Report 2013
2013 Report We have now reached the seventh edition of our Report, a meeting place where we illustrate our most important projects, this time those of 2013. The topics once again show our ability to take on different sectors, but also to work with our clients to develop visions. These expand every year to include new projects, generating what we call the drive towards innovation. This drive towards innovation is a state of mind – and it is one in which each new project we create leads to responses on which we then build the future. Enjoy the read! Susanna Brugnoli and Marcello Cutino
From Design to Vision
The relationship between Design and Vision A relationship between the centre and surrounding space, in which the one influences the other, and vice versa. On a number of occasions, we have talked about the value of vision as an instrument for imagining the future of a company and also for measuring it: here it is interesting to examine the relationship and the close interaction between design and vision. Our experience has shown us that design – in this case “design” in the sense of a “project” that leads to a product – is to vision what the centre is to the space around it. Each influences the other. Let us take an example: at the centre we have the design of a product like Monetavera, a pan with a design that conveys an idea of technological development and functional performance for the young. In this case, for the product to be effective and to reach its target, it needs a whole series of communication tools and presentations that are closely linked to the original concept behind the product. This means that the vision is no longer just a matter of design, image and communication, but rather a approach to design which, from the inception of the idea for the product, already contains all the elements which will later be expressed in the form of the product, in its image and in the way it is communicated. As we see it, vision is a sort of space that revolves around the germinal concept, in which all the actions are performed and shaped by drawing on the particular characteristics created by the idea. If the latter evolves over time, these changes will again influence all that is around it. The two-way relationship between design and vision is thus extremely close, and as strong and intimate as the instruments that now accompany the product and establish it on the market, whether through social media, specialised sites or interactive communication. Through these rapid, powerful communication tools, the product is now influenced on a daily basis by the effect its vision has on its target: being aware of this and knowing how to manage it has become essential for developing the new conceptual values which are brought about by constant dialogue between the product and its public. BCF is evolving its methodological approach in order to bring about professional advances that go beyond expertise in both design and concepts, in order to arrive at a vision which constantly responds to innovation.
The Case of Roca Bathtubs The recent market launch of the Waikiki bath, which was designed by BCF for Roca in 2013, led to a number of ideas about this product, the importance of which goes beyond the actual project and illustrates a story that is indeed unlike any other. So, here’s the story: the Waikiki bathtub is the latest in a long line of designs created by BCF for Roca over the past 25 years. The world has changed enormously during this past quarter of a century and the bathtubs we have designed tell the story of people and of society during a period in which technological and social progress has made previously unimaginably rapid strides. But while the design of these bathtubs over the years reflects changes in society, it is also the success story of a company, Roca, which in the late eighties began to expand out of its homeland, Spain, to become the world’s largest company in the field of bathroom products. During this time, the bathtub has evolved and changed its significance, as has its role within the home, but even though things have moved forward we continue to think of it as the princess of interior design and an object that conveys an intimate pleasure – the sensual, unique joy of a hot bath in one’s own home. Here we see some photos of the bathtubs we have designed, illustrating the history of this unusual and highly rewarding professional experience.
2013 PROJECTS
2013 saw the continued development of a vision that has been in place for some years now. Here we recall both its ongoing evolution for Moneta, with the launch in 2013 of the Monetavera, a pan specially designed for a new generation of young, creative consumers. We also look at Ponsi, which has developed a vision of its own in an international setting, and Isabella Frasca, which has continued to study its sources of inspiration for the design of its furniture accessories. A new vision has also begun to take shape with Berndes, the renowned German brand of die-cast cookware. We should also like to mention the presentation of Gommus Lab, a research laboratory linked to the world of rubber soles, for which BCF has presented the results of its five-year research. Lastly, our product design also includes that of the Waikiki bath for Roca and the toaster oven for Bimar, two products that, with their new lines, have given a new look to their sectors.
