immagine e design
Report 2008
Report 2008 The BCF Report offers an opportunity for interaction, with a presentation of some of the most significant work carried out during the course of the year. Reflecting the dynamic nature of our advisory services, it illustrates a design culture that, in its various forms and expressions, is becoming an increasingly strategic aspect for companies geared towards innovation and staying ahead of rapidly changing markets. We hope you enjoy the read, Susanna Brugnoli e Marcello Cutino
BCF. Your partner for innovation Innovation is a decisive element in the evolution of a company, making it possible to create the distinctive features that will be recognised by the market today and that will meet the commercial challenges of tomorrow. BCF offers its own design culture to meet these new challenges, where experience, professionalism, and the quality of work are no longer sufficient on their own, but need a new way of tackling problems, and looking ahead. This is what we refer to as “vision�. The concept of vision is dynamic and constantly evolving: it is the common ground between the studio and the company, where the two interact to tackle the future. Vision is thus a fundamental element and it is absolutely key to determining success. The hardest part is not to be subject to the influence of others, but to channel the energy of the company into an awareness of its own future, prompting new projects, contributions, and assessments in order to encounter the new creators of its own innovation. The four elements that constitute this approach to vision are direction, strategy, intuition, and communication. Direction: this is the path that indicates the objectives to be achieved. It is followed by all those involved, with the support of a guide to ensure that all the various stages of the project, and thus of the vision, are achieved. Strategy: as a fundamental guiding element of the direction chosen, it becomes a critical interpretation and a model for the new information that the vision brings with it. It provides a point of reference for managing the changes that are brought about by the process itself. Intuition: the spirit of innovation, which makes it possible to see beyond. Intuition comes from the experience of people accustomed to dealing with these challenges every day. People who, in the feeblest of signs, can see ways to develop new ideas, new trends, and new needs. Communication: this is the circuit within which the first three elements develop. Always symmetrical and two-directional, with a constant back and forth of listening and expression, in order to understand, intercept, interpret, and share. It constitutes an essential bridge for transforming ideas into innovation, and words into understanding.
BCF People Our principal concern, and the studio’s greatest investment, has for years been that of training our staff. In 2008 a strategic area was set up to assist the various design and operation activities, in order to have constant quality assessment of our work and verification that our objectives are being achieved.
The strategic area of BCF
Understanding and interaction for each individual business. The strategic area, which became fully operational in 2008, works to ensure ideal communication and dialogue with our principals, creating an effective relationship between the principal and its target. In common parlance, the idea of a “strategic area� refers to a series of activities designed to establish and achieve particular objectives. The experience we have built up over the past thirty years has taught us that the success of these operations is closely correlated to our ability to establish common ground with our client, establishing a platform of shared values based on which the creativity and design culture of the studio can interact with the business goals of the company. We view this as a fundamental step, for we are convinced that experience and professionalism are no longer sufficient in themselves, or rather they become recognisable only if they can establish a common code of communication with the client, fully respecting the latter’s culture and history. As a result, the area has focused on the analysis and definition of development programmes, studying the competition, providing constant assistance and verification of results achieved, analysing any possible deviation from the plan, and drawing up new proposals on the basis of the response received.
2008 was a year of extraordinary events, particularly in terms of the unprecedented international financial crisis, which led to a widespread contraction of markets. Here BCF has taken the opportunity to change the traditional attitude of professional consultancy and has introduced a new approach, which may be summed up as that of being a “partner for innovation”. We work alongside our clients, formulating visions that have help them develop and also measure their own potential for innovation. In this report, we are presenting three of our visions: GLEM PROGETTI, with the creation of a new line of household appliances; ALLUFLON, with communication operations for their new brand; and SCAVOLINI, with the creation of the Tribe kitchen, which has led to a new way of interpreting kitchen furnishings. These three projects have aroused great interest in their target markets, confirming what we have long maintained: innovation is an effective strategic lever of development. Even so, we have never ceased to provide more traditional forms of consultancy to companies and organisations. Examples of this can be seen in the creation and variants of the logo for the annual assembly of CONFINDUSTRIA Verona, an event of great appeal, or in the graphics designed for the iron and steel company SPS, in the corporate image created for the new collection of CESARE BIZZOTTO jewellery, in the communication instruments for GLOBO GIOCATTOLI, or in the corporate image of ICC – ITALIANA CENTRI COMMERCIALI. All of them reaffirm the multidisciplinary and multi-sector culture that has always been at the heart of BCF’s values.
CONSULTING SERVICES 2008
CLIENT
Glem Gas Consultancy and design operations for creating the Glem Progetti vision - product strategy - product design - art direction for product image - multimedia product presentation - support for communication - display projects - assistance and development strategy for the initiative
The vision for Glem Gas
The rites of hospitality have new stars
The single-burner Origin and the single-burner Stellare are the result of a patent taken out by BCF in 2007
vision
The vision of emotion in the creation of a new line of household appliances. Not just function, efficiency, and reliability, but a design that adopts a different point of view. Materials, shapes, technology, and a new approach to functions in the kitchen all lead to a universe of objects and appliances that redefine space with a new level of refinement. This new orientation has led to two innovative projects, Origine and Stellare.
