its office design at thisyear’s Orgatec, presenting the

modern office world as a living urbanenvironment with “me” and “we” places.New to the Bene portfolio and featuredat Cologne this October: DOCK-LANDS, the alternative workstation con-cept for temporary activities; andCUBE_S, fixed, modular workstationswith integrated storage space.

SMART WORKINGThe trend from recent years continues:today’s professional world is dominatedby rapidly changing needs, by mobility– and ideally, by flexible corporatestructures. The sheer diversity of tasksundertaken places great demands onthe quality of the workplace environ-ment. Today’s offices are living spacesas unique and varied as the tasks andcorporate cultures – with open struc-tures, flexible zones, and a highly effi-cient use of space. Bene’s smart working concept realizedthe trend toward greater communica-tion, collaboration, and the growingimportance of knowledge work in theoffice. Back in 2009, Bene collaborat-ed with the London-based design prac-tice Pearson Lloyd to develop the idea

of differentiated zones for communica-tion and cooperation, when it launchedthe innovative PARCS series. PARCSwent on to win various prizes and is nowamong the most successful products inthe Bene portfolio.

FROM PARCS TO DOCKLANDS The next stage has been presented atthis year’s Orgatec: DOCKLANDS isthe new, alternative workstation con-cept for temporary activities. A “me”place that supports concentrated,focused activity – providing personaland acoustic privacy. The DOCKLANDS elements are high-quality furniture with an engagingdesign, providing an anchoring point foremployees and visitors alike. Power andnetwork integration enable easy plug &play, and accessories such as lightingand coat hooks give a sense of person-al space.“We are constantly enhancing our prod-uct portfolio and always seeking solu-tions for innovative office concepts”says Dr. Wolfgang Neubert, BeneManaging Director of Sales & Marketing“like DOCKLANDS, high-quality work-stations for focused temporary activitiesthat take concepts such as flexibleworking and the non-territorial office tothe next level”.

ABOUT BENEAccording to the company’s vision,there is a link among how offices andworkspaces are designed, the corpo-rate culture, and the success of a com-pany. Development, design, produc-tion, consultation, and sales are alltogether under one roof. The Bene Group’s head office is locat-ed in Waidhofen an der Ybbs, Austria.The company offers its customers aglobal team of 1,328 employees in 85regional offices in 35 countries world-wide. The Bene Group generated con-solidated revenues of Euro 193.9 mil-lion in fiscal year 2011/12. The compa-ny is market leader in Austria and num-ber six in Europe.

SPECIAL REPORTR & D


DOCKLANDS, the new “me” place by Bene

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BENE’S SMART WORKING PLACES

036_SPECIAL_R&D_Bene:prova1 09/11/12 11:58 Pagina 36

n recent years (2005-2010) theInternet connections worldwideshowed enormous growth. If welook at the number of “fixed broad-

band subscribers”, who are supposedto be largely represented by businessusers (home-workers, small-businessand large corporations), we notice thatthey increased by 50% in the UnitedStates, doubled in Europe and are 4times higher in countries like Brazil,Mexico and China.

A comparison between the estimatedvalues of the office furniture market andthe number of broadband users maysuggest some considerations. Forexample in the United States, forefrontwith this technology, the ratio betweenoffice furniture consumption/broad-band users is 120 US$ and with allprobabilities these 85 million users arepotential office furniture clients. If wetake Brazil, the indicator is higher, butwe can easily argue that the over 13 mil-lion users represent only a segment ofall purchasers. In China, some 126 mil-lion of broadband users (ratio 86 US$)speak of a huge potential market in thenear future. Probably, many of thoseconnections are utilized in the “con-sumer” modality and they could repre-sent potential workplaces in the yearsto come.

Actually, the Chinese Government plansto have more than 250 million broad-

band users by the end of 2015, withInternet access speeds in urban andrural areas reaching 20 megabits and 4megabits respectively. It is probably nocoincidence that in a few years Chinawill become the second largest con-sumer of office furniture at a world level.BRIC countries (Brazil, Russia, Indiaand China) now account for over 30% ofworldwide office furniture consumption(it was 20% in 2007).

Another factor to be considered is themassive entrance of “consumer devices”like tablets in the corporate market.

