FLOS Announces Curators of Product Strategy and Design

0

Bovezzo (Brescia) – FLOS, one of the leading manufacturers of high-end design lighting for the residential and professional sectors, is pleased to announce the appointment of the Milanese architect duo Calvi Brambilla (Fabio Calvi and Paolo Brambilla) in as Design Curators.

This decision is part of the strategic program of reorganization and development of the company, drawn up and implemented by Roberta Silva, just a few months after joining Flos as Chief Executive Officer. The company is an essential part of Design Holding, the leading international group in the high-end interior design sector created in November 2018 by Investindustrial and The Carlyle Group, also composed of B&B Italia, Louis Poulsen and Arclinea, as well as their respective subsidiaries.

After an in-depth analysis of the sector and the company, the CEO has put in place a growth plan which adopts a very innovative managerial approach while fully respecting the heritage and the distinctive identity of the brand, a strength which has always been rooted in design culture and creative state of the art.

This is the first time in the history of Flos that the company has external product design curators and the concept is very different from that of artistic director. The intention is to work closely, continuously and comprehensively on product development, with the aim of strengthening the product line, stimulating cross-departmental synergy and accelerating development. This role will ensure continuity with the past in terms of attention to the creative phase behind the idea, while ensuring a better structured and more efficient product development process for each of the brand’s four collections: Flos Home, Flos Architectural , Flos Outdoor and Flos Bespoke, the latter now being 100% owned by Flos. This change will allow Flos to reach the market with a faster and more streamlined production cycle and with a truly integrated vision of lighting products for all applications, indoor and outdoor, thus strengthening its competitive strength.

Fabio Calvi and Paolo Brambilla together have a total of twenty years of collaboration with Flos, from the design of countless special installations for corporate events and new product launches, to the planning of very prestigious stands and the architecture displays, including Soft Walls – best stand winner at Salone del Mobile 2017 and finalist in the 2018 ADI Design Index – at the recent refurbishment of Flos’ historic Milanese flagship store in Corso Monforte. This experience gave them insider knowledge of the brand’s philosophy and collections, hands-on experience of its evolution, and a chance to gain insight into the extraordinary relationship that Flos has with the greatest creative talents on the international design scene.

Flos’ partnership with its designers is ongoing and the appointment of Calvi Brambilla has been universally welcomed, with work already underway. As external and cross-functional personalities, rather than product designers for the brand, Calvi Brambilla can guarantee a passionate but objective working method that promotes the delicate balance of Flos’ relationship with designers.

This new role will see Fabio and Paolo working closely with the four Research and Development teams across the collections: the R&D division of the decorative lighting factory in Bovezzo (Brescia); the R&D team at the Flos Architectural factory in Valencia, Spain; the R&D division of Flos Outdoor based in Bernareggio (Monza e Brianza); and finally the Flos Bespoke team in Collebeato (Brescia). They will also work alongside CEO Roberta Silva and Head of International Marketing and Chief Digital Officer Barbara Corti, together forming a Steering Committee which is almost a tribute to the historical model of the Image Committee set up when Flos was created in the sixties.

Roberta Silva, CEO of Flos, said: “There are huge changes underway in the home design and lighting industry. These challenges represent a huge potential opportunity for Flos, given what our key stakeholders increasingly demand from us and the experiences that pioneering companies have already had in other sectors. To guide Flos successfully, we must evolve in the direction taken by the company, by preserving a strong anchoring in its values ​​and its DNA, but also by innovating strategies and market approaches. The innovations that I put in place with my team will notably go through better coordination between the four collections of the company and an innovation that preserves the cultural and cutting-edge strength of the past, together with the exciting creativity of our marvelous creators, in a approach that is more versatile and efficient. It is a great pleasure for me to welcome two architects as passionate about design as Fabio and Paolo to the Flos family in the innovative role of Design Curators. Their great design culture, combined with a solid background of skills, professionalism and critical thinking, perfectly matches the qualities we were looking for for this position.”

Fabio Calvi and Paolo Brambilla commented: “Flos is a brand that has always transformed pioneering and conceptual innovation into an element of differentiation and uniqueness. We are honored by the trust Roberta has placed in us and we are ready to take on the challenge in this exciting challenge. We like to imagine Flos as an art gallery and ourselves as its curators, where works of art are represented by poetic creations of light and artists by the great designers who conceived them.

Contact:

Floss

Donatella Matteoni – PR & Communication Manager

E-mail:

[email protected]

Website:

www.flos.com

Share.

Comments are closed.