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display Poste Italiane s.p.a.

Spedizione in Abbonamento Postale – 70% - LO/MI 15 euro (4 numeri)

ITALIA

SPECIAL EDITION FOR ITALIAN COMPANIES IN EUROSHOP - DüSSELDORF MARCH 2017

èMagazine

Review of the Italian producers Eurodisplay Design in Progress and Cefla present Visual Trays Let inspiration flow

POP POS MATERIALS Shopfitting pop in shop Papermaking design

RAW MATERIALS VISUAL MERCHANDISING DIGITAL SIGNAGE RETAIL & MASS MARKET

HALL 14

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LA CITTÀ

VISIBILE 12/14

OT �TO B R E � O C TO B E R

2017 PA D / H A L L

8/1�

29a Mostra Convegno Internazionale di Comunicazione Visiva

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29th International Trade Fair and Conference on Visual Communication

www.viscomitalia.it

/ THE VISUAL CITY

COVER PHOTO:

EDITORIAL

VISUAL TRAYS

Marco Oltrona Visconti

ITALIAN DISPLAYS ARE AT EUROSHOP 2017!

Since 2010 our magazine has offered journalistic content on activities connected to the Italian sector of display and distribution marketing (marketing at retail). The editorial story is always told through the interaction between trade marketing managers of the brand industry and specialist-producers of communication tools for retail outlets, which our medium brings together.

Thanks to several partners such as EURODISPLAY Design In Progress, CEFLA, TECNOSTYL and LARGE FORMAT, today our publication is distributed in a special guise here at Euroshop 2017, the most important international trade fair of our sector.

Over 100,000 visitors are expected at this event and the Italian presence will be sizable thanks to approximately 200 exhibitors – and this is without counting the numerous Italian professionals coming to do business.

In this special issue we highlight some of the capabilities and characteristics of several companies that support this same initiative and which, above all, exemplify the many skilled businesses in our country. Companies with all the credentials for offering a snapshot of the “made in Italy” brand, even at this great event, which also targets overseas customers who are sure to be present in great numbers.

Generally we talk about trade marketing operations and in-store communication of the brand industry.

On the one hand we target trade marketing managers, detailing the new developments from in-store communication specialists, including: use of long and short term displays, window dressing, visual merchandising, digital signage, shop fittings and retail design, as well as store design, logistics and distribution marketing and, no less important, the science of materials in terms of research into the “raw materials” required for manufacturing display and communication structures.

On the other hand, we target in-store communication specialists, supporting their activities and providing them with material on- and off-line.

In this issue, in addition to the cover story, which describes the capabilities and details the stories of two companies that are making retail history (Cefla and Eurodisplay), we also feature an article on Sergio Monsorno, which explains the methods of display positioning in the Italian mass market sector, in both contractual and logistic terms; we also feature another article on communication materials (POP, corner and Shop in Shop displays) positioned in the duty free shop in the boarding area of Terminal 3 of Rome’s Fiumicino Airport.

Among other things in Italy, in Milan we organise the DIVA (Display Italia Viscom Award) awards and the ElLEMENTARIA exhibition dedicated to producers of raw materials and to the development of prototypes.

Follow us on www.displaymagazine. it and Facebook.

Enjoy reading and have a great trade fair!

Marco Oltrona Visconti

Director of éMagazine ATI and Display Italia

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24preview Spring2017 SUMMARY 3

EDITORIAL Italian Display are at Euroshop 2017

Marco Oltrona Visconti

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POP NEWS Omron, Prealpi, Litoart

by the editorial staff

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POP NEWS Cefla and Eurodisplay Design in Progress togheter for innovation

by the editorial staff

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PRODUCERS Tecnostyl, tradition in Plexiglas

Michele De Gennaro

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PRODUCERS Eurmoma from sheeting to POP

Michele De Gennaro

PRODUCERS Isonova specialized in two lines: laminil and ledopack

Barnaba Barattieri

PRODUCERS Fronteretro digital technology for permanent and temporary displays

Michele De Gennaro

LARGE FORMAT BY TRIMLINE New look for store

Michele De Gennaro

PRODUCERS 2MILA appearance, flexibility and safety

by the editorial staff

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SECURITY Superclou the anti-theft device

by the editorial staff

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MASS MARKET The importance of POP

Sergio Monsorno

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PRODUCERS Duraframe, trasparent frame to display; applied without adhesive

Barnaba Barattieri

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SHOP IN SHOP Duty free corner in Airport

by Lagardere

Marco Oltrona Visconti

18 20 22 24

display

ITALIA

BECAUSE YOUR GOALS ARE OUR JOB PROMOTIONS & SALES OUTSOURCING

NUMBER 24 PREVIEW SPRING 2017 | • Euroshop Düsseldorf march 2017 •

Poste Italiane s.p.a. Spedizione in Abbonamento Postale – 70% - LO/MI abbonamento: 15 euro anno (4 numeri)

èMagazine

IN &OUTDOOR EVENTS

èMagazine Ati www.displaymagazine.it numero di ROC 20639

MERCHANDISING & BUSINESS INTELLIGENCE

20129 - Milano - Italy via Ippolito Pindemonte 2 H/O: via Lambro, 4 telefono +39 02 56568097 amministrazione@displaymagazine.it

Editor in Chief

Marco Oltrona Visconti 340 3142015 - marco@tinteunite.it

Newsroom Coordinator

Barnaba Barattieri 3450101366 - barnababarattieri@yahoo.it

Art Director

Alvise Oltrona Visconti 333 6498830 - aov@tinteunite.it http://alvise.oltronavisconti.it

Graphic design and copyright: Alvise e Marco Oltrona Visconti

Printing

Editoria Grafica Colombo www.edgcolombo.it info@edgcolombo.it/

Mailing services Nuova EffeA www.nuovaeffea.it/

Contributors:

“You need a reliable partner to organize your promotional events, to manage your merchandising and business intelligence activities and to outsource your sales force.

C2C is the Italian field marketing agency that keeps its promises. A team of professionals who plan and organize with you and for you.

Because your goals are our job.”