The Origine programme It might look like a laid table, but as we come close we find burners and sinks. The Origine programme is given its personality by its materials and shapes, which transform the kitchen into a warm, colourful, and enticing environment. Elements of new ancestral rites.
The Stellare programme The style of a sophisticated and refined kitchen. A series of appliances that, from the preparation of food through to the choice of cooking method, become part of new rites of hospitality. Micro-architectures that form a backdrop for the new functions and settings of life with others.
CLIENT
Alluflon Consultancy and design operations to develop the Alluflon vision - analysis, strategy, and creation of the personality of the logo - design of the new logo - study and personalisation of the products - communication strategy and creation of related instruments - multimedia presentation support and web-site design - design of exhibition spaces - packaging design - assistance and development strategy for the initiative
The vision for Alluflon
Youthful style for a creative world
vision
The Alluflon brand is becoming an interpretation of new trends. The creative and ironic, and at times disrespectful spirit that goes beyond the particular features of the product and to make it an object that enhances a personal style.
Beyond the brand A meticulous strategic approach has laid the bases for the creation of an all-round image. This process has led to a unique style, an attitude, and a philosophy. Alluflon is now a complete, mature brand, with a strong personality capable of moving beyond its own specific area and changing its look in a vast variety of combinations.
The conquest of a lifestyle
In a sophisticated play of changing settings, everything evolves and is transformed, while never losing the intensity of expression of a brand destined to be remain in the mind.
CLIENT
Scavolini Consultancy and design operations to develop a vision for the “Tribe� product - trend report and study of decorative themes - product design and architecture - design support for display - multimedia project for presentation to the sales force - assistance and development strategy for the initiative
The vision for Scavolini
Tribe: a new encounter with Italy’s best loved kitchen.
vision
Tribe is a kitchen that emerges from instinct, in which nature, adventure and design become the distinctive features of a project that creates warm surroundings. The rediscovery of an intriguing environment, to be experienced with passion.
Design created by sensations For Scavolini, the vision of the product is the result of a new approach: sensations are the source of inspiration for both shapes and furnishing. This is what we call “emotional design�. The source image embodies the sensorial intuitions that have been chosen and becomes the heart of the design, which then extends to the entire project.
Tribe: the concept of a setting to be discovered by candlelight Tribe is born out of an emotional approach. It is a kitchen to be revealed bit by bit, by candlelight, in a soft, hushed atmosphere. Tribe shows that it is different, interacting unpredictably with the environment through nuances, signs, and materials. It thus becomes an environmental companion that tells of different stories brought together by the same spirit.
CLIENT
Confindustria Verona PROJECT
Confindustria Assembly OPERATION
Creation of the logo and coordinated image for the event
We transformed the concept of “Human Capital, Competitiveness, and Future�, the theme of the 63rd Assembly of Confindustria Verona, into an image. The dynamic sphere emphasises the central role of the individual, the bearer of values and creativity, within a company.
Consulting services
The dynamic sphere of values
CLIENT
ICC PROJECT
Internal and external communication strategy OPERATION
Global advisory services
We are accompanying Italiana Centri Commerciali, the Italian shopping malls organisation, on an evolutionary path: from a culturally oriented planning centre to a benchmark enterprise for the management of the entire value chain of creating new spaces with a high influx of people.
Consulting services
New strategies for areas with a high influx of people
CLIENT
Globo PROJECT
Internet site OPERATION
Graphic design and art direction of photographic shoots
Toys are by definition filled with expectations, always midway between object and imagination. An interpretation of this combination leads to more appealing and carefully thought-out instruments to astonish and amuse, while respecting strict quality obligations.
Consulting services
Playing to win
CLIENT
SPS PROJECT
External communication OPERATION
A coordinated web, expo, and institutional presentation project
BCF and SPS: multi-year cooperation. The opening of a new iron and steel works is an opportunity to measure up to the expectations of a B2B public, reinforcing a relationship based on trust, forming new relations, promoting company assets to their best advantage, and confirming a commitment to quality and reliability.
Consulting services
Corporate evolution working side by side
CLIENT
Bizzotto PROJECT
External communication OPERATION
Presentation tools for international events
Creativity, taste and experience merge together in the instruments created for the launch of the new collection of Cesare Bizzotto jewels on the international market. The value of a precious and prestigious collection transformed into images and words, to convince, fascinate and captivate.
Consulting services
Golden words
CLIENT
Conforti PROJECT
Booth design OPERATION
Exhibition design and graphic image
An innovative product-service: the ATM for safe-deposit boxes responds to new demands for protection. This is the premise underlying the design of the display project, which is a means of interaction and for the presentation of a new product at an event.
Consulting services
Safety entrance
CLIENT
Gommus PROJECT
Product consulting and naming OPERATION
Product strategy and logo design
Hovercraft, the soul of footwear
Consulting services
The intuition of a concept based on lightness and flexibility, which is becoming the hallmark of a new series of soles using patented technology. Hovercraft has proven itself to be an important partner for the style of future footwear.
