Report 2012
REPORT 2012 Now in its sixth edition, the BCF Report tells the story of the most important projects developed during the course of a year. The countless requests for consultation and the many product sectors involved give us the opportunity to make use of all our multi-sector, multidisciplinary expertise. This publication focuses on design products, while for the latest on our other work, please consult our special image and communication document. It is not without a touch of pride that we mention the nomination for the prestigious ADI Index – for the third year running. Enjoy the read! Susanna Brugnoli and Marcello Cutino
Design: giving a competitive edge in today’s markets BCF’s recent experience in dealing with different themes has heightened the awareness that design is the instrument that gives the competitive edge required for attacking markets. Design is a critical element in the product philosophy required for establishing a solid corporate identity in increasingly vast settings. The distinctive feature of a product is no longer just shape and performance, but rather character and personality, which is inextricably linked to the company’s business culture. This must be backed up by an instant, effective visual identity and it needs to attract broad consent through two-way communication with the company’s many different target sectors. This is an essential task that involves our image and communication departments, which work hand-in-hand with design, or on their own, depending on the client’s needs. Making one’s mark as a company, feeling and showing oneself for what one is, both to the competition and to the market, is a strategic means for acquiring a competitive edge over the medium and long term. It is what allows the brand to grow and become increasingly authoritative, based on its own individual characteristics. This is what is rewarded by the market, which is increasingly in search of exclusive, original stories. Our commitment is thus to understand our clients’ corporate objectives, translating them into stories that are attractive in terms of content, letting them make their mark on the most challenging markets.
Company networks = innovation2 Micro, small and medium-sized enterprises, at once the backbone and shortcoming of the Italian economy, are increasingly adopting company networks as an effective response to the need for promotion, innovation and internationalisation. Even though they are united by a common “enterprise”, these companies maintain – and indeed reinforce – their own individual identities. And this is what makes communication so complex, for it must reconcile different needs while promoting a common project. This type of experience has inspired our creativity, and has led to extremely gratifying results: in this type of operation, design becomes a catalyst and point of reference for presenting projects, communication expresses common factors, such as tangible and intangible values, and image attracts and engages, giving an immediate perception of the common project. To give an example: if a company comes out with something innovative, this can only be measured in its own field, but if it is part of a broader innovation, it acquires exponential impact. This approach opens up a totally new horizon for the potential of design, image and communication, allowing individual companies to enter channels that would otherwise be closed to them.
2012 PROJECTS By “projects” we mean those operations that require a strategic vision, which can interpret the company’s objectives and project them into the future. Marangoni, a sophisticated, complex corporation in the tyres sector, involved us in recreating its own corporate image. We accompanied Moneta, the leading cookware production company, on the path to new successes. Ponsi, the tapware company, entrusted us with the presentation of an innovative product, and we applied emotional design – a key theme for BCF and the source of much acclaim – for Isabella Frasca, a young company that produces handles for furniture. With Agorà 01 we refined the potential of design and communication in company networks.
Marangoni SpA Consultancy and design operations for the development of the Marangoni SpA vision - communication strategy - art direction of the project - video concept - stand design - coordination of the various communication tools
A life-size articulated lorry projected onto a giant screen measuring 18 x 4 metres was the special effect that greeted visitors to the imposing Marangoni stand at Reifen 12, the prestigious exhibition in Essen (Germany), where the most important global groups in the tyres sector all congregate. As well as designing the company’s stand and creating the film, BCF also designed the entire communication strategy, at both corporate and business-unit level, seeing to the internal logistics to ensure that all the activities at the fair were effective and efficient.
vision
Marangoni in Essen
4m 3m 2m 1m 0
The story of the wheel A story of the wheel projected onto the giant screen was the strategy we adopted to present the vast range of Marangoni products, from new and retreaded tyres for various sectors – from commercial transport to cars – through to the giant wheels of dumpers and to those for forklift trucks. The wheel thus took centre stage and, with life-size videos, created intense interaction with the public, who were able to appreciate them “live” at the show. http://goo.gl/hiUBF
Alluflon SpA 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 Moneta project
The Moneta brand celebrated three big events in 2012: Mammola, a series of pans, for which we created a reassuring design, presented for the first time on the market with both ceramic and light nonstick coatings. Then there was the Buongiorno! espresso maker, continuing Moneta’s strategy to create products other than pans but which perfectly express the best in Italian style, in this case in the ritual of making and enjoying coffee. For the “Moneta d’Oro” campaign we approached the delicate theme of internal communications and corporate culture.
vision
Mammola, the Buongiorno! espresso maker and the national “Moneta d’Oro” campaign.