Andrea Tempesta (Eurodisplay DP) Barnaba Barattieri Michele De Gennaro Sergio Monsorno (C2C) Pino Saggiomo

Head of marketing

Gabriella Cosso 348 7321532 - 02 4691292 gabriellacosso13@gmail.com

Advertising

marketing@displaymagazine.it C2C S.r.l. Piazza IV Novembre 5 - 20124 Milano - T. +39 02 444 111 F. +39 02 668 073 43 - Email: c2c@close2consumer.com www.close2consumer.com

Translation

Juliet Halewood Comana Aminda Leigh (AMROS Media Solutions)

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FROM store creation

Cefla Shopfitting deals with the development of store concepts, adapting them to the needs of each individual retailer.

The goal is to create a modern, dynamic design that integrates with cutting-edge digital technology to ensure the final customer enjoys nothing less than an excellent shopping experience. ceflashopfitting.com cefla.com

SHOPFITTING

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TO standing ovation

HALL 14

Follow us on: @wearecefla

in the spot light

NEWS by the editorial staff

OMRON AND

POP NEWS

THE FUTURE OF SIGNAGE

Omron Electronic Components Europe has presented an innovative technology for projecting images into space. Aerial Imaging displays images that seem to float in the air, which are suitable for applications such as directional signs inside shopping centres, airport terminals and train stations, and in many other places.

Omron has used its light directivity and micro-fabrication technology already implemented in LCD displays and backlighting to allow images to be projected into empty space with just one sheet of plate and a single LED. The sheets are transparent, so are unobtrusive, thin and light for attaching to glass and other surfaces.

For the moment Omron is supporting 2D and 3D images with SPD technology.

CARDBOARD DIAMOND FRECCIAROSSA

USES 10,000 A MONTH

Processing a rough diamond to give it its classic shape is the work of expert artisans, even more so if the diamond shape is made of cardboard. For this reason the paper converting company Litoart has decided to register its processing method.

The process that led to the registration of this display material (see photo) began last year after the cosmetics company Gil CagnĂŠ requested the production of 400 examples as a support for its product testers (lipsticks, mascara, foundation, etc.) to be positioned in the main Italian perfumery shops.

Made of folding cardboard which is metalised in silver and coated with matt plastic, this particular countertop display has a base of approximately 25X30 cm.

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The Itinere division of Gemeaz-Elior, which manages the catering services for Trenitalia, has entrusted Prealpi with the production of a cardboard tray or food pack to be used for consuming light but complete meals on board Frecciarossa, Frecciargento and Frecciabianca trains. Resistant to stress, it can be gripped easily and, once loaded with food, can be taken to the seat for consuming at the table or even standing, and is suitable for all areas and spaces inside the train. Made of recycled and recyclable cardboard, it is foldable product that is assembled only when used: a winning solution as the tray needs to adapt to cramped places, even before use. Formed by a single component, it is quickly assembled to reduce waiting times. On average, 10,000 a month are used.

What is Visual Trays?

BEFORE

Visual Trays is a marketing space designed by Eurodisplay Design in Progress with moving HD video images that directly draw the attention of consumers to the products displayed on the shelf below.

Visual Trays does not take up any shelving space and the products displayed can be selected easily.

AFTER

The Visual Trays projects has emerged as an extreme and innovative opportunity to market products on shelving, whether separately from or in perfect unison with all basic components, including modular shelving, shelf separators and labels of various sizes.

It is comprised of a connected series of mini monitors which play pre-uploaded video content.

It is a plug and play device, meaning no installation is necessary, only an electrical outlet.

In addition, the system is set up to automatically restart if the power supply fails or if it is turned off unexpectedly, avoiding the need to call out an engineer to turn it on again. Visual Trays cannot be battery-powered.

IDEAL for promoting the launch of new products and new brands.

PROVIDES CLEAR AND EFFECTIVE INFORMATION TO THE CONSUMER

FUNDAMENTAL for reminding consumers of the importance of quality products.

INCREASES TIME SPENT AT THE SHELF

ESSENTIAL for highlighting ongoing offers at the point of sale.

INNOVATIVE

DIRECTS PURCHASES

CREATES CONTINUITY WITH OTHER MEDIA USED BY BRANDS

in its ability to dynamically enliven a department.

Eurodisplay Design in Progress

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Cefla’s Smart Shelving System with Eurodisplay’s Design in Progress Visual Trays appears at Euroshop 2017.

The Smart Shelving System’s potential for incorporating video systems through the innovative electrification of its shelves will be on show at the triennial Düsseldorf fair

At its stand (A01 - A02, Hall 14) at Euroshop 2017, the world’s biggest Retail fair, to be held in Düsseldorf from 5 to 9 March, Cefla Shopfitting will be presenting Visual Trays, an innovative display bar which can be loaded with video contents (such as advertising campaigns or TV commercials) for playing to consumers right by the shelves. In the space assigned to the Smart Shelving System – the award-winning Cefla display system which enables retailers to dialogue with their customers by means of a network of beacon transmitters powered by a system integrated in the structure – visitors will be able to view a functioning example of Visual Trays, an original idea by Eurodisplay Design in Progress, a Rome-based company which specialises in the design and production of store and P.o.P. materials.

“The idea for Visual Trays came to me at a soccer match,” Eurodisplay Design in Progress architect Andrea Tempesta explains. “Looking at the LEDwalls around the pitch, I began to wonder what impact a technology of this kind could have in a store, actually implementing the ‘Third Screen’ concept put forward by the big multinationals.

With Visual Trays, customers encounter the message at three different times during their customer experience: they see it on TV or roadside billboards, they receive it in advertising videos on their smartphones, and, finally, they also see it in the point of sale, which is the ‘final furlong’ of any advertising campaign. Our idea of covering this final phase was made possible thanks to our partnership with Cefla and the integration of our Visual Trays bars into the Smart Shelving System, which provides a simple way of delivering the electrical power needed for the display to operate, multiplying its potentials”.

Eurodisplay Design in Progress

Arc. Andrea Tempesta Eurodisplay Design in Progress

Giancarlo Bonzi Cefla Shopfitting Research & Development Manager

“The modular dimensions of the Visual Trays screens, and their need for electrical power to operate, create an ideal synergy with all basic shelving components in the Cefla catalogue, including shelves, dividers and front panels of various shapes,” explains Giancarlo Bonzi, Cefla Shopfitting Research & Development Manager.

