immagine e design
Report 2011
Report 2011 The BCF Immagine e Design Report, which presents the most important work carried out by the studio during the course of the year is now in its fifth edition. Five years, against the backdrop of the greatest financial and economic crisis faced by the West, and by Europe in particular. The testimony we have decided to publish here is the best antidote to the crisis and it shows how, in all its various forms, design can become a real solution – one that is able to open up new prospects for companies. Here we see how it inspires that positive spirit which, through new ideas, advances the role of companies not just with regard to the market but also in their own internal structure. Enjoy the read. Susanna Brugnoli e Marcello Cutino
Beyond borders Design is increasingly becoming key to examining the world of the future, and not just in the form of creative research, which tends to anticipate the expectations and aspirations of the market. It can be an authentic training ground for tomorrow. Here the company deals with the instruments through which it expresses itself: its product, its communication and its relationship with the market. This leads to a constructive analysis of its own ability to face the future and respond to the new stimuli that these instruments bring about by interacting with the real world. Adopting its multidisciplinary, multi-sector approach, in 2011 BCF concentrated on examining those aspects that design, in its broadest sense, can permeate in the various aspects of a project. Like the way its “being beyond” influences the relationship between the various activities of the company and the instruments connected to them. From this point of view, design becomes...
Beyond the product:
it is not just a functional instrument for, through its intricate interaction with people, assisted by new technologies and the constant evolution of the culture the product enters, it becomes a projection that goes beyond our way of measuring up to the world around us, and it shows us the reference points that can help us grasp future opportunities.
Beyond space:
redefining the places where new products are first seen, turning passive sales displays into areas where a sensorial experience is coupled with a concept of affinity in terms of both culture and taste. Through this “being beyond”, the space becomes a training ground where one can assess one’s own style and develop it through the new impulses of a holistic experience.
Beyond communication:
especially as a search for new visual forms which, with the idea of “being beyond”, are close and functional to new experiences. The increasingly sophisticated search for a way of expressing oneself that moves towards the future and tells of new experiences in a dialectic that, using new communication techniques for its whirlwind expansion, itself becomes a new way of relating to the world. Beyond the product, beyond space, beyond communication. But not only, for design becomes a means for awakening, in all of us, the tendency to see further, beyond our own confines.
Design and communication: two increasingly intertwined concepts to defend the authentic origin of a product Design is more than anything a cultural force expressed in the form of products and in the determination of what we have referred to as “being beyond”, and yet the need for a form of communication capable of illustrating the true values of design is just as great. In this sense, BCF’s recent experience in developing company newsletters is of particular significance. Their aim is to communicate the value of design in projects developed by BCF, though not only. These little magazines aim to raise awareness in the various readerships about issues concerning design in the company’s products. For those working in the company they become a new way of perceiving the value of their products. For sales networks, they constitute a formidable complement to their sales efforts. Lastly, for the end-user they are an effective loyalty-building instrument, because they make them feel involved in the process of product evolution and in its often intangible value. This means that the end users themselves become ambassadors of those cultural values that make these companies’ products so unique. These newsletters become the key means for stating the values expressed by the design of the product: the origin of the idea, the history of the product itself, and the correct interpretation of its position in the stylistic currents of the market. These are values that definitively map out the chromosomes in the birth of a product. Making them public and talking about them establishes their originality and uniqueness. In a fierce, competitive market which has lost all respect, tracing the origin of one’s products is becoming increasingly important. Creating these values and making them known means developing and maturing the brand and giving it added value.
2011 Projects
2011 was profoundly affected by the continuing economic crisis hitting the West, and Europe in particular. This led to companies adopting approaches that tended to be prudent, and at times overly conservative. There is a wish to offer products and services that respond to a mid-range market which is increasingly flattening out, and in which a new degree of sensitivity to issues such as ecofriendliness, simplicity and pure efficiency is arising. The foreign market, however, with increasingly prominent emerging countries, is tending more towards products with the allure of the “Made in Italy” label, which still embodies the quintessentially Italian ability to combine crafts culture with technological innovation. With their style and their history, Italian products are the stars of a new international luxury market. In 2011 BCF built on its experience with visions as an integrated approach to project design. This took it into some very diverse sectors: from the world of retreaded tyres (examples of new purchase policies, with an eye on efficiency and environmental awareness) to that of tapware and bathroom fittings. For BCF, 2011 was also the year when it was awarded the honourable mention of the Compasso d’Oro for Monofuoco Origine and selection by ADI INDEX for the Rotor oven designed for Logiudice Forni – two important honours that bear witness to its untiring commitment to research and innovation.