CLIENT
Gommus ScpA Consultancy and design operations to develop the Gommus vision - trend analysis and research for the development of product concepts - product design - art director of Gommus Lab - website design and creation - assistance and development strategy for the vision
The Vision for Gommus Gommus Lab
Gommus Lab is the research project conducted by BCF for Gommus. It is a continuous work in progress for the famous Italian company specialised in the production of rubber soles and a supplier of the top brands of fashion footwear in Italy and around the world. Gommus Lab comprises a number of new concepts for rubber soles for use in both summer and winter. Some of these concepts have led to highly successful products, such as the Hovercraft line, and others, like Trafori and Total Mould, which have pioneered stylistic trends. Gommus Lab works on two fronts for Gommus: the first is to promote research into new concepts for soles and thus to find innovative product solutions, and the second is to strengthen the bond between Gommus and its customers in a proactive way, by moving from being just a supplier to becoming a partner in the development of new products.
Centina 2 research
analysis of the flexibility of the sole
Centina 2 and Corviglia are two cases of research into new soles. These studies have led to two types of innovative footwear: one for leisure wear, the other with a decidedly sporty feel.
Centina 2 Centina 2 takes its name from the Italian word for the rib of a ship’s hull, creating a sole with a whole new level of flexibility. Centina 2 also extends the flexibility of the sole to the upper, giving the shoe a new functional characteristic as well as a unique new look. Centina 2 has been transformed by Gommus into a new range of shoe soles called “Total Mould”. http://goo.gl/U6gcuZ
Corviglia Corviglia is the name of a project to create a system of sports soles for mountain footwear. Here the sole is applied to the shoe and is fitted with hooks so that special soles (for ice, rough terrain, crampons, etc.) can be applied, thus making it possible to use the shoe in a variety of situations. The aim of this research is not just to meet the technical requirements of a sports shoe but also to make it truly versatile. The name is a tribute to the brand that Gommus uses for its St. Moritz sports soles, for Corviglia is one of the resort’s most famous ski runs.
Gommus LAB: The Website What is the best way to make known the research work that Gommus is constantly conducting with its customers, together with BCF? Clearly a mini site within the Gommus website. And thus we have Gommus Lab, which works on the idea of progress through research right from its home page. The image chosen is significant, for it shows an athlete running. A number of buttons can be pressed to access the individual studies, with descriptions of the concept and its subsequent transformation into prototypes, experiences and visions. Gommus Lab is a story in the making, where visitors can discover new horizons in the world of footwear.
CLIENT
Moneta Consultancy and design operations to develop the Moneta vision - preliminary analysis and research into marketing themes - product design - strategy and design of communication tools - study and creation of media supports - website design and creation - design of exhibition spaces - packaging design - assistance and development strategy for the vision
The Vision for Moneta Monetavera
For Moneta, 2013 saw the launch of Monetavera, a product that represents the new frontier of technology and performance in the field of ceramic pans. Monetavera comes with a clearly defined vision: a young, affordable, high-performance product, with a transgressive look. It appeals to young people whose approach to cooking is one of curiosity, creativity and necessity. This explains the philosophy of the project, which has involved both product design and communication in a single vision.
The Design of Monetavera The design of Monetavera communicates transgression and irony with a touch of retro, a perfect mix that appeals to its target of young people. The shape of the handle recalls that of an old iron pan, with a hole for hanging, a coloured ring that makes it stand out and the name written large to assert its personality. Together with the choice of colours, these features make it an instantly recognisable product and one that is immediately endearing.