“Visual Trays adds a new dimension to our idea of the point of sale of the future. The display potentials of the Smart Shelving System, which allow proximity contacts with mobile devices such as tablets and smartphones, are extended by the fact that the display installed on the shelf is clearly visible from different points within the store. The Visual Trays screens are high-definition, ensuring that the images are clearly visible and attractive even when the consumer is about to take the product off the shelf to purchase it, creating a kind of ideal purchasing path”.

Thanks to the dual communications channel now provided by the Smart Shelving System (proximity marketing on the one hand and ‘Third Screen’ on the other), marketing managers have the opportunity of telling a story and conveying the product’s emotional message right up to the moment when the customer is near to the article itself, consolidating the advertising campaign.

HALL 14

PRODUCERS Michele de Gennaro

Tecnostyl, tradition in Plexiglass THE COMPANY’S EXCELLENT DESIGN CAPABILITY ENABLES THE MANUFACTURE OF MAINLY PERMANENT DISPLAY SOLUTIONS FOR STORES AND OFFICES, THANKS TO THE INSTALLATION 2 1 C

“A large part of our production is Italian, and we are continuously committed to maintaining the values that have always been our hallmark,” explained Manuel Berlin. “Our customers, both Italian and foreign, are essentially resellers in the sector of visual communication, advertising agencies, estate agencies, travel agencies, stationary shops, office equipment stores, print shops, pharmacies and end customers that need display solutions for shops and offices. By installing an acrylic laser cutting and bending machine, we are now able to make highly personalised products based on customers’ designs or in joint development with them, while ensuring short delivery times. We favour acrylic for our display solutions because it is a versatile and elegant material, which is easy to work and emphasises the message and the products. LED backlit displays are the most requested solutions together with communication/brochure displays in different formats, both counter-top and applied to free-standing displays; this is followed by directional signs, place holders, lectern displays, sign-holder stands, snap-frames and desk items.”

A historic company in the so-called “Plexi” world, Tecnostyl has been operating in domestic and international markets since 1948 when it became known for the production of precision instruments for technical drawing, acquiring a position of absolute leadership in the sector. After its experience in the world of office products, since 2000 the company has focussed on the development and implementation of sophisticated solutions for visual communication, offering displays for products and catalogues and venturing into the world of window displays by developing expertise for LED display solutions.

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Among the solutions created by Tecnostyl for display and communication in stores is a display unit made with a metal base, an extruded plastic structure and a vacuum blow-formed plexiglass container with a half-sphere shape, which is transparent to allow full visibility of the contents. On the top of the product, at eye level, a transparent card holder is applied for inserting the brand name and type of product offered in the container.

The display, which has a diameter of 45 cm and a height of 100 cm, consists of a base, a vertical structure, a container and an accessory for communicating information. The circular base is made of painted steel, while the structure is made of extruded plastic produced in different colours according to samples; internally it contains a stay bar made of galvanised steel which makes it robust and keeps it firmly secured to the ground.

The acrylic half-sphere is considerably thick and is blow-formed in a vacuum, which gives it excellent compactness

3 ��Hall

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INFORMATION SHEET Specialisation: production of LED backlit products for window displays, items for visual communication, products for the office and tools for technical drawing Facility measurements: 1,700 m2 MICOL AND MANUEL BERLIN RESPECTIVELY MARKETING MANAGER AND MANAGING DIRECTOR IN TECNOSTYL and transparency. The communication support, also made of acrylic, is instead transparent to give maximum prominence to the commercial information placed inside, which can be easily replaced for new promotions.

Production capacity: from 50 to 1,000 pieces a day Internet address: - Social pages: www.tecnostyl.it - Facebook, Tecnostyl srl - Linkedin, Tecnostyl s.r.l.

“In 2016,” said Manuel Berlin, “we produced 3,000 pieces of this display for one customer, a pharmacy and parapharmacy business, and thousands more, in different colours and sizes, for other customers. It is a permanent display made of materials that are not subject to particular deterioration and, since they are used inside, can remain at the store for several years without corroding or losing colour or transparency. Tecnostyl’s offer includes various types of halfsphere display units, which can be made of different materials and sizes, and hold different quantities and diameters of containers.

If ordering sufficient quantities, the customer may also choose the colours and, if required, request customisation by tampography, silk screen or laser printing. For modest quantities, instead, we can make a version with transparent tubular structure for customisation using the customers’ material or material supplied by us by inserting paper or printed items inside, which are clearly visible from the outside and make the product totally unique without any added costs.”

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From ������������ ������������ sheeting

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ONE OF THE MOST ACTIVE COMPANIES IN ITALY FOR THE SUPPLY OF ALUMINIUM AND POLYMER SHEETING FOR CREATING COMMUNICATION MATERIALS OFFERS UNIVERS SYSTEM, A LINE OF HIGHLY CUSTOMISABLE, PERMANENT DISPLAY MATERIALS.

With operating headquarters in Rome, Eurmoma offers a large warehouse with goods ready for delivery and a counter service where a team is ready to receive and satisfy every request with professionalism, promptness and competence. A northern headquarters has recently opened in Turate (CO) with Manager Maurizio Sironi, a decision made as a result of Eurmoma’s strategic plan to have an even more widespread and effective presence throughout Italy, and to demonstrate the potential of our products to new customers while focussing at the same time on reinforcing the perception of reliability and competence among existing customers. Maurizio Sironi has a deep understanding of the market of visual communication because of his experience alongside important companies such as Spandex and Hexis, and this is of fundamental importance for bringing maximum added value to Eurmoma.Over the years, the company has expanded its product offering at the same pace as it has improved quality, without ever overlooking variety in its range, which today is one of

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the largest on the market and includes both permanent and temporary POP/ POS display solutions, self-adhesive materials for the requalification of areas and objects and every type of plastic sheet imaginable, of all sizes and thicknesses, ranging from methacrylate Perspex and Simona PVC to polycarbonate, sandwich panels, aluminium composites (with the trademark Eurobond), PET/PETG, polystyrene and much more besides. In other words, it is impossible to leave Eurmoma empty handed, also taking into consideration the company’s vast offer of accessories and tools such as spacers, fixing systems, double-sided adhesive tape and many other products designed to complement semi-processed products and enable in-depth personalisation of items.

Deliveries are made throughout Italy in a maximum of 24 hours, thanks to the services of a transport company for the shipment of goods. Delivery times for overseas shipments are one week maximum, depending on the transport company with whom we have

Information sheet Specialisation : plastic sheets (mainly Perspex methacrylate and Simona PVC), Orafol self-adhesive films, displays for POPs. In general, any support material for visual communication.