CLIENT
Marangoni SpA Consultancy and design operations for the development of the vision for Marangoni SpA - communication strategy - art direction of the project - project of the tyre sidewall - distinctive image and product concepts - coordination of the various communication tools
Vision for Marangoni SpA
The vision created by BCF for Marangoni Tyre’s Marix is an authentic challenge in the sector of remoulded tyres for commercial transport. A challenge that aims to transform this type of product from just a cheap alternative of no great value and, using the new technologies in which Marangoni is a world leader, to give it the status of an advanced product, comparable to new tyres but at the same time closer to the new purchase approaches being adopted in the professional sector, which prefer efficient, safe products with less impact on the environment.
vision
Marix, the new-breed retreaded tyre
Design according to Marix The logo and design of the side of the Marix Retread Performance tyre express the power and modernity of this product. The hatched base of the logo represents the original structure of the tyre, while the part above expresses the new life that regenerates it.
The power of numbers The “power of numbers” is the communication created to present the remoulded Marix tyre. It is the expression of a choice that is worth it from every point of view, from price to performance, through to safety. In the visual, the numbers are as though bowled over by the performance of the product in a furious assault of a market traced out by new development models. The “power of numbers” becomes the declaration of a position of leadership objectively conquered in highly competitive market.
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
The vision for Moneta The image of the Moneta stand at the international Macef home show in 2011 expresses to perfection the work that BCF has done for this important brand. The giant screen conveys the messages of a brand that is already the market leader and that intends to stay that way. And it will do so by constantly renewing and updating its own values in order to become increasingly not just a brand of pans but a key name in the culture of Italian cooking. This was the setting for the presentation of two new product lines, and new initiatives for the sales network involving trade-ins and the presentation of Moneta Magazine, an instrument created to increase qualitative interaction with customers.
vision
Moneta takes front stage
Symphony: harmony brewing The new collection of Moneta pans expresses the search for new elegance on the cooker. A design that focuses on the match between the ivory colour of the ceramic, which is taken up in the handles and knob, and the original lilac-coloured body of the pan. A design that makes these cooking implements a sophisticated combination of forms, details and colours.
Class: classic gets a makeover This series by Moneta renews the image of its pans, while maintaining the classic look of the collection. Black in colour, handles with vigorous lines and the use of a thermochromic ring that shows the ideal temperature for best use of the pan, all characterise the design of Class.
Moneta Ecovantaggi: a new dialogue with its sales network and consumers. The Moneta Ecovantaggi project is part of the company’s new market approach to encourage the renewal of kitchen implements, and pans in particular, through controlled replacement. Old pans are collected by associations that manage recycling channels for the various components to ensure that the materials are fully reused in a manner that fully respects the environment.
Moneta Magazine, discovering the world and style of Moneta. A brand is not just a product: it is culture, tradition, style, people and, especially, aspirations. Moneta Magazine is all this, for not only does it illustrate how products are created but it anticipates them. A magazine that lets its readers in on how the company is close to them and how it can be proactive by involving them. Moneta Magazine is a dialogue between the brand and its admirers, dealing with tomorrow’s market with verve, in a dynamic, conscious manner. The first two issues were published in 2011, arousing enormous interest and illustrating many aspects of the world of Moneta.
CLIENT
Glass Design Consultancy and design operations to develop a vision for the Optic product - product design and architecture - design support for the display - concept and creation of a multimedia presentation - art direction - patent consulting
Vision for Glass Design The vision created by BCF for Glass Design took shape in the proposal of Optica, a new product concept. Optica represents a quantum leap in interior-design fittings. It goes beyond its functional characteristics and is no longer just form and material: it is emotion. Glass Design is known throughout the world for its research and for its sophisticated range of design basins made with precious materials such as crystal and blown glass, and using rare technologies for casting and moulding metals and acrylics. The Optica project joins this world, representing tradition in rejuvenated form.
vision
Optica colour re-flexions
Optica is the discovery of the fourth dimension: emotion Optica goes beyond functionality and style and enters the sphere of the emotions. Taking us on a journey through colour, light, and reflections to delight the eyes. Concentric lines of luminous tones trace out the dimensions of a constantly expanding space: the lens-washbasin becomes a telescope through which to observe this ever-changing play of light. Optica interacts with the space around it, with optical illusion taking it beyond the movement of its surface.
The design of Optica as a tribute to Op Art. The design of Optica is a clear tribute to Op Art, the artistic current of the early 1960s that revolved around research into optical illusion and our perception of space. The current proved to be fundamental for the later definition of all those multimedia graphic forms that have come to dominate our visual world. This was the setting for the design of Optica, the archetype of a new interpretation of the concept of the boundary, in its most physical sense, between the product and the space around it. A powerful message, necessarily taken up also in the communication.