CLIENT
Roca PROJECT
Becool bath OPERATION
Product design
The design of the Becool bath comes from the search for a precise idea of comfort. The generously sized handles with leather finish, large cushions, and sweeping lines that embrace the body, all give an idea of a soft, encircling caress. Precious ingredients draw real well-being from a bath.
Consulting services
The shapes of comfort
CLIENT
Moneta PROJECT
Fish pan, roasting pan, PRO griddle OPERATION
Design di prodotto
The design introduces innovative lines, such as the quadrangular shapes of the fish pan and roasting pan, or the integrated handles of the griddle, which give it powerful visual impact. These products have been studied not just for the very highest level of cooking, but also to become shining stars in the world of hospitality.
Consulting services
The new stars of cuisine
CLIENT
RDS PROJECT
Skyline collection of handles OPERATION
Product design and presentation support
21st-century cities boast increasingly daring constructions that rise up to giddy heights, and their design is increasingly characterising modern skylines. And thus a new collection of handles is born, with shapes recalling new horizons.
Consulting services
Skyscraper-like handles
INITIATIVES
BCF’s initiatives have always been tangible proof of its commitment to developing a more wide-ranging design culture, freed from the rigid logic of professional experience. In 2008, a number of initiatives already under way were continued. These include the evolution of Contrappunto and the development of the activities of the “Nel Regno del Gusto” association. Evidence of BCF’s innovatory activities can be seen in the registering of new patents, and in the publication of postcards and albums illustrating the studio’s professional activities.
Contrappunto: opportunities for new markets interested in Italian design 2008 was devoted to preparing for the market launch, with optimisation of the products and the creation of a web site. As Contrappunto enters 2009, it will be encountering its first encounter with the market. An important activity was product research in the footwear sector – a new idea in the area of concept products.
www.contrappunto.it
Nel Regno del Gusto, “The Realm of Taste”, is the association promoted by BCF to bring together cuisine culture studies and to share them with a select and eager public. After the work carried out in 2007, which focused on oil, rice and cheese, the focus has now been on cooperation with Gaia Castellani to put on evenings devoted to the discovery of wine and its secrets. This tasting and training course involved the most important Valpolicella wine cellars. This is another piece in the mosaic of local culture and of its special qualities, which make BCF’s approach to business culture even more meaningful.
www.nelregnodelgusto.it
PATENTS Patents are proof of BCF’s drive towards innovation. Patents are the “decanter” where the countless ideas that come up every year in the studio come to a head. The data speak for themselves: there have been 26 in a variety of sectors since 2000. In 2008, a patent for the kitchen-sink sector was registered.
AN2008A000026 Modular work top with drain
AN2008A000026
POSTCARDS
Pro Moneta griddle, roasting pan and fish pan Roca Becool bath Glem Progetti single-burner Origine
BOOKLETS
hese booklets tell the story of the most significant projects, with information about research activities. Four themes have been covered: Cortexa Corona d’oro Maniglie per grattacieli Pk24
ARTICLES
The column written by Marcello Cutino and published in the Ambiente Cucina magazine. The article examines the search to relate furnishings and the kitchen.
Clients since 1980 acciaierie grigoli andil ariston atlas filtri bellavista informazioni campagnola cappelletti conforti copilegno cueim curver danese falerii fato fiam fiamm fit service forma seven glaxo smith kline icc ideal standard imprese marangoni marazzi masterhome moneta mts nordbitumi oba ovomattino revello riello roca sanitana scavolini stefanplast stunner thermowatt turri costruzioni valdadige prefabbricati zwf
agenzia girardi agsm alluflon bizzotto blb bmw italia brumm bubba chaffetaux cittĂ del miele colorveggia daria boner de megni esewood faber franke frascio gattoni glem gas grafiche intercomp jardin lawn comfort mancioli mastra meccanica generale minotti cucine pastificio mazzi pica pidigi poolspa sime soberana solaria sps stampagrafica e boari-wingamm unoaerre valdadige our history and experience
PARTNER Sharing our professional approach to give added effectiveness to our work
DESIGN MEDIA RELATION
PRINTING
LEGAL CONSULTING
Marilde Motta - Milano
Stampa Grafica - Verona
Studio Fanini - Verona
PATENT CONSULTING
PHOTOGRAPHY
ADMINISTRATIVE CONSULTING
Marbre - Fabriano
Eros Mauroner - Brescia
Studio Noris - Verona
I.T. CONSULTING
PROTOTYPES
BUSINESS CONSULTING
Proxima Solutions - Verona Real T - Verona
SB3 - Lecco TOPP - Vicenza
Comes Studio Associati - Vicenza FINANCIAL PARTNERS
ENGINEERING
U.T.M. - Milano
Banca Popolare di Verona Banca Veronese Cassa di Risparmio del Veneto Unicredit ASSOCIATIONS
ADI - Milano AIAP - Milano
q21_01-09 immagine e design
BCF has been operating since 1980. Since then it has always maintained a unique multidisciplinary and multi-sector approach to its consulting operations. Having built up almost thirty years of experience, BCF has now become one of the few image and design studios to have consolidated a powerful design culture that is capable of offering innovative insight as well as an effective and concise response to business issues and problems.
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