Facility measurements: manufacturing facility with 4 Sei Laser machines, 3 Protek milling machines, 1 Selco flat saw, 3 Malcomplast hot bending machines. All CNC. Large warehouse with goods ready for delivery.

Production capacity: not declared Address of operating headquarters and offices: Via salvatore Carnevale 10A, 00043 Ciampino (RM) Address of manufacturing facility: Via del Casale Paoloni 15, 00133 Rome.

Website: www.eurmoma.it (shortly to be completely renewed) Email: info@eurmoma.it – Tel. 067230087 Social networks: www.facebook.com/Eurmoma/ an agreement and on the consignee; the average being 3-4 working days.

A universal system Eurmoma’s jewel in the crown is the Univers System line of displays (soon to receive the Made in Italy certification), which leads us to mention another very important sector for this company, that of aluminium. The permanent Univers System display solutions are the union and merger of various materials that deliver a highly customisable high-end product which is an effective communication tool and compatible with many other accessories offered by Eurmoma.

Beginning with the supporting structure material, which is aluminium, the display is gradually configured by adding, as required, klik-klak frames, brochureholders, shelves and methacrylate Perspex trays, and the more one has the more one adds. All this, for the most part, has no restrictions in terms of size and is truly unlimited in its possibilities for configuration and selection of finishings for every single component from the frame to the single accessory.The wide offering is available from the catalogue, and includes different configurations and standard kits, which according to needs may be a finished product or even a starting point from which to create a totally personalised product in just a few days of work.

Processing can then be carried out on various plastic materials such as Forex, methacrylate, polycarbonate, microcorrugated products, etc.

Services as well as materials Eurmoma is not just about distribution, but also production: thanks to the manufacturing facility situated near to the central headquarters, equipped with the latest CNC machinery for laser cutting, milling and hot bending, it’s child’s play creating items that are perfectly tailored to the customer’s requirements. A processing file is all that is needed, the machine does the rest, manufacturing material that conforms to high quality standards.

It’s worthwhile in this respect saying a few words about the Mercury by Sei Laser, the latest addition to Eurmoma’s machinery inventory, a machine that performs, among other things, rasterising of methacrylate, a processing technique that delivers the perfect media for creating products for the LED lighting market.

This, therefore, connects us to the “electrical” sector, which includes a vast range dedicated to LED lighting, with high quality products that range from transformers and power supplies to modules, LED strips, projectors, LED notice boards, controllers and many other accessories.

Univers System is suitable for any use in any sales point, including restaurants, hotels and trade fairs, given the lightness and strength of the materials used, which also allows repeated assembly and disassembly of parts for easy transport (only a screwdriver is needed to reassemble everything again).

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PRODUCERS

ISONOVA, INSPIRING THROUGH INNOVATION.

Barnaba Barattieri

ALWAYS WITH THE ENVIRONMENT IN MIND

Manufacturer of extruded foam plastic materials, Isonova is specialised in two lines of products: Laminil, polystyrene panels laminated with paper, card or plastic film, and Ledopack, extruded polythene foam panels for protection and industrial packaging, made entirely in

a facility of 16,000 m2 in Volpiano (To).

“These products,” said Laura Schellino, Sales & Marketing Director of Isonova, provide customers with a guarantee of range continuity, control of processing times, stock availability and the possibility of making special products for satisfying specific, non-standard needs.” In 2016 the family-run company, which was founded in 1996, obtained the FSC and PEFC certificates, and last January was certified in accordance with ISO 9001/2015.

Laminil was invented in the early seventies by laminating XPS (extruded polystyrene) with paper, a technology that was taken over by Isonova in 1996.

Composed of a sheet of polystyrene developed for thermal insulation in the building industry (the so-called XPS), XPS has a great resistance to acid &

alkaline agents and to thermal shocks; it is light & recyclable. Laminl’s main characteristics: LIGHTNESS, ELASTIC MEMORY, THERMAL INSULATION. It is robust, but flexible, ideal for decutting, rot-proof, stable and nontocsic.

“Widely used by mass retail channels,”

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said Schellino, “Laminil is a material that is almost essential for the production of signs and rotair, for window dressing and shop fitting. Thanks to the lightness of the material, a simple nylon thread is all that is needed to hang the element in a manner that complies with the safety standards of the store. The shapes remain light, flat and stand the test of time.”

As a result of the experience acquired in producing Laminil, Isonova has developed a panel that is specifically designed as a substrate for latest generation digital printing, known as Isoprint, a product used to create counter displays in the pharmaceutical and cosmetic sectors. Thanks to its lightness and strength and ease of fixing, it allows products to be displayed while keeping them in the desired position, and enables crowners to be shaped thanks to the ease with which the material is cut and to its clean, precise edge.

Isoprint is available in the standard formats of 1400 x 1000 and 1000 x 2000 mm (in platform and/or in box form), in non-standard formats with maximum width of 1200, maximum length of 3000 and a thickness of 3/3.5 - 5/5.5 - 10/10.5mm; in ECO version with paper of 120 g in all formats and Premium version, only with 3 mm, laminateded with 230 g card, which increases the sturdiness of the panel while maintaining its characteristics of lightness and workability.

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These products are also distinguished by their superior environmental sustainability. “Laminil”, explained Schellino, “is a non-toxic material that doesn’t release toxic gases into the environment when it burns, and in fact contributes to power generation in waste-to-energy plants. It is a material that is produced with a patented system, which doesn’t use glues and is therefore free from CFCs or HCFCs. But our focus on the environment does not end here, and it’s no surprise that our motto is “inspiring through innovation” with attention continuously paid to customers’ needs.

We are working on a revolutionary environmentally-friendly solution for the digital printing and packaging market, a project that will be presented after summer. We are developing this project with Engico of Lissone, manufacturers of printers with waterbased ink, and the final product with Salco Spa of Treviso, transformers in the paper packaging and printing sectors.

Isonova today manufactures mainly for the Italian market with some longstanding customers in Europe, but it has already begun a process of expansion, taking on specialised staff in Europe and pursuing a series of partnerships with customers and other suppliers in the trade fair promotion sector. It is also competing at the Fespa Awards, presenting a similar display to the one shown at Viscom 2016.

