Report 2010
2010 Report This edition of the BCF Report, which illustrates some of the most important projects of the year, is of particular significance, for in 2010 BCF celebrated its first 30 years of activity. This is a major achievement and it reflects many important changes in society, in the environment, and in the ventures of which we have been a part during the three decades astride the two centuries. It is thus the perfect opportunity for a brief reflection on the role of design, image, and communication, and on the way they evolve. Susanna Brugnoli e Marcello Cutino
BCF and Design: From Individual Place to Indistinct Permeable World The concept of design is increasingly part of an indistinct, permeable world. While industrial design, visuals, interiors, and other sectors once belonged to particular areas of professional expertise, new design technologies and the overcoming of physical barriers have allowed them to interact more freely with each other. We thus no longer find ourselves dealing with just one particular aspect of a project but rather adopting a global approach, in which design is a distinctive element of the relationships between all the various aspects of the project. This is a radical change, and it makes design the cultural hub around which all the various activities of business revolve. Management and development of this dimension is now essential for introducing a form of added value that, even more than economic, must primarily be cultural. BCF design in 2010 was guided by three main principles: Globality With its values and its methods of application, a global approach to design is becoming increasingly pervasive and universal. Permeability The permeability of design is brought about by its openness to all forms of expression: technological advances are leading to as yet unexplored applications and thus opening up space, objects, and communication to new lines of development. Interaction As an expression of cultural values, design is becoming a template and guide for all project activities and for business development. These principles show how design is striving to surpass all limits – a sort of Stargate that opens up the dimension of the future.
Thirtieth Anniversary: An Opportunity for Reflection. Thirty years straddling the twentieth and twenty-first centuries: as never before it appears clear that the beating of a butterfly’s wings can cause a hurricane on the other side of the planet. More than change, it is its amazing acceleration that means we must constantly revise business criteria for development and expression. Over the past three decades, BCF has shown how it is always ready to respond to new challenges, bringing to bear its intuition, the constant refinement of its skills, and its sensitivity in detecting even the faintest signals of future change. A critical analysis of the world and a future-oriented approach have always allowed us to detect new areas of growth. Over the past thirty years, BCF has always been a dependable guide for companies along the road to creativity and innovation. And this approach has always been met with favour by those top-of-the-range companies that for over twenty years have never ceased to work with us, creating their own corporate style in the most strategic sense of the term. This brief illustrated overview of the most significant projects and products of these years records a constantly evolving professional process that has brought to the world an authentic element of Italian design and a constant desire to take up new challenges.
2010 PROJECTS
2010 was a year in which the ongoing economic crisis swept through the entire Western world. In view of this economic situation, many companies prudently and understandably restricted their investments in the development of new projects. The more daring companies, however – those that had set their sights on innovation – were now able to reap the rewards of their commitment to the defence and promotion of their distinctive cultural values, which are of strategic importance in global competition. In this scenario, BCF concentrated on the concept of vision, working with its clients on the complex issues involved in interpreting the needs of its stakeholders, and coming up with the most powerful and effective solutions. BCF also offers its consultancy services for the creation of products and instruments that interpret the strategies already perfected by its clients. All this has led to many satisfactions. Amongst many others, there was the inclusion of BCF as one of the protagonists of the 2009ADI Index, the selection of candidates for the prestigious Compasso d’Oro design award. This was thanks to Monofuoco Origine, designed for Glem Progetti and an icon of a new philosophy of cooking and hospitality.
CLIENT
Marangoni Tyre Consultancy and design operations for the development of the vision for Marangoni Tyre - communication strategy - art direction of the project - concept visual - distinctive image and product concepts - coordination of the various communication tools
In search of character
The value of the vision created by BCF for the launch of the M-Power tyre goes beyond the presentation of the individual product and becomes the beginning of a dialogue between the company and its customers. This is based on the dynamic, passionate, self-confident image of the most authentic Italian character. It is with this legacy that Marangoni Tyre faces its market of big competitors.
vision
Vision for Marangoni Tyre
The precise choice This is the claim that sums up the characteristics and accompanies the presentation of a high-performance product. Marangoni illustrates its product through the personal testimony of four international drivers. The special packaging takes customer straight into the story, while the “logbook� interacts with the driver, making them a part of the story behind the product and the potential it offers.