According to Comtex/Reportlinker,tablet sales to enterprises will increasefrom 13.7 million units in 2011 to 96.4million units in 2016. In line with thisphenomenon, workspaces are becom-ing more and more “social”, some-times “informal” (coffee corner) andincluding common spaces furnishedas “homes” (lounge). This leads tochanging macro-trends in products.Let’s make some examples: both inEurope and in the US operative desk-ing (mainly represented by desk sys-tems) saw the increase of the marketshare for free-standing tables, follow-

ing the expanding demand for layoutflexibility.Office storage has been predicted to beon decrease for years. The fact is thatstorage has remained pretty stable invalues, but it showed a metamorphosistowards more nomadic products, small-er solutions, and smart ideas (caddies).Standard meeting rooms (large meetingtables with 20 executive chairs) are los-ing importance inside companies, whileinformal “satellite” spaces (to host 4-6people) located in the office surround-ings and training rooms are gainingground.

In conclusion we can say that workplaceconceiving is more and more focusedon balancing individual and sharedspaces. Office manufacturers areresponding to these needs introducingmore flexible and ergonomic products,possibly “smart” oriented.



OFFICE FURNITURE IN THE BROADBAND ERA

by Mauro Spinelli CSIL

I


CONSUMPTION OF OFFICE FURNITURE PER FIXED BROADBAND SUBSCRIBER (OFFICE FURNITURE CONSUMPTION IN MILLION US$/NUMBER OF FIXED BROADBAND

SUBSCRIBERS). VALUES IN US$

Source: CSIL processing

037_SPECIAL REPORT_AZZURRO:prova1 09/11/12 11:59 Pagina 37

I-MACS® is the New Generationof solid surface. It is composedof 70% natural stone powderderived from bauxite, 25% high

quality acrylic resin and 5% natural pig-ments. Designed and produced by LGHAUSYS, it is distributed across Europefrom LG Hausys Europe headquarters inGeneva. This high quality product is inert, ecolog-ical and versatile. It responds to the mostdemanding needs with its characteris-tics; non-porous, highest durable, uni-form in thickness and resistant in colour.HI-MACS® boasts excellent thermo-formability properties, and allows toadapt the material to each shape.HI-MACS® is used by leading compa-nies, and well-known architects anddesigners such as Zaha Hadid, JeanNouvel, David Chipperfield, Ron Arad,Marc Newson, Elke Delugan Meissl andJoaquín Torres. Some of the most notable projects madeout of HI-MACS® include the PradoMuseum and the Hotel Puerta América inSpain, Leonardo Glass Cube and thePorsche Museum in Germany and theZara flagship store in the WestfieldShopping Complex in London, UK.

HI-MACS® is available in more than 100colours in the following ranges: Solids,Granite, Sand, Pearl & Quartz, Volcanics,Lucent, Galaxy, Marmo, and the newrecycled range of colours HI-MACS®Eden. Eden is GREENGUARD Certifiedfor indoor air quality as a “Low EmittingProduct” which can help projects achieveLEED® credits in sustainable design,under the Green Building Rating Systemmanaged by the U.S. Green BuildingCouncil (USGBC).Thanks to its quality, HI-MACS offers thelongest warranty package currently onthe market: 15 years.

HI-MACS® IN THE KITCHENKarim Rashid's futuristic vision and theproperties of HI-MACS® have given rise to‘Kook’ and ‘Karan’, two kitchens manufac-tured by the Italian company Aran Cucine.Presented at Eurocucina 2012 in Milan,‘Kook’ is distinguished by sinuous silhou-ettes and a innovative ergonomic design.The worktop, which is more than 90 cmdeep, allows an improved layout of thehob and sink zones, as well as making itmore user-friendly.

The starring role of the project by KarimRashid, aside from the latest-generationacrylic stone, is light, with LEDs arrangedunderneath the worktop, which highlightthe magenta coloured aluminium groove.There are also LEDs inside the wall unit,which illuminate the edge of the glass,giving the kitchen a dramatic appear-ance. The concept of ‘Karan’ is based on anisland, with a tapered silhouette, whichencourages conviviality. When not in use,the mixer tap and LED light withdraw intothe worktop. The simple addition of amulti-purpose chopping board, which fitsover the sink, creates a handy diningarea.Soft curves continue on the kitchen'swall-mounted unit. An opening withrounded edges provides a space forcooking and food preparation within theunit. The smooth and non-porous surface ofthe acrylic stone makes for easy cleaningand also ensures extreme resistance tosources of heat and household chemi-cals. It is hygienic and therefore especial-ly suitable for contact with food.