Monetavera Communication: an authentic manifesto of values made by young people for young people. Like the design, the communication too is aimed at young people and, to make it credible, it was created by young people. This led to a play of colours that identify its characteristics: a communication full of rhythm, in which the values of a choice become almost like a rap dance in which, instead of lyrics, manifestos are read out in rapid succession, filled with sound. This communication was shown at the launch of Monetavera at Macef, where video walls showed young people, life-size, expressing their passion for the new Monetavera.
http://goo.gl/UaM9v9
CLIENT
Berndes Consultancy and design operations to develop the Berndes vision - preliminary analysis and research into design themes - product design - strategy and design of communication tools - study and creation of media supports - packaging design - assistance and development strategy for the vision
Vision for Berndes
The Design of New Balance Berndes is a famous German manufacturer of die-cast pans with a long tradition. BCF created the design for the new collection of New Balance pans: a series of die-cast pans with a base that can also be used for induction cooking. The design of these pans fully reflects the traditional values of a German product, with extreme discipline in its lines and in the perception of quality in the details. The result is a collection that combines steel components with regular, ergonomic shapes, and the overall image of the product is one of extreme care and quality coupled with excellent performance.
Images and communication illustrate and convey the values of the Berndes brand The images and communication of New Balance, also by BCF, are an example of how to convey the values of a brand like Berndes in a consistent manner. This again shows how design can suggest the type of communication to be used, and vice versa. This two-way interaction can become a force for increasingly asserting the brand.
CLIENT
Isabella Frasca Consultancy and design operations to develop the Isabella Frasca vision - preliminary analysis and research into design themes - product design - study and creation of media supports - website design and creation
Vision for Isabella Frasca
Aesthetic sensations in furniture details After the Isabella Frasca brand was presented last year (2012 BCF Report), it has further developed its line of accessories for the furniture industry. BCF has created two new product lines, which again adopt the theme of emotional design, in this case taking inspiration from nature: the Riccio (“sea urchin”) and Sole (“sun”) collections.
The Sole Collection The Sole line of accessories is freely inspired by the rays of the sun: the golden colour of the brass and the modulation of the circular surface give it almost baroque overtones. These accessories are perfect for furniture solutions designed to rediscover the lines and harmonies of the past.
http://goo.gl/ITVQ2N
The Riccio Collection This collection is inspired by the shapes of the sea urchin, one of the finest examples of elegance and harmony in nature: the spikes are arranged on the shell in a way that respects the “golden ratio� This ceramic line has made it possible to adopt a variety of colours inspired by the world of nature. These accessories respond to a growing desire for a style of furniture made with materials and designs that respect and are inspired by nature.
http://goo.gl/nWcQb6
CLIENTE
Bimar Consultancy and design operations to develop the Bimar vision - preliminary analysis and research into design themes - product design - study and creation of media supports
The Vision for Bimar Prontoforno by Bimar
Bimar is a major Italian manufacturer of small household appliances. The look of its objects is considerably influenced by a style that can be considered as of oriental inspiration. The design of Prontoforno, however, is an example of an Italian design inspired by a style that was fashionable in the fifties and sixties. The result is an object that stands out and conveys a particular attention to detail, expressing both elegance and robustness.
The Design of Prontoforno The design of Prontoforno revolves around a play of quadrangular shapes enhanced by an original tubular handle, which is taken up in the knobs and emphasised by the contours of the glass. When the oven is seen from the front, the square ring of the handle intersects with that of the lines of the glass, creating a play on perspective that gives the unit its character. Beautifully finished knobs turn the whole unit into a picture of perfection.
The Prontoforno Video: A Story of Discovery in Design The video made by Eros Mauroner is a perfect example of storytelling through design. The film describes the most significant elements of the product, conveying feelings without the use of words.
http://goo.gl/YHfImG
CLIENT
Ponsi Consultancy and design operations to develop the Ponsi 2013 vision - art direction - product design - study and creation of media supports - strategy and design of communication tools - website design and creation - display-area design
Vision for Ponsi Vision 2013
The vision for Ponsi continued in 2013 along two main lines: the presentation of the latest products at the important ISH international trade fair and the completion of the support tools for sales and communication activities for the Mise en Place project. Springtime was the underlying theme, illustrating the first fruits of Ponsi’s new season. Mise en Place saw the development of both communication in magazines and the creation of a dedicated website for which a special configurator was made.