Dynamism, passion, competitiveness An image that illustrates the values of Marangoni Tyre. Through the emotion of speed and competition, the image involves the reader, calling to mind the world of which Marangoni is a leader, with its history and products. M-Power is just the first chapter in a long story.
CLIENT
Alluflon Consultancy and design operations to develop the Moneta vision - analysis, strategy, and creation of the personality of the logo - study and personalisation of the products - communication strategy and creation of instruments - multimedia presentation support and website design - design of exhibition spaces - packaging design - assistance and development strategy for the initiative
Vision for Moneta Moneta has managed to take maximum advantage of the strategy of innovation by being the first in Italy to produce a ceramic coating for cooking pans. BCF has accompanied its long-standing client by designing the new Maxima and Total White series and assisting in their launch with the nationwide “The Secret Ingredient� campaign. These two operations reveal the evolution of the Moneta brand, which is now one of the leading names in Italian manufacturing.
vision
The evolution of success
Maxima: the maximum from Moneta Maxima is the maximum expression of Moneta style. These pans, of stunning elegance and restraint, are complete with accessories in die-cast steel with a silicone finish to ensure safe and easy use. Maxima introduces two forms of innovation: the internal Moneta Ceramica速 coating and the external finish, which is also in ceramic but with a special textural finish that makes it particularly attractive in terms of looks and feel.
TOTAL WHITE: the enchantment of white Elegance is restraint and restraint elegant. Elegance is spontaneous and natural, shunning all ostentation and artifice. It avoids all garish, gaudy colours, and adores the colours of nature and “non-colours� such as white. This is the essence of the Total White collection: essential and clean, created for an everyday life of understated choices and gestures that define and interpret. Its purity is enhanced by steel, and the Moneta CeramicaŽ coating is a guarantee of quality, while also ensuring ease of use and maintenance. Because elegance too demands ease of use.
Style in Communication: The Secret Ingredient
The new “Secret Ingredient” communication campaign conveys Moneta’s true values: quality, passion, tradition, creativity. All with the “Made in Italy” label. The readers of Cucina Italiana enjoyed it on the opening pages from September to December, discovering the secrets of gastronomic success with Moneta Ceramica®.
CLIENT
Logiudice Forni Consultancy and design operations to develop the vision of the Premium system - product architecture and design - planning and design support for the presentation display - Linea Premium web site design and creation - “Premium Lounge� project and strategy
Vision for Logiudice Forni Unveiled in 2009, when it was hailed as an authentic study case of Italian design in the bakery oven sector, in 2010 the Premium range of multilevel ovens was expanded with the Rotor oven, which introduced an innovative system for bakeries. The continuity of the lines makes the image of these items even stronger and more cohesive. To convey this new dimension of a fully integrated system, BCF designed Premium Lounge, a space for the presentation of Premium products at trade fairs, in an inspirational setting devoted to the creativity and elegance of Italian design.
vision
In the spirit of continuity.
The Premium rotary oven Design creates a new and harmonious structure An innovative design concept launches into futureoriented solutions. A high-impact concept that has become the powerful new benchmark standard for the sector. The modularity of the forms expresses all the elegance and dynamism of Premium. Continuous, infinitely replicable lines convey the advanced technology they contain. Premium is a clear example of how targeted analyses and research into design can convey and augment the value of a business. The concept of a complete line is introduced for the first time, with a look that is similar for both the rotary oven and the deck oven, adopting a totally new approach to both. Dynamic shapes with modular continuity and a futuristic concept. Premium Rotor is both synthesis and quintessence, giving new prestige to the quality and image of bakeries.