INFORMATION SHEET Specialisation: materials in sheets, temporary displays, etc.

Facility: 16,000 m Manufacturing capacity: 4 extruders producing 10 tons a day; lamination 25,000 m2 a day Contacs www.laminil.com” - vendite@isonova.it LAMINIlL is on Twitter ISONOVA is on Linkedin

PRODUCERS

FRONTERETRO, DIGITAL TECHNOLOGY FOR BOTH PERMANENT AND TEMPORARY DISPLAYS

Michele De Gennaro

FROM PROJECTS DEDICATED TO LARGE RETAIL SPACES TO DISPLAY MATERIALS FOR PREFERRED POSITIONING IN STORE, THE LEVEL OF DESIGN IS ALWAYS OF A HIGH STANDARD “Fronteretro was founded in 1995,” stated Ireneo Lazzari, sole director of the company from Forlì. ‘I sold my screen printing works to devote myself – one of the first at the time to do so - exclusively to the digital world. It was a pioneering decision which, over time, brought rewards: today, with 26 employees and a sound national network of partners for assembly and installation, we are one of the leaders in the sector of display systems and digital printing, and are specialised in all stages, ranging from the design of an individual display to the fitting out of large sales areas.”

The company, which was named after the technology that makes it possible to print both sides of media in a single step, is able to process paper and cardboard, methacrylate, metals and textiles. All the company’s production lines are located in-house and range from printing, transformation and lamination to cutting and assembly.

“Inside our four sheds,” explained Lazzari, “we have machinery for flatbed and roll-to-roll printing, cutting

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Information sheet Specialisation: digital printing, permanent and temporary displays Facility measurements: 4 industrial sheds of 1,400 m2 Manufacturing capacity in 2016 5145 job orders of every complexity Email address www.fronteretro.it

plotters, systems for sublimation printing on textiles, equipment for processing and bending plastic materials, laminators and machinery for paper packaging production for high volume output.”

For some processes, such as die cutting, painting or aluminium oxidation, the company turns to external partners with whom it has, over the years, built a virtuous relationship of collaboration.

“It is also for this reason”, said Lazzari, that we are able to offer a wide array of materials, ranging from paper packaging to metal. It’s no surprise, then, that last year we won our first Diva prize at Viscom in both the permanent and temporary categories with our products made for Dainese and Asics.”

Fronteretro can count among its customers major companies in the sectors of beauty, hair care and hygiene, as well as numerous sports brands such as Asics, New Balance, Mares, Puma and many others. “Another important area we target,” said Lazzari, “is consumer electronics: we work with Vodafone, Microsoft, Bose and Unieuro. We are also moving closer towards working with the automotive sector: we have just concluded an important agreement with Michelin for the production of all visual material – both corporate and promotional – and have just overseen a campaign for the launch of a new motorcycle tyre.”

One of most important recent jobs overseen by Fronteretro was the new layout for the Unieuro store of Bologna, 3,900 square metres of retail outlet, which had its image completely revamped and was inaugurated last December. “In addition to first-level communication, positioned around the perimeter and normally fixed to the walls or above units,” explained Lazzari, “we introduced aerial elements to fill spaces in the store by creating irregular shaped forms made from fabric framed in aluminium structures.

This concept has given the store a new look and greater vibrancy, dynamism and wider ranging appeal. Usually in large stores like this one, anonymous signs are suspended from the ceiling; these aerial elements, instead, have an architectural presence, creating a totally customised look.

For these elements we used the technique of sublimation printing on textiles. The result achieved is truly beautiful and creates a dramatic visual impact, which is further enhanced by the addition of lighting elements and spinning components. We made everything in-house, and from design to installation in store, it all took only 3 months. During the first month we developed the concept, the second was spent awaiting the completion of renovation works and then three weeks for assembly of all the products manufactured.”

This layout was so successful that Unieuro has decided to repeat the improvements in its most important outlets nationwide.

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PRODUCERS

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by Trimline

a new look for your store A NEW TYPE OF “VISUAL MERCHANDISING TO PRINT” THANKS TO A WEB-BASED PLATFORM, WHICH WAS IMMEDIATELY ADOPTED BY THE CALZEDONIA GROUP TO MANAGE ALL POP AND PRINTED MATERIALS IN DIFFERENT LANGUAGES

Conception, design and turnkey outfitting of commercial and display areas, customised furnishings, creation of finishing elements for stores and offices, scene design for events and conference halls, dynamic modular structures made of metal or wood and trade fair stands. This is the offering of Large Format by Trimline, a company that relies on a team of professionals with a wealth of experience in the world of visual communication and large format printing: 35 employees and an extensive inventory of latest generation machines for innovative solutions in a facility of 3,000 m2 located in Istrana, in the province of Treviso.

“Thanks to our machine inventory,” said Mirco Giacomin, partner and commercial director of Large Format, “we are able to print any material, ranging from Forex and plexiglass to cardboard, to produce window panels, showcases and displays.

The know-how we have acquired over the years and the addition of a new digital machine for automatically manufacturing cardboard packaging mean that we are now able to produce customised kits of products for visual communication to send directly to the various stores of our customers, while guaranteeing safe transport, compact proportions and simplicity of extraction and assembly of the materials.

Our core business is consultancy and customised production for large brands in the fashion world and for the mass market, supplying them with all the products necessary for effective and budget-sensitive visual communication: luminous signs, printed panels, permanent and temporary display units made of Forex, plexiglass and cardboard, and window display units made of wood and iron.

We take care of both the external image and internal layout thanks to partnerships with renowned architecture firms such as Ap Studio and Profilo Italia.

These partnerships have helped Large Format to provide a comprehensive service, which includes design as well as turnkey outfitting of stores or display areas.

Our company has been consistently expanding and has set itself some significant goals which include: the reinforcement and expansion of sales networks, currently concentrated in North Italy, which before the end of the present year will be extended to the entire country; the creation of a web-based platform which will make the order forwarding process much simpler and more efficient, and the creation of a network of Large Format “corner points” throughout Italy, entrusted to partners specialised in vi-

sual communication, who will receive technical and commercial training at our headquarters. This latter goal is perhaps our most ambitious and representative project, which, thanks to retail channels, allows us to satisfy the needs of our customers.

