Page 30 - February 2020

To continue developing new products and initiatives to
GIORGETTI ATELIER Milan, Italy Exclusive
and Atypical
Uniqueness
The tradition of Giorgetti goes back more than 121 years to when it began life in Brianza
and today it still forges ahead with innovation in its field. Here, RLI sits down with company
CEO Giovanni del Vecchio to discuss how far the brand has come and what the future holds.
“Our design ethos is based on exclusivity and
atypical uniqueness. Each piece contributes
towards defining space, becoming part of a
complex, harmonious and extraordinary whole”
stay at the cutting edge, collaborations with architects and
designers are crucial as they give Giorgetti the chance to create
functional, contemporary pieces with an unmistakeable style
which integrates the highest artisanship with woodworking
tradition, a long-time characteristic of the company.
Mr del Vecchio feels that luxury brands need to be constantly
competitive in a world where online and offline can no longer
ignore one another, saying that Giorgetti has embraced the
social media opportunity in stages, and today is on Facebook,
Instagram, LinkedIn, Pinterest, WeChat and YouTube.
“Digitisation is the only way to deal with the future. The
furniture business is not yet comparable to fashion, we still need
to be stronger and grow every day. It has also been embraced GIORGETTI ATELIER
at communication level by imagining our institutional digital
pages as new windows opportunities to explain, very often
through unconventional stories, the many inner, often hidden
and values of our brand DNA,” he explains. Milan, Italy
The goal of Giorgetti is to create timeless products that
can fit in the contemporary style as well as in the future.
They are always researching the details that can make the
difference and make a piece of furniture unique.
continues its relentless search for aesthetical innovation,
With more than 121 years of history, the company
combining new technologies and craftsmanship. It is because
of this that its products are appreciated all over the world
and, according to del Vecchio, a key reason behind the
businesses’ success over such a long period of time.
From design to production, Giorgetti takes pride in
the fact that its creative and productive processes are
exclusively Italian, so they can use the brand phrase ‘Made
and manufactured in Italy’. This allows the entire production
process to be checked with respect for the environment as
well as guaranteeing the creation of long-lasting furniture.
“Our design ethos is based on exclusivity and atypical
uniqueness. Each piece contributes towards defining space,
he products that are designed and produced by becoming part of a complex, harmonious and extraordinary
Giorgetti are the perfect example of pieces made whole. The company is working more and more on articulate
and manufactured in Italy. Starting from design,
and complete 360-degree architectural projects, from the
T creativity and style, up to the actual production, kitchen, the heart of every house, to the outdoor collection,
the entire process is entirely made in Italy by highly qualified not forgetting the objects from the Atmosphere Collection
that complete every interior environment,” says del Vecchio.
personnel having great skills in the furniture sector.
Giorgetti products are functional and made of long-lasting “Giorgetti therefore presents a contract service with the aim
quality materials and are made with eco-friendly efficient to create ambience away from their insignificance and endow
technologies, surpassing standard products and guaranteeing them with refinement and elegance. They are projects studied
a high level of customisation. ad hoc, that can give a strong design mark to environments of
Today the company operates in 115 countries with 361 points hotels, restaurants and exhibition spaces,” del Vecchio continues.
of sale. These include six ateliers that are situated in Milan, Rome, Looking ahead, the challenge facing the business is
Antwerp, Singapore, Jakarta and Mumbai and 17 monobrand to combine the irreplaceable work of man with high
stores located in Milan, Paris, Koln, London, Kiev, Boston, technology, creativity and digitisation, not only in the social
Houston, Mexico City, New Delhi, Beijing, Foshan, Guangzhou, media realm, but in all the digital areas including strategic
Ho Chi Minh, Nanjing, Hong Kong, Moscow and Johannesburg. reach and customer experience, e-commerce, cross-channel
In the last two years the brand has consolidated its growth experiences and augmented reality.
strategy through the 100 per cent acquisition of Battaglia, “Describing the essence of a brand that is 121 years old
a specialist design firm for luxury hotels, fashion retail, is not easy,” del Vecchio explains. “I hope these answers have
private residences and super-yachts. Sharing the Made in gone someway to explaining this and the key values of the
Italy production belief, they are preparing to become the company as we continue to move forward.”
international benchmark for great interior design projects.
After the recent openings of stores in Paris, Boston, Beijing,
Hong Kong and Kiev, the company is particularly proud to
enlarge its portfolio with its future London opening.
“Our vision of creating unique and sartorial articulated
architectural projects for our customers, needed a proper
window in the British capital which represents a point of
reference for residential and hospitality projects worldwide,”
explains Giovanni del Vecchio, CEO of Giorgetti. “The London
store will not only host our beautiful products renowned all over
the world for their quality and timeless aesthetic, but it will also be
the window for an impressive selection of materials and technical
solutions able to satisfy any bespoke needs of our customers.” GIORGETTI STORE
Hong Kong
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