Report 2009
Report 2009 Now in its third edition, this Report provides an overview of the most significant work carried out during the year. It also offers some insight into design culture and its evolution, with its search for new forms of expression, both to assist product design and for communication operations. In both cases, and quite independently from the particular commodity sector involved, it always aims to help companies seize new opportunities as they are offered by the market.
Enjoy the read! Susanna Brugnoli and Marcello Cutino
BCF and the concept of evolution. What most of the works carried out in 2009 have in common is the concept of Corporate Evolution – a process forced upon us by the economic and social changes we are facing. Here BCF brings to bear its experience and organisation to assist companies in what is often referred to as “change”, but that we prefer to call “evolution”. In other words, rapid adaptation of the particular characteristics of a firm to an ever-changing world. BCF’s visions are where these issues are confronted. The aim is to assess the ability of the company to react and to ensure the most effective form of interaction with the market. This approach means that BCF works in synergy with its client, becoming a strategic tool to help turn its potential to the best possible advantage. This approach is a combination of three concepts: innovation, redesign, and integration. Innovation: the drive towards research through critical interpretation of reality, which allows us to decipher the possible directions of future evolution. Redesign: viewed not in restrictive terms, but rather as a method for tackling new expectations with the instruments and supports that come from a combination of experience and innovative proposals. Integration: as a philosophy that comes from the evolution of technology and conventions, and that allows every element to interact not only with its peers but also, by beating down physical and language barriers, with all other elements in the system, overcoming the concept of linearity and making the experience of complex interaction an everyday occurrence. These factors thus become the main lines along which the evolutionary progress of the company interacts with the creativity, experience, and systems offered by BCF.
The grid of BCF services: a formula for managing complexity Complexity is a matter that companies are obliged to deal with in all their activities. In order to obtain appreciable results in individual projects – whether they are communication plans or product launches – it is essential to include all the relational aspects that the projects themselves involve. This means that it is essential to understand how the project interacts with many factors in the enterprise itself and with its direct and indirect targets. Even though they are subject to infinite variables that depend on the individual projects, the grid illustrates the activities that BCF works on. Having this all-embracing vision allows the company to assess the projects in their relational environment and to identify critical aspects and come up with the best solutions. And it is here that BCF’s experience and design culture comes in, for as well as suggesting the most appropriate solutions, it also creates the best conditions for expanding the client’s competitive edge.
The enigmas that 2009 brought with it led to fascinating professional challenges in the form of new purchasing patterns and constantly changing scenarios. One of the most rewarding aspects for companies in this situation was that of innovation. BCF increased its own “vision” activities, with multidisciplinary projects that aimed to provide different perspectives in order to tackle unprecedented situations. GLEM PROGETTI developed a new project in 2009 with the opening of its first showrooms and the completion of its product range. This was widely appreciated by experts in the field and by the leading journals in the sector. MONETA introduced its new Ceramica-coated pans: this is an perfect example of product innovation being rewarded by the market, for it greatly boosted the Moneta brand in the top-of-the-range kitchen utensils sector. BCF’s significant experience with LOGIUDICE FORNI offered a clear example of how vision can be applied to highly specialised sectors such as that of professional bread-making, introducing innovative values that are able to capture the attention of complex markets like that of China. Also in the field of design, FALMEC showed its first hood with the BCF label and, in terms of corporate communication, BCF tackled the problems inherent in the design and management of shopping malls, accompanying ITALIANA CENTRI COMMERCIALI on a project that was complex in terms of both its content and the segmentation of its target audiences. The encounter with the world of art was indeed interesting, with two small but significant design operations: for MART in Rovereto and for ASTUNI, the renowned art gallery in Bologna. These two projects gave BCF an opportunity to interact with a world in which creativity appears in its most authentic forms.