The new product we are presenting in this edition of Euroshop is the “Visual Merchandising to Print” solution. This web-based platform was immediately

adopted by the Calzedonia group, an important customer of ours, which manages all POP and printed material in a new, efficient way.

Through this web platform, created in partnership with PowerApp, the process of multilingual material creation can be shared and the entire workflow monitored, including production and distribution in various stores.

INFORMATION SHEET Specialisation: visual solutions and digital printing Facility: 3,000 m2 Manufacturing capacity: production operational over three shifts WEB address: www.largeformatprinting.it

By personalising the platform our customers will be able to reduce realisation times, automatically manage the sending of emails, observe deadlines, reduce the costs of management, give external partners independence and monitor the progress of the order at any moment”.

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2MILA DESIGN SHEETS: appearance, flexibility and safety.

Special design sheets, highly innovative, environmentally friendly, with a great number of personalized textures and patterns, adaptable to any interior solution.

2mila Srl is a well known Lombardy (Italy) Company, active since 1999.

Its standard products are technical Compouds based on technopolymers.

Since 2015 it owns the Xvalue® Compounds brand. In 2016 has launched on the international market a new range of flat sheets called “Xvalue® Design Sheets”.

“These new extruded sheets are called Xvalue® Design Sheets – explains Mr. Giancarlo Ceccolini, the Company owner – because they are offered to our customers with a large variety of surface finishing and colour-textures able to reproduce traditional materials such as wood and marble.

They are based on PMMA, PC, PC UL94 VO and PS. This new product family has a particular affinity with Design and Safety but also with the environment.

These are the key elements at the basis of the whole Xvalue® Design Sheets offer”.

The objective of this new 2Mila Srl proposal is to offer to the market innovative polymeric products fully recyclable to allow professionals, specialists of Architectural Design and installers, to match the traditional flexibility provided by plastic materials with an outstanding surface finishing, without renouncing to safety.

“Safety – says Ceccolini – is a particularly important characteristic for those applications that work in public environments. The Xvalue® Design Sheets range of products include also sheets made out of Self Extinguishing Polycarbonate in UL94 V0 class, starting from 1.6mm thickness”. Last but not least, with its offer 2Mila srl aims to preserve Nature. Designer and Professional Installers can count on a large variety of alternative surface patterns able to copy in detail any traditional material such as Marble, Bamboo, Briar and Cork.

“The attention for the environmental impact – ends Mr. Ceccolini – is a priority for our Company. All our Xvalue® Design Sheets are recyclable. This means they can be fully recovered at the end of their working life. At the end of the life of the application. After being shredded and re-compounded, the polymers can be sent back into industrial productions in granulate form and converted in new parts through injection moulding technology”.

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Company activity:

Compounds and Design Sheet production, Technopolymers trading.

Annual volumes: >10.000 ton/y Address: 2Mila Srl

Piazza Santa Maria Nascente, 3 20060 Pozzuolo Martesana (Mi)- Italy

Phone: +39.02.39449567 info@2milasrl.it – www.2milasrl.

SUPERCLOU,

the anti-theft device that communicates.

Over time, it became clear it could be used for other products beyond eyewear. So, it was then adapted for use in other categories, for example watches, bags, mobile phones etc.

This patented solution protects products from shoplifting while allowing the customer to touch and try out items Superclou is the brainchild of Ferruccio Bonato, the CEO of Superclou, who has many years’ experience in the optics industry. He developed the system to meet needs he identified in some of his shops, namely to protect glasses from shoplifting while simultaneously enabling customers to try on the eyewear in complete freedom, without having to ask a shop assistant for help. This led to the creation of this patented anti-theft system, tied to the product in a way that allows the customer to “handle” the item, hence preserving the impulse to buy while preventing the risk of theft.

Some of the most important hypermarket brands in the mass market in Italy, such as Auchan, Carrefour, Panorama, FinIper, Conad and Ipercoop, have used this system.

The two-unit device has a thin, extremely resistant silicon wire that is retractable up to 1.5m [4.9 feet], with an adjustable noose and sensor on one end, to attach to the product on display. If the wire is cut or the noose is expanded or cut, an alarm will be triggered. In addition to the noose system, Superclou offers an electronic adhesive tab with a microchip (also patented) to pair with the wire system, thus creating a double layer of protection for products on sale.

Every device operates independently and is self-powered by a lithium battery. This means its installation requires no work on a store’s electrical circuits.

The system can be concealed in shop fittings with the wire coming out of a slit. Or one can use a base called Condor, to mount on a shelf, which in turn can be transformed into a customisable mini-display. Or the system can be installed inside columns and totems.

So, Superclou is a perfect accessory for integrating with POS communication materials. The company has supplied the system for 150 corners in the mass market for Ipercoop, Finiper, Auchan, Carrefour, Conad Leclerc, Panorama and in Computer Discount stores and Autogrill outlets. At last year’s international optical fair, Luxottica chose this system to protect the Oakley eyewear displayed on its stand.

www.superclou.it

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MASS MARKET

by Sergio Monsorno*

The importance IN THE of POP BRAND

By Sergio Monsorno (*) Once upon a time, there was the end of the year… But this is not a fairy tale about New Year’s Eve festivities. Quite the reverse, it has nothing to do with either fairy stories or festivities. Rather, it is a reflection on the harsh reality of contractual negotiations between the brand industry and the chains in the Italian mass market. These transactions are increasingly bitter. On the one hand, the brand industry fights to the last cent to obtain the best contractual conditions for promotional and physical spaces, on and off the shelves. On the other hand, there is the mass market, which resists suppliers’ demands to measure the return on their trade marketing investment, working instead to obtain additional resources in the form of discounts with no connection to actual terms and conditions.

This is the age-old story of the perennial negotiating battle between the two contractual power

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blocks in modern retailing. Stacked up on one side are the purchasing centres, super- and hyper-market chains and retailers that are more or less organised. They are up against suppliers of fast moving consumer goods in food and nonfood, category leaders, followers and contractors of various sizes.

Caught in the middle of this ongoing commercial battleground are the consumers. They wander around blithely unaware of what happens behind the battle lines, ignorant of processes and tensions that led to a simple floor-stand for chocolate bars being placed in the first aisle, or why a facing display of gummy sweets is positioned in front of checkout number four.