Springtime There was an air of spring at the Ponsi booth at the ISH international trade fair in Frankfurt. The stand put new products such as Mise en Place and the Luxury line in the international spotlight for the first time, together with a new series of shower fittings and the most recent Rod and Ice tapware collections. A video illustrating the latest items welcomed guests to the booth.
http://goo.gl/zLwUFj
http://goo.gl/mym1tO
Configurator for Mise en Place In 2013 BCF developed a configurator for the innovative Mise en Place system of fixtures and taps for the kitchen. This lets designers and potential users create their own Mise en Place, choosing both the equipment and the location of the sink within the system.
Using 3D displays, the configurator gives a precise idea of the characteristics of the system chosen and simulates multiple solutions so that users can find the one that best suits their needs. The configurator has been created as a strategic element in the vision for the Mise en Place project, as a promotion and marketing tool for the system.
It is also another milestone in the support services that BCF is able to bring to complex projects, which require powerful communication tools in order to achieve their full potential.
Ponsi LAB 4 During ISH, Ponsi unveiled the fourth issue of Ponsi Lab, the magazine that illustrates the brand’s research and communication activities. With art direction, layout and graphics by BCF, the latest issue features articles on the participation of Ponsi in the famous Cambio Casa, Cambio Vita television show, on the new lines of bathroom accessories, on the presentation of the Luxury series and on the Hong Kong showroom. The cover takes up the imagery of Springtime 2013, the featured image for Ponsi in this initial part of the year.
CLIENT
Agorà 01 Consultancy and design operations to develop the vision of “Agorà 01, lo spazio dell’innovazione” - art direction of the project - multimedia support - project and making of the newsletter - display-area design - product design
Vision for Agorà 01 Innovation2
Agorà 01, the network of companies in the furniture sector, for which BCF created the vision in 2012, is expanding its activities by taking part in Interzum in Cologne, the world’s most important trade fair for components for the furniture industry. On this occasion participants in the novel display formula included major international companies, such as Kale in the field of ceramic tiles and DMM for the treatment and processing of steel surfaces. Other Agorà 01 companies were Ponsi with tapware, Fit-Lock with fastenings, Mpiù with upholstery and Acop with wooden doors. These products may appear to have little in common but, when united by the philosophy of Agorà 01, they caught the attention of professional visitors.
The Agorà 01 Space at Interzum: The Way of Innovation The original exhibition concept of Agorà 01 – which only presents new products and allows for interaction between the various partners who share the space – involved a three-way division of the stand into bathroom, kitchen and steel sectors.
http://goo.gl/i7I4RW
Area dedicated to steel, by DMM
Mpi첫 upholstered units
The innovative Kale installation system
Fit-Lock fasteners
Fab kitchen tops
CLIENT
Roca Consultancy and design operations to develop the vision for New Waikiki - preliminary analysis and research into design themes - product design - multimedia support
Vision for Roca
New Waikiki: The New Roca Bathtub BCF once again designs Roca bathtubs and it does so by interpreting the marketing needs of a constantly changing world, which in recent years has seen significant developments in bathroom fittings and functions. The new collection conveys an image that meets the new demands, which make the bathtub the protagonist in areas outside of the traditional bathroom, making them crucial elements in relaxation areas in the home.
New Waikiki: A Play on Square and Circular Lines. The design of the New Waikiki is characterised by its elegance and essentiality. This is brought about by a juxtaposition of square lines on the inside and the circular shape of the outside. The inner square appears to create an impetus that expands the viewer’s perception of the circular perimeter. The design of the bathtub also includes two support surfaces on the inside, which facilitate entry and exit, especially when it is placed at floor level. Once the user is in the bathtub, the interior shelves become two comfortable armrests.