SPECIAL REPORTR & D


HI-MACS®. NEW GENERATIONNATURAL ACRYLIC STONE

Hotel Puerta America in Madrid. Jean Nouvelused the new HI-MACS® colour Midnight Grey

H


ARAN Cucine. Karan by Karim Rashid

Collection: MARU kitchens. Design: DODKBerlin, Germany. Fabrication: Peter Grube,Germany. Material: HI-MACS® Alpine White


obotica, the only fair in Italy ded-icated to humanoid and servicerobotics, was held from 7 to 9November at Fieramilano Rho,

and handed over to Makers Italy (9-11November), the event dedicated to theworld of makers, digital and technologycreators. After a successful 2011 edi-tion, Robotica 2012 had the support ofthe Milan Chamber of Commerce andpresented new entries and innovationsin the framework of a Robotica Week,Italy’s first week dedicated to the worldof robotics. With partners like the"Leonardo da Vinci" Museum ofScience and Technology, Milanbecame the capital of robotics with afull programme of events dedicated toindustry and culture. According to Marco Pinetti, President ofArtenergy Publishing and fair organizer:"Robotica is characterized by the leit-motif of innovation, which represents anopportunity to create the essential con-ditions to favour an economic come-back. The exhibition is a unique occa-sion to find out about and be updatedon the potentials of the robotic tech-nologies. It's an event that looks to thefuture, but has numerous applicationsright now".

POWERFUL AND ACCURATEAt Robotica 2012, the Powerball con-cept from Schunk took a further step for-ward: with the fifth-generation of light-weight arms, the company presented aparticularly compact and flexible aid forstationary and mobile applications inservice robotics and industrial handling.The powerful lightweight module fea-

tures a weight/payload ratio of 2:1 and isone of the most high-power lightweightarms in the world. At a dead weight of 12kg, it can dynamically handle loads of upto 6 kg, and has a gripping radius ofmore than 700 mm. Its excellent repeataccuracy of 0.06 mm provides for highprocess stability for demanding measur-ing and testing tasks. Teaching andinstruction is made easy by means of ahand-held control panel with a touch-screen display. 24 V DC supply voltageenables mobile use as well as use atdiverse locations.

INTRODUCING ICUBiCub is the android robot created by theItalian Institute of Technology (IIT), aFoundation based in Genua and estab-lished in 2003 with the aim to promoteItaly's technological development andadvanced education, consistent withnational policies for scientific and tech-nological development, thus strengthen-

ing the national production system. Therobot, one-meter high and the size of afour-year-old child weighing about 25kilos, has an interesting expressive abili-ty, thought of to create natural communi-cation with man. It also has "skin" thatenables it to interact safely with peopleand with surroundings, reproducing thesense of touch. Above all, iCub is able tolearn from human behaviour, reachingcognitive capacities similar to those of achild. It can, for example, recognize anddistinguish the shape of objects, touchthem and pick them up. These extraordi-nary results have been obtained thanksto a qualified group of researchers of theItalian Institute of Technology, which isinvolved in its cognitive and technologi-cal development. The 2012 edition of Robotica alsoincluded a series of workshops and con-ferences with the participation of quali-fied representatives from the research,university and industrial worlds. Amongthe interesting topics of this year: how tooperate in hostile environments thanksto robots, techno-ethic and the cyborgissue, medical robots and robots forassistance to disabled people, the expe-rience of an exoskeleton in Italy, robot-ics and design face to face, brain com-puter interfaces and control of roboticmechanism.

SPECIAL REPORTREVIEW


ROBOTICA MAKES MILAN BECOMETHE CAPITAL OF ROBOTICS

Android robot iCub,special testimonialof the fair

Marco Pinetti, President of ArtenergyPublishing and organizer of Robotica

RNew generation lightweight arm. Powerball fromSchunk


039_SPECIAL_Robotica_def:prova1 09/11/12 12:00 Pagina 39

he figures for CERSAIE confirmthe show’s status as the key inter-national event for the ceramic tileand bathroom furnishings sectors;

during the event, held in September 2012,around 1,000 exhibitors presented theirproducts to 75,563 visitors in Bologna.Creativity and innovation should be at theheart of the companies’ philosophy. Thisincludes designers who promote forwardthinking on bathrooms and develop inno-vative ideas for even greater bathroomenjoyment, showering comfort and well-being for customers. Companies have tofind a balance between function, innova-tion and development. Constant techno-logical research, investment in design

and a focus on forecasting new trendsare fundamental elements to establishbathroom furnishing brands internation-ally, despite the difficulties the sector isstill experiencing.