http://goo.gl/sro4E
MAMMOLA: warm and elegant for cooking fine foods Viva la Mamm…ola! The flavours of home, of things well done, of dishes cooked with passion and care. Because when we think of Mamma’s cooking, it is these aromas and sensations that come to mind, and that Moneta has captured in the new Mammola collection, with either CERAMICA_01® coating or WHITECH®, the innovative non-stick surface. With its generously inviting shape, slightly bulging to give it greater capacity with the same diameter, Mammola recalls the warm, round shapes of Italian cooking: round loaves and pumpkins, Parmesan wheels, or the “mammola”, as the globe artichoke is known. Soft and smooth in shape, with the warm colours of the earth, Mammola couples the appeal of tradition with the sophistication of an immediate, modern design, with all the promise of becoming a must in Moneta production.
Buongiorno! The fragrance of design Buongiorno! is a tribute to the great tradition of the Italian ritual of coffee and, in both its function and proportions, it reflects the classic shape of the espresso maker, a product that was first created in the late 1920s, early 1930s, a golden age of artistic creativity that saw the rise of Art Deco. This is a style that has today inspired this exclusive item from Moneta. Its sweeping movement of circular lines followed by resolute edges take the espresso maker back to its original form as a double truncated cone.
http://goo.gl/qMfBL
A TRULY UNIQUE SEASON
http://goo.gl/D5oC0
National Moneta campaign and “Moneta d’Oro” campaign Both the advertising campaign and the competition involved visibility on classic media and on the Web. As well as creating advertising instruments, BCF also prepared the business case for training the sales force. This is a fundamental factor behind the success of a product, and especially of design. A business case needs to convey the values and content of both product and company, as well as providing practical and effective reasons for the sale of the items.
Similarly, Moneta magazines 4-5, for which we created the concept, texts and graphics, transformed the traditional “catalogue” into an engaging publishing project, illustrating the development of the company in terms of innovation and design.
Isabella Frasca Consultancy and design operations to develop the Isabella Frasca 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 systems - web design - design of exhibition spaces - assistance and development strategy for the initiative
Isabella Frasca:
For the development of its 2013 collection of handles, Isabella Frasca chose the BCF Design team, which has been working for over a decade on experimentation in emotional design and which is already a Cominfer partner, from which Isabella Frasca was created. Isabella Frasca is a collection of handles inspired by the idea that details are fundamental elements in the overall expression of the aesthetic feeling of furniture. We have interpreted this by creating a collection dedicated to space and to irony, to a vintage aesthetic and to the world of geometry: Fiammifero, Tenso, Spazio, Spezzata, Linea and Stappo give tangible form to the concept of beauty as a universal value and as one that can convey the importance of the technology behind the product but also the emotions of those who made it.
vision
Aesthetic sensations in furniture details
The names – literally: arch, match, line, split, opener, space – indicate the inspiration behind the various models...
Arco
Linea
Fiammifero
Stappo
Spezzata
Spazio
Isabella Frasca communication: conveying a corporate style through its founder, inspiring readers through story-telling.
Ponsi Consultancy and design operations for the development of the Ponsi 2012 vision - art direction - product design - communication strategy and creation of instruments - multimedia support - project and making of the newsletter - booth design
Ponsi
BCF worked on product design for Ponsi in 2012 with the launch of the revolutionary Mise en Place (MEP) taps and on Swarovski decorations for a number of tap collections. At the same time, the Studio designed the exhibition spaces and developed the activities of Ponsi Lab in the form of two publications and a competition for ideas organised together with the prestigious design magazine Ottagono. The strategy we have adopted for Ponsi is that of asserting product innovation and communication, allowing the company to emerge on international markets and bring about interest in new business areas, such as that of kitchen furnishings, which had never been entered by the Tuscany-based company.
vision
Made in Tuscany makes its mark
“Just as I can lay a table with style and rationality, so can I know organise the kitchen sink with the functions I want.� Marcello Cutino
Mise en Place (MEP) The modular service and tap system for the kitchen. Mise en Place reinvents the very concept of space around the kitchen sink, giving it a brand-new functional and customisable look. This modular service and tap system for the kitchen goes beyond any traditional concept, redefining the space as an area for the preparation of food.
Luxury collection Ponsi taps Ponsi has entered into a prestigious agreement with Swarovski to create tapware for the world of luxury. BCF created the design for the details made with these famous crystals. Turning taps into authentic interior design jewels.
Ponsi LAB 2-3 Ponsi Lab is the instrument that presents Ponsi’s innovation strategies, making the company’s corporate culture known in order to galvanise the market. Two issues were published in 2012. Both concept and graphic layout are by BCF.