CLIENT
Ponsi Consultancy and design operations to develop the vision for “The Way to Innovation�. - Art direction of the project - multimedia support - newsletter concept and development - booth personalisation
The Ponsi vision
Of all the companies that produce tapware in Italy, Ponsi is certainly one of the most historic and noble. The vision shared with BCF in 2011 concentrated on a series of innovative products – those that had the greatest difficulty in linking back to the long tradition that characterises the image and experience of Ponsi. The communication project thus involved a number of different means of interaction with customers, introducing the Ponsi “way to innovation” as a sort of bridge that is taking yesterday’s Ponsi to that of the future. This project involved the entire company staff and in just a few months registered some significant signs of approval and renewed trust in the brand on the market.
vision
The way to innovation as a bridge between tradition and innovation
Products that go to the heart To make a product credible it is necessary to go to its heart – to the spirit that created it – in the search for the deeper reasons that led to its style. This premise is the key to understanding and interpreting the style of communication for Ponsi’s new products.
The Ponsi “Way to Innovation� is not just a newsletter but evidence of new energy to galvanise the market The Way to Innovation is now a newsletter with which Ponsi aims to involve customers in the new directions the company is embarking on, with new interpretations of the market, and the discovery of new products and new ways of interacting with the market. By doing so, it is building the market of tomorrow, involving new and long-standing customers in the constantly evolving project that Ponsi is creating. These ways to innovation are a promise for the future.
CLIENT
Alluflon PROJECT
Set of pans OPERATION
Product design
The Alluflon collection now has three new series of pans, all with young, exciting designs. The shapes and details of the two-tone handles, which match the colour of the pan, have given a new image and commercial popularity to Alluflon, a brand that is distributed in the leading chains of department stores in Italy.
Consulting services
Alluflon Maitre, Gourmet and Superbe – the new series of Alluflon pans
CLIENT
Dani PROJECT
61st Anniversary event OPERATION
Concept and organisation of the event
BCF worked with Dani, a leading company in processing leather, on the organisation of the event for the sixtieth+1 of its incorporation. This was an important opportunity to share its corporate style with its clients and fans, and to get a glimpse of its future directions.
Consulting services
Sixty + 1
CLIENT
AHS PROJECT
Personal Book OPERATION
Concept research and visual
A new edition of the Personal Book for AHS, the cooperative of hair stylists linked to the prestigious Wella brand. BCF devised and edited this precious instrument, which introduces the latest fashion trends, keeping members up to date and constantly informed.
Consulting services
Art Hair Studios
CLIENT
Gommus PROJECT
Rubber sole project OPERATION
Product concept and design
For many years BCF has been studying new product concepts for Gommus company, specialised in the production of rubber soles. An authentic partnership which each year involves the development of a number of product-innovation projects, like “Ghiaccio” – literally “Ice” – soles for use on frozen ground, as we see in this picture.
Consulting services
Ghiaccio: the sole for running shoes in sub-zero conditions
CLIENT
Lonardi S.p.A. PROJECT
Trademark and logo for the centenary OPERATION
Design of the logo and art direction for the application
A century of construction
Consulting services
To celebrate its centenary, the Lonardi construction company launched a series of initiatives to communicate this important achievement. The logo studied by BCF for this notable event captured the spirit of the company, as a star on the city skyline.
CLIENT
Confindustria Verona PROJECT
66th General Assembly OPERATION
Design of the trademark, logo and communication instruments
BCF created the global communication project for the 66th General Assembly of Confindustria Verona. The underlying theme was the increasingly important relationship between people and businesses, with people using their creativity to indicate new directions for companies. In its light graphic touch, the image conveys the spirit of this promise and its commitment.
Consulting services
People and businesses: energy for development
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 2011 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 2011, Contrappunto concentrated on the study of an emotional theme in Dina, a sort decorative language that acts as a base for interactive applications for new types of product.
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. 2011 saw the continuation of the work to accompany the design of cooking implements for Moneta with the publication of Cook Book 2, the second in a collection of books with recipes for Moneta pans. This year the stars were vegetables.
www.nelregnodelgusto.it
Honours 2011 was an important year for BCF, thanks in parts to two prestigious honours: an Honourable Mention at the Compasso d’Oro for the Monofuoco Origine project and the ADI Design Index for the Premium oven design for Logiudice Forni. The Compasso d’Oro has always been one of the most important design awards in the world and it is extremely selective: of the over 2000 products nominated in three years, only 77 are chosen for the honourable mention.
POSTCARDS Epos Franke Marix Marangoni Bside Alluflon
BOOKLETS hese booklets tell the story of the most significant projects, with information about research activities. The Optica project.
Mentions As well as the customary work with Ambiente Cucina magazine, Marcello Cutino also took part as a speaker in the influential Meet Design initiative promoted by RCS, presenting the history of design in Franke. For the 50th Anniversary of the incorporation of Scavolini, Skira Editrice published a volume with the history and philosophy of this illustrious brand. Marcello Cutino was named in this publication as the creator of the recent Tribe collection.
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q29_04-12 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 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. Over the past ten years BCF has received many international awards for product design. The lastest of these is an Honourable Mention for the 2011 Compasso d’Oro.
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