Amongst the most innovative firms pre-senting their products at CERSAIE,Ceramiche Mutina is noteworthy for itscapacity to move forward the theme ofceramic broadening its horizons. Thanksto the “Phenomenon” collectiondesigned by Tokujin Yoshioka, the com-pany intended to incorporate the naturalphenomenon and the laws of nature intothe idea of design; expressing the ideathat the textures of material derived from

the nature, while the “Azulej”, the newtiles collection designed by PatriciaUrquiola, reminds of the ancient hand-crafted majolica, made of hydrauliccement. This is a strong review of thepatchwork composition: an innovativemix and patch, deliberately random,which combines abstract patterns andsubtle neutral colors. The colors arefixed on the material in an irregular andnatural way, seeping on the edges as ina handcrafted process.

The new series of sinks signed byCeramiche Scarabeo and designed byArchitect Talocci stands out for itsshapes referring to the theme of thebucket. “The object symbol of the gameand lightness” says Giampaolo Calisti,chief executive officer of ScarabeoCeramiche, “is transformed in furnishingfor the bathroom, giving to the collectiona playful and essential look”. The fresh-ness of this new proposal is very appre-ciated by the market as well as the ideato make the handle of the bucketbecome a towel holder. The sinks“Bucket” could be in total white, toemphasize the shapes, or characterizedby ironic patterns as the fish jumping outof water, or evocative decorations, as thelace that decorates the board or theswallows on the wire, or simply geomet-ric drawings.



by Sara Maddaloni CSIL

Ceramiche Mutina:“Azulej collection”designed by PatriciaUrquiola

T


Scarabeo Ceramiche:“Bucketcollection”

designed byGiovannaTalocci

BATHROOM INNOVATION ON SHOW AT CERSAIE



Gruppo Del Conca has invested onResearch & Development, about 2% ofits total sales. After two years of work inthe laboratories, the firm has presented amajor innovation, “Del Conca Fast”, a dryinstallation system for ceramic floors thatrequires no adhesives or grouts, a patent-ed process for projects that requirespeed and extreme cleanliness. This rev-olutionary system allows ceramic tiles tobe laid without connection spacing tocreate a continuous surface without jointsand, standing up to humidity, is ideal forbathrooms as well. Recalls the natural appeal of marble, the“Supernatural” collection carried out byFap Ceramiche, thanks to a sophisticat-ed industrial process reproduces thenatural grain of the marble. Supernaturalis also the bearer of important news: theporcelain stoneware floor tiles are notonly ideal for bathroom floors, they areperfect throughout the home and forcontract applications, thanks to the fin-ishes and the giant sizes that at themoment are very fashionable. As for theKerlite of Cotto d'Este, which is able torestore in just 3mm thick an impressivevariety of stones and marbles, the realis-tic effect is ensured by the particulartechnique of digital graphics, able to pro-duce differential effects on maxi plates.



FOCUS ON MOSAICMosaic used to be considered a niche product reserved to affluent con-sumers of the top-end market. Over the last 20 years it has seen anunprecedented development that only the recent crisis of the construc-tion sector seems to have temporarily stopped. Almost all manufacturersspecializing in the production of floor and wall ceramic or porcelain tilepresented at Cersaie its mosaic collection to match to different kinds offloors for special decorations or as covering for portions of the bathroom(usually the shower). Major manufacturers of decorative mosaics, espe-cially those specialized in the production with only one material, as glassor natural stone, despite dealing with a such a traditional product, pro-ved to be particularly oriented to innovation, to make their collectionsdistinctive and fascinate consumers and retailers.Bisazza proposed original and versatile mosaics suitable to satisfy alltastes. Four main collections were presented at CERSAIE, each with par-ticular colors, materials and shapes. “Bricks” is a collection that comesin eleven colors, with the installation of blocks that can be assembled ina traditional way or out of phase creating an original shape sorter.“Opera 25” is a fine collection of glass hand made mosaics, while“Shift” and “Varitaions” are two collections where pieces are assembledstaggered in order to generate artistic decorations.