CONSULTING SERVICES 2009
CLIENT
Glem Gas Creating the Glem Progetti vision through consultancy and design - product strategy - product design - art direction for product image - multimedia product presentation - assistance and development strategy for the initiative
The Glem Gas vision
In this second year of development, Glem Progetti has put even greater emphasis on its unique characteristics, introducing a new culture of cuisine through its innovative household appliances and accessories. The production and presentation of the catalogue were the first step towards the homes of its admirers. The first showrooms, such as those in Melbourne and Jakarta, were opened: the first centres of a culinary heritage – that of Italy – which is appreciated around the world for its ability to reshape its own traditions.
vision
New stars for the rites of hospitality
The worktop for Origine Previewed at the international Abitare il Tempo fair, this is the evolution of the Origine range, which started with the innovative Monofuoco in 2008. The top was studied as an “accessory” that would make the preparations required for cooking a dish both pleasant and practical. The kitchen centre is round – an unusual shape in this sector – and it has the look of a grand table. The round top, which is both unusual and attractive, shows how Origine appliances can be inserted with great versatility, and they have been designed to be placed at different work levels.
Ponte The Glem Progetti Inox kitchen centre presents Ponte, a solution that has all the accessories, such as taps and extra levels, placed in the structure itself, freeing up the kitchen worktop entirely.
CLIENT
Moneta 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 and website design - design of exhibition spaces - packaging design - assistance and development strategy for the initiative
The Moneta Vision The introduction of the new “Ceramica� coating technology helped give the historic Moneta brand a new image, which is that of innovation. The overall vision that has accompanied the success of the brand is based on a quiet revolution in its approach to the market. In terms of instruments, this has come in the form of new design for the products and exciting communication through packaging, trade-fair stands and in all that is below the line.
vision
New trends, classic style
Ceramica 01 Ceramica_01 was a trailblazer for Moneta’s new line. A truly concrete, important, and innovative product, in which elements such as the handle and choice of colours had huge impact on the perception of a product that is new, though also reassuring and solid. Neutral design, celebrating the authenticity that is always part of a successful product.
Moneta and Ceramica. Record breakers.
The first in Italy to import Ceramica technology, Moneta took up the challenge of communicating a product that was unknown to the general public. It was a complex operation, involving every sector in BCF’s entire organisation. Strategy, creativity, and technology formed the mix that led Moneta to achieve its ambitious objectives.
CLIENT
Logiudice Forni Consultancy and design operations for the creation of a vision for “Tribe� - trend report and study of decorative themes - product design and architecture - design support for the display - multimedia project for presentation to the sales force - assistance and development strategy for the initiative
A Vision for Logiudice Forni
Also highly specialised sectors like that of professional bread-making increasingly have their eyes on “form�. Partners such as chain stores and a focus on workplaces are bringing the world of design and that of professional equipment together. Reliable, solid, and functional machines, but with harmonious lines to ensure perfect integration in bakeries. The Premium programme was set up to respond to the challenge that Logiudice Forni is taking on in its new, expanding markets.
vision
Logiudice Forni and the Premium series.
“Premium� ovens With their striking lines and dynamic volumes, Premium ovens stand out from the rest. Their futuristic design introduces a new order in the bakery, inspired by elegance and harmony.
Premium means communicating a new product philosophy Premium cannot be communicated like some run-of-the-mill product, but needs to use the language of design that created it. Precision and emotion are the key elements of the stand, conveying the full innovative potential of this line.
CLIENT
Galleria Enrico Astuni PROJECT
Interior design OPERATION
Kitchen design
An international name in the world of art, Galleria Enrico Astuni presented an outstanding, brand-new gallery in 2009, which also contains a kitchen that was created for use by the artists. The kitchen is an instrument for a holistic sensorial experience, where artists can complete their artistic performances with gastronomic imagination, creating the most unforgettable exhibition openings. BCF brought its experience to bear in creating a perfect setting where art, taste, and conviviality all come together.
Consulting services
The artists’ kitchen
CLIENT
ICC PROJECT
Internal and external communication strategy OPERATION
Global advisory services
In tackling the complex issues involved in the development of its sector, ICC – Italiana Centri Commerciali is a leading name in the redesign of second-generation shopping malls. BCF is working with ICC on the complex process of communication to its various targets, and on the processes of consultancy, planning, and project management.