Premium Lounge: the space of design Designed and created by BCF, Premium Lounge is the showroom for the Premium series of ovens. The setting is complete with seating and lighting that takes up these symbols of Italian design, which is strongly impressed upon the entire range. Together with a number of publications, the relaxation corner of the lounge contains the Verso un design emozionale booklet, a collection of the most recent products developed by BCF, which embody the spirit of this particular form of design.
CLIENT
Glem Gas PROJECT
Built-in Metropol and Excellence ovens OPERATION
Product design
Excellence and Metropol are the latest-generation ovens from Glem. BCF design appears in the form of meticulously shaped lines with a young feel and a careful study of the finishes and of elements such as handles and knobs to give an alluring image to a product for a general market. With Metropol and Excellence, BCF has added product design to its cooperation with Glem, a world-renowned household appliances manufacturer and the Italian leader in freestanding kitchen units.
Consulting services
Excellence and Metropol
CLIENT
Associazione Arcobaleno PROJECT
Associazione Arcobaleno OPERATION
Communication Campaign
All the staff at BCF have been involved in and thrilled by the campaign for raising awareness about psychic problems, promoted by the Associazione Arcobaleno, which we have supported with professional consultancy and services. With “This is my buddy” as its claim, and “Feel different” as its payoff, the campaign has involved political, institutional, and business leaders as its endorsers. Our sincere thanks go to Mariangela Vantini, the founder and president of Arcobaleno, who has offered us this opportunity, and to the photographer Eros Mauroner, who has been our partner for over 15 years, and who has taken part with the same enthusiasm in the project, creating the touching pictures for the campaign.
Consulting services
“Lui è amico mio” (“This is my buddy”): Associazione Arcobaleno campaign
CLIENT
Gattoni PROJECT
Ramina showerhead OPERATION
Product Design
In 2010 Gattoni presented the prototype of Ramina, the showerhead that completes the range of Rami products. Rami and Ramina are two Gattoni products of great personality, and the result of BCF’s “emotional design”. Based on the concept of organic forms, the showerheads are interpreted like sculptures, becoming branches for the spray of water.
Consulting services
Ramina
CLIENT
Pediatra+ PROJECT
Pediatra+ OPERATION
Communication and visual strategy
It’s always the same: it’s Friday evening and everything’s ready for the weekend, but the kids start showing the first symptoms of the classic children’s little illnesses. From now on, Pediatra Più is at hand – an initiative set up by an enterprising paediatrician to provide medical assistance during the weekend. The image and communication have been created by BCF to give simple, cheerful reassurance that good medical help is there when you need it.
Consulting services
Saturday? Sunday? The paediatrician’s here!
CLIENT
Franke PROJECT
Epos basin OPERATION
Product Design
Epos by Franke, a basin designed and made for northern European markets, is characterised by its precise, elegant shapes, which are enhanced by the lines of the draining board. The long history of cooperation between BCF and Franke is expressed in a design that promotes innovative technical values and the search for timeless style.
Consulting services
Epos
CLIENT
AHS PROJECT
Personal book and customisation kit OPERATION
Concept research and visual
The mission of AHS, the thirty-year cooperative of hairstylists that formed around the prestigious Wella brand, is to keep constant tabs on the changing fashion trends, which are at the heart of training and refresher courses for its members. BCF was asked to introduce innovative concepts into its communication instruments, and this led to the new Personal Book for presenting the latest collections, and a kit of modular, personalisable instruments for furnishing members’ salons. This was an ideal opportunity for BCF to bring its wide range of creative skills to bear.
Consulting services
Art Hair Studio
CLIENT
Roca PROJECT
Jamaica and Waitara baths OPERATION
Product Design
BCF has designed two corner bathtubs for Roca: Waitara and Jamaica, which have now entered the catalogue of the world’s most important company of porcelain bathroom fittings. For years BCF has been working with Roca on the design of bathtubs and these two recent creations complete a large range of products designed by BCF, from interior-design bathtubs to multifunction spa units, for a segment of the market that demands increasingly sophisticated solutions and design.