Decisive change of direction for SICIS, passing from pop interpretationof the mosaic to a revision of ancient mosaic techniques based on thepreciousness of marble. Even Appiani bets everything on mosaic, tran-sforming tile elements into an instrument of customization through thedecomposition of any image in pixels.Trend, in an attempt to pursue its business goals without interfering withthe eco-system, have taken on concrete shape in a series of major pro-duct breakthroughs which resulted in the development of the “Feelmosaic” and ”Touch agglomerate” collections: the first lines to be crea-

ted using recycled glass, in percentages thatcurrently reach 78% of material from post-consumption re-use.The collection “Décor” of Mosaico + repro-duces a decorating project that investigatesand interprets the ancient art of engravingmother-of-pearl of the Han dynasty and theentire Ming dynasty. In collaboration with theDesigner Dal Bianco, the creations ofMosaico + emphasize the aesthetic potentialof the Decorations made of square glasschips with iridescent finish.

Ceramiche Del Conca:“Fast” flooring system

Bisazza Mosaico: “Bricks Collection”


aking advantages from a ten-yearexperience in the lighting field,Minitallux, an Italian family com-pany founded in 1970 in

Brembate/Bergamo, has increasinglyoriented its activity towards the produc-tion of indoor lighting fixtures with astrong design content.Nowadays, the company is involved inthe national and international marketthrough a network of specialized retailersand partner agents in Italy and abroad.Innovation, design and technologyinspire the creation of new, flexible andversatile products, ranging from classicto modern.ICONE was launched in 2007 as aMinitallux brand addressing the top-endmarket of demanding consumers atten-tive to innovative design and carefulchoice of materials. ICONE furnishinglamps, designed by Marco Pagnoncelli,contribute to create a landscape of lightboth for residential and contract spaceslike hotels, restaurants and cultural ven-ues such as museums and theatres inItaly and worldwide. The creative idea ofICONE proposes essentiality instead ofornaments, aiming to mix formal choicesand functionality. Quality, attention todetail in every finishing, illuminating engi-neering competence and a cutting-edgetechnology are in the forefront.

One of ICONE’s top creations Saggina(Sorghum used for broomsticks inancient times), tells of memories of anold time with an innovative and futuristic

concept, being an adaptable, diffused-light swing lamp, produced with copperthreads and with bright chrome steel,copper and brushed gold in the finishing,available white and black. The shapegiven to copper threads customizes thelamp. Among the latest ICONE creations,Spillo (PIN) is a trait d’union betweendirect and indirect light, with emotionalformal patterns drawing spaces in thename of contemporary style. Essentialand highly versatile, Spillo is available indifferent versions: for walls, built-in direc-tional ceiling beam; round-based forspring application and directional beam;with two directional beams; built-in 3 or 5directional ceiling beams; close-to-wallwall and ceiling beams; 2,3,5 directional

ceiling beams realized in 7x7 mm-sec-tion wiredrawn brass. Directional beamsare realized in 7x7mm-section wire-drawn brass. Lamps are available in dif-ferent measures and powers. Lighting isguaranteed by a highly effective LEDmicroline. Finishing colours: varnishedwhite, varnished black, chrome andgold.Slim is not simply a single product, but alighting system offering a wide range ofversions, also in modules, which canperfectly fit in every context. Ceiling orswing lamp with a 2mm steel diffuserbody hosting 220 V LED, which does notneed power pack. In the swing version, the ceiling rose isavailable in the luminous versions withGU10 max 50 Watt bulbs, which can beseparately turned on. In the ceiling ver-sion, the lamp is attached using mag-nets. Slim is also available in swing andceiling versions with thin steel body.Finishing colours: varnished white,black, grey, moka, and gold leaf.