Consulting services
Strategic redesign
CLIENT
Revello PROJECT
Communication strategy and Corporate Image OPERATION
Global advisory services
Revello is the second player in Italy in terms of the supply of materials, equipment, and products for the world of dentistry. In recent years, this sector has witnessed unprecedented cultural and technological advances, calling for significant changes in terms of company strategy and communication. Through the concept of circularity, BCF has interpreted the market positioning of Revello, which involves accompanying the professional along the road to success with the supply of cutting-edge products and equipment, as well as specialised training.
Consulting services
The focus of attention
CLIENT
FALMEC PROJECT
The Stealth hood OPERATION
Product design
Fresh aspirations
Consulting services
Stealth enters the world of kitchen hoods with an emphatic design, faceted volumes and a luminous play of shapes – making it the ideal fitting for a essential, future-oriented kitchen.
CLIENT
Roca PROJECT
Home Beach bath tub OPERATION
Product design
A beach in the home
Consulting services
The search for a new dimension of spa well-being has led to Home Beach, a spa system that combines the traditional seated position with a generously sized “foreshore� where one can lie down and be soothed by water.
CLIENT
Verona Porta Sud SpA PROJECT
Redevelopment of a former paper mill OPERATION
Communication project
Verona Porta Sud is one of the most important territorial redevelopment projects at the international level in terms of design quality, size, and strategic approach to the city. BCF has devised the project for communication and relations with its many stakeholders: the general public, the public administration, investors, and the media.
Consulting services
Verona Porta Sud
CLIENT
Mart PROJECT
The “Six-Legged Dog” exhibition OPERATION
Multimedia facilities
BCF helped create dynamic slogans for the MART exhibition devoted to ENI, the most important energy group in Italy. A small project, but highly absorbing: in terms of both the history of communication it dealt with, and its interaction with this prestigious principal.
Consulting services
“The Six-Legged Dog”
CLIENT
Alluflon PROJECT
2009 Collection OPERATION
Product definition
Summer-Winter Collection
Consulting services
It would be rather belittling to call them “decoration”: the Alluflon line has been enhanced with little gems to be put on show. Taste rules supreme in the kitchen.
CLIENT
Ferremi Leonino PROJECT
The Dandy handle OPERATION
Product design
Dandy
Consulting services
A new handle with a slightly retro, slightly provocative feel about it, and one with a name that well conveys the light, classical elegance of this furnishing accessory.
INITIATIVES
Firmly convinced of the value of research, BCF has continued its work to explore niche culture, which is at the heart of its competitive edge. In 2009 Contrappunto explored new forms of interaction with producers and commercial partners, and the Nel Regno del Gusto association worked on the creation of projects linked to the world of cuisine. This final digression examines the patents taken out and the small publishing activity with which we attempt to capture the key moments of our work.
Contrappunto provides an opportunity for new markets interested in Italian design In 2009 it continued its research with the study and development of prototypes in the footwear sector, and the first items to go into production were launched onto the market. The Contrappunto site was updated with new information and chapters, and the first small exhibition of products was set up at BCF headquarters.
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. Nel Regno del Gusto concentrated on working with BCF’s design activities. The invaluable evidence that emerged was carefully analysed and provided solutions for projects such as “Ceramica” for Moneta and the Origine pan for Glem Progetti. A precious contribution was made for the creation of the Moneta cookbook.
www.nelregnodelgusto.it
patents Patents are evidence of BCF’s drive towards innovation. Patents are where the countless ideas that come up every year in the Studio come to a head. The data speak for themselves: there have been 27 in a variety of sectors since 2000. In 2009, a new patent for the kitchen-sink sector was registered.
AN2009A000013 Kitchen sink and built-in deck appliances with ring insertion.
AN2009A000013
POSTCARDS
Ceramica01 Moneta Aquapiano Glem Progetti Premium oven Logiudice Forni
BOOKLETS
hese booklets tell the story of the most significant projects, with information about research activities. Inspiration in Kitchen Design Monofuoco origine
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.
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