Consulting services
Vasche ad angolo Waitara e Jamaica
CLIENT
Confindustria Verona PROJECT
Verona 2020 logo and trademark OPERATION
Global communication-tool design
The location for the 65th Assembly of Confindustria Verona required a bold, challenging choice: the hanger of the Valerio Catullo airport in Verona. And the theme of the event, “Verona 2020�, was complex and intricate: that of interpreting signs of discontinuity in order to continue to remain competitive in a globalised world. BCF took part in setting up the event by creating the trademark and logo, and generating a whole series of communication tools for the over 1500 participants, from the invitation all the way through to the end of the event.
Consulting services
Flying high with Confindustria
CLIENT
AGSM PROJECT
2009 sustainability budget OPERATION
Visual concept and integrated design
BCF created the graphic design of the 2009 sustainability budget of AGSM, the prominent territorial multi-utilities company. The presentation of strategies and actions of corporate responsibility towards the community and territory makes the socio-environmental budget a communication tool of prime importance. The graphic image helps bring the public into contact with complex, challenging themes in a simple, refreshing way, reinforcing the perception of a close bond between the company and its stakeholders.
Consulting services
A sign of friendly energy
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 2010 Contrappunto examined and experimented with new materials and textures, while the Nel Regno del Gusto association continued its research into the development of new cooking implements. This final digression examines the small publishing activity with which we attempt to “photograph� the key moments of our work.
Contrappunto: an experimental approach to research, making products with the “Made in Italy� label ever more distinctive. In 2010 Contrappunto focused on research into textures and materials with a programme of experimentation designed to pinpoint those areas of exclusiveness and elegance that typify the finest Italian products. This research is a run-up to the development of new 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. BCF’s work on “Nel Regno del Gusto” concentrated on accompanying the studio’s design activities. The precious pointers that emerged were carefully analysed and they provided solutions for projects such as the new Moneta, Maxima and Total White product lines, as well as for the image of the Alluflon pack, which includes delicious creations and presentations. The blog of the new site saw the addition of new comments and information that put the finger on the latest trends and trivia in an exuberant, highly diversified world.
www.nelregnodelgusto.it
HONOURS In 2010 Monofuoco Origine was officially registered in the 2009 ADI Design Index, the annual collection of the finest design products nominated for the prestigious Compasso d’Oro award. The top honour for Italian design in the world, this is an important acknowledgement of the innovative impact of this product on the international scene. Over the past decade, no fewer than three BCF products have been selected for the international award: the Concept hood for Faber in 2003, the Vortix shower tray for Roca in 2007 and, lastly, the Monofuoco Origine in 2009
POSTCARDS
Tribe Cucine Scavolini Home Beach Roca
BOOKLETS
hese booklets tell the story of the most significant projects, with information about research activities. Notes on Communication (the case of the Alluflon brand)
MENTIONS
BCF was much mentioned in 2010: the video interview with Marcello Cutino by Ambiente Cucina magazine at Eurocucina, the inclusion of BCF as a design partner in Scavolini advertising and, lastly, in conference activities.
Clients since 1980
acciaierie grigoli atlas filtri bellavista bewebcom bizzotto campagnola cappelletti chaffetaux cittĂ cueim curver danese daria boner de megni service forma franke italia franke schweiz smith kline icc ideal standard intercomp marangoni marazzi masterhome mastra mts nordbitumi oba ovomattino pastificio roca sanitana scavolini sime soberana stunner thermowatt turri e boari-wingamm prefabbricati verona sud vimar
agenzia girardi agsm ahs alluflon andil ariston blb bmw italia brumm bubba informazioni del miele colorveggia conforti copilegno esewood faber falerii fato fiam fiamm fit frascio gattoni glem gas grafiche seven glaxo jardin lawn comfort mancioli imprese liv-on meccanica generale minotti cucine moneta mazzi pica pidigi poolspa revello riello solaria sps stampagrafica stefanplast unoaerre valdadigecostruzioni valdadige
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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 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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