SPECIAL REPORTLIGHTING


ICONE. A NEW LIGHT IN TOWN by Paola Govoni

Saggina. Ceilingversion

Saggina. A phase ofproduction

T


Versatile Spillo lamps


09-12 Jan heimtextil Frankfurt Germany12-15 Jan DOMOTEX Hannover Germany14-20 Jan imm Int. Furnishings Show Cologne Germany14-20 Jan Living Kitchen Int. Kitchen Show Cologne Germany17-20 Jan ZOW Istanbul Turkey18-22 Jan MEUBLE PARIS Paris France18-22 Jan Maison & Objet Paris France20-23 Jan INTERIORS Birmingham UK31 Jan-03 Feb Delhi Wood New Delhi India05-09 Feb Stockholm Int. Furniture Fair Stockholm Sweden05-09 Feb Northern Light Fair Stockholm Sweden13-16 Feb Happy Business to You Pordenone Italy15-19 Feb Ambiente Frankfurt Germany18-21 Feb ZOW Bad Salzuflen Germany20-23 Feb Interior Mebel Kiev Ukraine22-24 Feb Prago Interior Living Fair Prague Czech R.23-26 Feb RHEX Rimini Horeca Expo Rimini Italy05-08 Mar Meble Polska, Home Decor Poznan Poland05-09 Mar MIFF Malaysian Int Furniture Fair Kuala Lumpur Malaysia09-12 Mar IFFS Int. Furniture Fair Singapore Singapore11-13 Mar LIGHT Warsaw Poland11-14 Mar VIFA Vietnam Int Furniture Fair Ho Chi Minh City Vietnam12-16 Mar ISH Frankfurt Germany13-16 Mar KIFF Kiev Int. Furniture Fair Kiev Ukraine13-17 Mar TIFF Thailand Int. Furniture Fair Bangkok Thailand14-17 Mar CEBU next Cebu Philippines14-17 Mar Legno & Edilizia Verona Italy14-17 Mar Lighttech Istanbul Turkey18-22 Mar FIMMA Brasil Bento Gonçalves Brazil27-30 Mar CIFF-Office Show Guangzhou China27-30 Mar interzum guangzhou Guangzhou China

09-11 Apr Dubai WoodShow Dubai UAE09-14 Apr iSaloni – Int. Furniture Fair Milano Italy09-14 Apr Int. Furnishing Accessories Fair Milano Italy09-14 Apr Euroluce, Int. Lighting Fair Milano Italy09-14 Apr SaloneUfficio, Int. Workspace Fair Milano Italy10-13 Apr BWS Salzburg Austria16-19 Apr FURNICA - DREMA Poznan Poland20-25 Apr High Point Market – Spring High Point USA06-10 May LIGNA Hannover Germany07-09 May Proposte Cernobbio Italy13-16 May interzum Cologne Germany13-16 May EEM EuroExpoFurniture Moscow Russia21-25 May Rooms Moscow Moscow Russia28-31 May Kitchen & Bath China Shanghai China09-12 Jun Guangzhou Int Lighting Exhibition Guangzhou China02-06 Jul FITECMA Buenos Aires Argentina24-27 Jul AWFS Vegas Las Vegas, Nevada USA06-09 Aug Brasil Mòveis Sao Paulo Brazil13-16 Aug Casa Brasil Bento Goncalves Brazil10-14 Sept BIEL Light + Building Buenos Aires Argentina11-15 Sept FURNITURE CHINA + FMC CHINAShanghai China25-27 Sept Interior Lifestyle China Shanghai China02-05 Oct MADE expo Milano Italy05-09 Oct Wood Processing Machinery Istanbul Turkey

+ Intermob - Furniture Fair15-18 Oct SICAM Pordenone Italy18-22 Oct HOST Milan Italy19-24 Oct High Point Market – Fall High Point USA22-25 Oct WOODtec Brno Czech R.06-09 Nov Interlight Moscow Russia

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CONCEPT & CONTENTS World Furniture is a quarterly review of eco-nomic information and market analysis published by CSIL, Centre forIndustrial Studies, based in Milan. The magazine is issued in Englishand offers contributions on international furniture and furnishing mar-kets, case studies, R & D, business trade, country profiles, competiti-ve systems, interviews, international events, fairs and exhibitions.

SPECIAL REPORTS AND FOCUS Each issue contains a SpecialReport and a Focus offering in-depth analyses of main productive andtrade segments with their markets of reference, trends and perspecti-ves on the global competitive scenario.

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CIRCULATION Each issue is circulated to a qualified target of opera-tors selected from CSIL’s database containing sectors’ manufacturersand suppliers in 70 world leading producing, exporting and consu-ming countries. The magazine is also distributed at major internationalsector fairs. Online issue at: www.worldfurnitureonline.com

EDITORIAL PROGRAMME, YEAR 15:WORLD FURNITURE 57/MARCH 2013•WORLD FURNITURE 58/JUNE 2013•WORLD FURNITURE 59/SEPTEMBER 2013•WORLD FURNITURE 60/DECEMBER 2013•

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