Agorà 01 Consultancy and design operations to develop the vision for “Agorà 01 The Space of Innovation” - art direction of the project - multimedia support - project and making of the newsletter - booth personalisation - product design
Agorà 01 Where innovation meets innovation, creating a new fusion of ideas and projects that are capable of giving individual products ever greater creativity and inventiveness: AGORÁ 01, innovation². The encounter between BCF Design and YesTeam – an organisation specialised in consultancy and internationalisation of markets for small enterprises in the furnishing sector – led to AGORÁ 01, a project that brings together, in a single exhibition setting, companies in different production sectors. AGORÁ 01 is a sort of container of ideas that goes beyond the sphere of the individual product to become a global project for innovation. By creating high-quality interrelationships, it creates a context for a number of operations in the bathroom and kitchen furniture sector. This makes for a more rewarding encounter between product and customer – be this a craftsman, an architect, a designer or a company – who can personally try out the use and handling of the product, thus going beyond the object itself and achieving innovation.
vision
Innovation2
The Way to Innovation at Sicam 2012 in Pordenone The stand was a means for unveiling innovation, taking the visitor on two journeys through the details of the various techniques and elements on show, discovering them in simulated bathroom and kitchen settings.
Sei atto
Prodott ventare
Six actors and a director on a unique stage of innovation Products, materials, technologies, and industrial and crafts solutions all come together to inspire the furniture of tomorrow.
ori per uno spazio unico dedicato all’innovazione
ti, materiali, tecnologie, soluzioni industriali e artigianali si incontrano per die spunto di ispirazione per l’arredo di domani
Glem Gas Consultancy and design operations for the development of the Matrix vision - art direction of the project - product design - multimedia support
Glem Gas
Matrix is the new free-standing kitchen from Glem Gas, designed by BCF Design. What makes this product so special is that it represents a new line of design and development in the range of free-standing kitchens from Glem Gas. The beauty of this product is in its linear design, which has been carefully studied to create a young, elegant look, moving away from the hackneyed designs that are so characteristic in this segment of products. Glem Gas, Italian leaders in the free-standing kitchens sector, has launched Matrix to expand its market share even further.
vision
The free-standing Matrix kitchen
http://goo.gl/btjDW
Designs, images and videos BCF saw not only to the design but also to the presentation of Matrix:, with drawings, photographs and videos conveying a message of precision and elegance that is consistent with the new design strategy of Glem Gas.
MENTIONS
Marix: Retreading Performance selected for the ADI Design Index 2012 The retreaded Marix tyre by Marangoni was selected by the ADI Design Index, for which each year a panel of over 100 experts chooses the finest products in Italy. A further honour for BCF, which created its flank design and logo.
POSTCARDS Optica Glass Design Matrix Glem Gas
Albums These albums tell the story of the most significant projects, with information about the research activity. The design of pans Buongiorno! espresso maker Mise en Place
Mentions We have been given many mentions in specialist magazines – particularly for the launch of the Buongiorno! espresso maker and the Mise en Place tap and service system. A number of interviews with Marcello Cutino were published, including those in AC (Articoli Casalinghi), Casastile and Living 24.
Clients since 1980 acciaierie grigoli agenzia filtri bellavista bewebcom bimar bizzotto campagnola cappelletti chaffetaux cittĂ copilegno cueim curver danese dani daria fiam fiamm fit service forma franke italia glem gas grafiche seven glaxo smith kline comfort mancioli imprese liv-on lonardi meccanica generale minotti cucine moneta mazzi pica pidigi poolspa ponsi revello solaria sps stampagrafica stefanplast stunner valdadige costruzioni valdadige prefabbricati
girardi agsm ahs alluflon andil ariston atlas blb bmw italia brumm bubba informazioni del miele colorveggia cominfer conforti boner de megni esewood faber falerii fato franke schweiz frascio gattoni glass design icc ideal standard intercomp jardin lawn marangoni
marazzi
masterhome
mastra
mts nordbitumi oba ovomattino pastificio riello roca sanitana scavolini sime soberana thermowatt turri e boari-wingamm unoaerre verona sud vimar 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
Banca Popolare di Verona Banca Veronese Cassa di Risparmio del Veneto Unicredit ASSOCIATIONS
ADI - Milano AIAP - Milano Associazione Industriali Verona
q33_06-13
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.
BCF srl • Via Ospedaletto 105/c • 37026 Ospedaletto di Pescantina • VR • T. 045/6766948 • info@bcf.it • www.bcf.it