However, maybe this is all for the best. After all, just imagine what a disaster it would be if customers learnt how much their favourite brands actually invest in trade-spending. At the very least they would ask if all this money could be saved, or spent to cut prices, instead of feeding a diatribe about the costs of a promotional plan for a picture-packed flyer, or

INDUSTRY-MASS MARKET CONTRACT BATTLE

paying for shelf space for a new product (the so-called listing fee).

They would be up in arms against everyone – the brand industry and the retailers - because they cannot fathom out who is actually to blame. You try explaining that given the Italian market is inextricably founded on promotional ups-anddowns, the best way to achieve business simplification, and thus offer every-day-low prices, is a supply chain strategy that is now even being used by the discounters, who once considered themselves “pure” and immune from the mass market’s competitive logic.

Nonetheless, everyone knows times change. And when a seven-year economic crisis has

blurred the competitive boundaries between different, previously marginal distribution formulas, then even Lidl starts to entice customers in Italy, telling them “non cambiare stile di vita, cambia supermercato” (“Don’t change your lifestyle, change your supermarket”). To be honest I cannot remember when the discounters started posting their flyers in consumers’ letterboxes, but I don’t think it was that long ago.

The ups-and-downs of New Year As I was saying, the “new year” is nothing more than the name for the simplest, unconditional discounts suppliers offer their clients. It is basically a comfortable x-percent, usually calculated on the value of

sales generated in a contractual year, which recognises a potential of sales achieved, or perhaps a sellin target that has been reached. In fact, the end of year represents one of the two extremes in the negotiating continuum between buyers and sellers who discuss spending on trade marketing.

Buyers dream of an ideal world of business deals where the only contractual item is a huge, end-of-year discount that encompasses all other items. This also enables them to trace back this single mega discount to the purchase cost on the invoices for individual products over the entire year, hence avoiding becoming ensnared in the net of anti-predatory pricing laws.

Something like: dear supplier, give me your money, I know best how to use it to sell your product, but don’t complain if you see some of it also

spent on a bit of advertising for my private label!

An ideal world for sellers on the suppliers’ side is the total opposite. This is a parallel universe where every cent is allocated for spending on a specific distribution marketing exercise. So a cut-price promotion here, a floor stand for two weeks there, a corner with hostesses during the weekend over there, a nice end-cap gondola unit today, a shelf highlight with various teasers, crowners and shelf-stoppers tomorrow, and so on. These are actual descriptions from the contracts of a very few brand companies, two or three at the most.

They are the only ones in Italy with sufficient contractual influence to impose deals on the mass market that foresee the disbursement of resources strictly bound to every kind of marketing and sales consid-

eration. All the other suppliers are engaged in the daily battle to agree a position on the abovementioned continuum that is satisfactory for both sides.

It’s just like the film Upside Down, where the twinned worlds of “above” and “below” have gravities pulling in opposite directions and their citizens live in two strictly segregated societies even though they are in close contact with each other. So, buyers and sellers draw closer together, they brush up against each other, they engage in duels without being able to see the other’s perspective.

Buyers and category sellers unite!

You may ask why start to develop a shared view on marketing tools?

Because it has massive implications.

Not so much for cutting negotiating times, which have become embar-

rassingly long in Italy, though this would already make the supply chain system more efficient. Rather, it would enable everyone to be better at the work they all have to do, which is to sell more.

Eleven years at Esselunga taught me that a retailer only has one main task to do once it has decided to put a product on the shelves: sell it to the maximum of its potential, without reservations.

The real benefit of manufacturers and distributors sharing common retail marketing principles is because POP materials, promotional initiatives and sell-out incentives in general are all part of a larger set of tools. And they can boost one of the crucial elements for marketing a mass consumption product: the in-store presence. If this aspect is well managed - together with brand awareness and a specific marketing mix aligned to the supplier’s prod-

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MASS MARKET

uct strategy – it not only coherently strengthens the overall positioning of the product, it also makes the assortment even more efficient for the distributor.

It is a big mistake to mix reasoning linked to pure business negotiations with subject matter relating to marketing, like visibility tools and direct marketing incentives. It pollutes the business reasoning, weakens the negotiations on both sides and sub-optimises the use of distributive marketing tools. The latter should be deployed in a specific and coherent way for each product and customer target, without undue business-related influences and restraints.

A few years ago, the companies belonging to Centromarca [the Italian Association for the Brand Industry] took the trouble to count the number of significant marketing terms and conditions stipulated in their contracts with the mass market. If I remember correctly, they came up with 72. I can personally arrive at a tally of more than 100 different services available to stimulate sell-out and guarantee a good in-store presence. Obviously, there’s no lack of creativity and we can say there’s the right POP material and the appropriate promotion for every taste and need. To be honest, what’s missing is the ability to manage the two levels of confrontation between the brand industry and the mass market entirely distinctly and separately, perhaps even through different autonomous interlocutors, to enable each to operate better in both fields. On the one hand, negotiating

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fiercely over the terms for prices and services as best suits the two counterparts who must reach an agreement. On the other hand, both sitting on the same side of the table to study, plan and implement the best tools to increase the return on investment in the promotional and physical space.

In the unfortunately rare cases when I realised the abovementioned situation had occurred, I noted the presence of well-qualified professional staff, with the appropriate powers to manage the issue in question. The progressive specialisation in trade marketing operations and the concentration of investments in them necessitate qualified staff, especially in the trade as it is now. These people should not only be experts in space allocation or category management, they should also be genuine instore presence specialists, enabling consumers to have concrete experiences of the product, making their shopping trip memorable.

Decathlon - which is not really part of the mass market - recently chose to innovate the customer experience for visitors.

It tested a revolutionary layout where every category of product on sale has a fully equipped exhibition space next to it, where people can try out items for themselves. So, a customer can test a mountain bike over a mini-track with various kinds of obstacles, a new tennis racket on an indoor court and so on. While acknowledging the obvious differences, I am sure this concept could work for food retailers too.

If we look ahead to what we think will happen in a few years’ time, it is perfectly valid to ask what will make the difference between the shopping experience at a physical, mass market store and buying from a virtual shop run by any old e-commerce brand. Perhaps the answer lies in the phrase “experience of the product (or category)”. POP materials and all that contributes to the creation of set designs for sales, for example, could play an interesting part in this concept. At that point, it will be even more important for a collaborative and informed dialogue between

the brand industry and the mass market. This will ensure an optimal and synergetic use of tools to generate visibility as well as for field marketing, which will still strike a chord with the consumer. Maybe we should start right away. (*) CEO of C2C Close To Consumer, a GiGroup Company.

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PRODUCERS

Window in a window

Barnaba Barattieri

DURAFRAME®

WINDOW DRESSERS IN THE RETAIL WORLD FREQUENTLY USE THIS ANTI-GLARE TRANSPARENT FRAME TO DISPLAY INFORMATION IN A PROFESSIONAL WAY. THE FRAME IS IDENTICAL ON BOTH SIDES AND THE NEW VERSION IS APPLIED WITHOUT ANY ADHESIVE. Duraframe combines speed, easy replacement of inserts, versatility of use together with quality and ease of application – in fact there is no need for an installation kit.

tracts attention to the insert within the frame. The patented base has a magnetically sealed front panel, which, when lifted, enables inserts to be replaced quickly and easily.

The product guarantees a professional, tidy look that actively at-

This is why Duraframe’s doubledsided frames are so popular with

many visual merchandisers and retailers, who use them both for communication purposes and to display information within stores.

Managing Director of Durable Italia, Alfredo Bonazzola, explains more, “The insert within the Duraframe is held firmly in place thanks to a magnetic frame positioned on the border of the two transparent surfaces.

Once closed, it creates a hermetic seal”. This patented system makes the qualitative difference in terms of functionality and convenience.

“In the smaller formats”, continues Bonazzola, “adhesive is applied to the entire surface of the transparent backing. While for the poster-size formats, it is only along the edges of the surface, making it easier to remove in the future”. While Du-

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ALFREDO BONAZZOLA, MANAGING DIRECTOR OF DURABLE ITALIA raframe can be attached to any kind of material, its ideal use is on transparent surfaces so visuals and two-sided posters can be seen from both sides.

different colours, black and metallic silver, and various sizes, from A4 to 70 x 100 cm, A1, A2, A3 and 50x70 cm. Since it is a self-adhesive display frame, it is re-useable and is ideal for displayingadverts and information on shop windows, windscreens and car windows.

The company profile Created in Iserlohn, Germany in 1921, over the years DURABLE Hunke & Jochheim GmbH & Co. KG became known as a pioneer in the development of office products, aiming to create functional solutions from innovative design. Its current catalogue covers around 1,500 items, divided into merchandising categories: filing and organisation, name badges and badge holders, desk organisation, visual communication, PC cleaning products and adhesive products.

It launches more than 60 new items every year, so much so that more than 25% of the company’s business is generated from articles that are less than five years old. The majority of its products come from manufacturing plants in Germany, plus one in Poland and one in Holland.

“The international mentality of a global player”, concludes Bonazzola, “has led us to expand our bases into various foreign markets: Italy, Holland, Belgium, Sweden, France, Austria, Britain and the USA. We also have representation offices in Russia and Poland”.

The company guarantees a presence in the rest of the world through partnerships with importers and distributors. It has a total of 700 employees.

DURAFRAME® SUN, new in 2017 Duraframe SUN attaches to glass surfaces without adhesive, by applying it onto the window. It is suitable for windows exposed to direct sunlight and is resistant to temperatures of up to 70°c. It can also be used on smooth plastic surfaces. The magnetic closure on the front panel ensures material is held in place firmly and means the replacement of inserts is quick and simple.

Can be displayed in both vertical and horizontal formats, with two

INFORMATION SHEET Specialisation: manufacturers of office products and shop fitting solutions Factories: Germany, Poland and Holland Production capacity: 1,500 items in the catalogue, warehouse with immediate availability Website: www.durable.it Italian headquarters: Dervio (LC) info@durable.it

SHOP IN SHOP

Marco Oltrona Visconti

Perfumery display trends

IN DECEMBER, THE FRENCH GROUP LAGARDERE PRESENTED A NEW CONCEPT OF AELIA DUTY FREE SHOP, WHICH OPENED IN THE FRONT BUILDING OF TERMINAL 3 OF FIUMICINO AIRPORT, AND COVERS AN AREA OF 1,800 M2, INSIDE THE 10,000 M2 OF THE EXTRA-SCHENGEN BOARDING AREA KNOWN AS MOLO E (PIER E). APPROXIMATELY 700 M2 OF THIS AREA ARE DEVOTED TO THE PERFUMERY SECTION IN THE STORE. THE LAYOUT OF THIS AREA IS DIVIDED INTO 3 MAIN SECTIONS: FRAGRANCE AREA (450 M2), MAKE-UP AREA (180 M2) AND SKIN CARE AREA (70 M2). OVERALL SOME THIRTY INTERNATIONAL BRANDS WORKED TOGETHER TO FIT OUT THE SPACE, PROVIDING CUSTOMISED DISPLAY STRUCTURES: CORNER WALLS, UNITS AND SHOP IN SHOPS. ANOTHER SEVENTY BRANDS, INSTEAD, DISPLAY THEIR PRODUCTS IN DISPLAY UNITS PROVIDED

BY LAGARDERE. THROUGHOUT THE WORLD SOME 300 SPACES OF THIS TYPE ARE PRESENT IN THE TRAVEL RETAIL SECTOR (AIRPORTS) AND RELATIONS BETWEEN THE DUTY-FREE SHOPS AND THE INDIVIDUAL BRANDS ARE MANAGED DIRECTLY BY THE HEADQUARTERS OF LAGARDERE IN PARIS. OVER THE NEXT FEW PAGES, WE FEATURE A MEDLEY OF PHOTOS OF THE SPACE SITUATED IN ITALY’S CAPITAL. .

FRAGRANCE

MAKE-UP

SKIN CARE

2017

F R O M

R A W

M A T E R I A L

Are you a manufacturer/supplier handling raw materials and compounds?

Are you a transformer/designer in the retail industry?

Are you a marketing professional in manufacturing and/or distribution?

T O

I M A G I N A R Y

Access a new business model for making prototype display furnishings and ďŹ ttings with your materials.

Access a new business model to showcase your prototypes and valorise your projects.

Access a new business model to discover innovative display solutions.

Do you want to take part in the Elementaria Exhibition 2017?

For information: Marco Oltrona Visconti marco@tinteunite.it - mobile: +39 340 3142015 Work is due to start by May 2017