MENTIONS
20 years of Franke Armonia 2013 marks the 20th anniversary of the Armonia sink by Franke. The first stainlesssteel model designed by BCF went into production twenty years ago. Armonia is an authentic bestseller among
kitchen sinks, illustrating the success of the Franke brand. Over 2 million units have been made and it is still in production today. Armonia brought about a revolution in sink design,
introducing an unprecedented degree of elegance and linearity. We wish to commemorate the event with the advertisement that came out at its launch, which made history in kitchen design.
POSTCARDS Buongiorno! Moneta
Il Buon Gusto Veneto In 2013, BCF became a partner to the business network.
Headed by Giancarlo Taglia, Il Buon Gusto Veneto is an initiative designed to promote businesses of true excellence linked to the land of Veneto in the agri-food sector. BCF’s participation in this network, which includes over 50 selected companies, comes from its desire to bring its experience
Mentions 2013 brought a number of articles on BCF projects in magazines and on specialised information portals, particularly as concerns the Mise en Place project and Isabella Frasca interior-decoration accessories.
in the design of kitchen furniture, appliances and utensils to the farming and food sector. Changing lifestyles and a growing passion for cooking among the public have led to increasing interaction between the world of food and cooking and that of cooking implements and furniture.
CLIENT SINCE 1980 COOKING Alluflon household items Moneta household items Berndes household items Faber appliances Falmec appliances Franke appliances Glem Gas appliances Gattoni tapware Ponsi tapware Solaria furniture Scavolini furniture furniture Minotti Cucine Bimar small appliances Soberana sinks
BATHROOM Falerii sanitaryware Roca sanitaryware Bellavista sanitaryware BLB bathtubs sanitaryware Ideal Standard Pool Spa hydromassage tubs furniture components Glass design Ponsi tapware Gattoni tapware Sanitana sanitaryware
FURNITURE Fiam Italia furniture components Frascio handles RDS handles Kleis handles Isabella Frasca accessories Cominfer accessories
Copilegno furniture for large-scale retailing Curver outdoor furniture Dani leather goods Jarden outdoor furniture Lawn Comfort outdoor furniture Marazzi ceramics for interiors
TECHNICAL Ariston Thermo air-conditioning heating Logiudice Forni professional cooking systems Marangoni tyres Intercomp computers Isap disposable products Oba car accessories SPS steel foundries Acciaierie Grigoli steel foundry Fiamm batteries Atlas Filtri water purification filters Brumm small scale car models Chaffoteaux heating and air-conditioning Colorveggia colorants for the ceramics industry Conforti safes Danese door and window frames Esewood door and window frames Fato disposable paper products Forma electrical products Grafiche Seven printing Mancioli Imprese firms for the ceramics industry LiV ON perfumers Lonardi construction Meccanica Generale moulds for plastics Nord Bitumi bitumen membranes Pica bricks Riello heating and air-conditioning
Sime heating and air-conditioning Stampagrafica printing Stefanplast articles in plastic Stunner tyres resistors for the household Thermowatt appliances industry Turri e Boari-Wingamm campers Valdadige Costruzioni construction prefabricated buildings Valdadige Prefabbricati Vimar electrical items
PHARMACEUTICAL Glaxo Smith Kline pharmaceuticals
phytotherapy - Cosmetics Specchiasol phytoderivatives and natural cosmetics
FOOD Ovo Mattino Pastificio Mazzi Campagnola
packaged eggs pasta factory wine
COMPANY SERVICES
Confindustria Verona industry association Andil trade association (bricks) CittĂ del Miele trade association (honey producers) Cueim university Mastra consulting firm
COMMERCIAL ICC real-estate services for large-scale retailing Revello marketing in the dental and beauty sector Art Hair Studio services for the hairdressing sector
Agenzia Girardi fashion agents Bewebcom information technology car dealership BMW Italia commercial information Bubba Informazioni furniture trade Cappelletti Daria Boner jewellery trade DeMegni toy trade distribution and sale FiT Service of spare parts services for plumbing Masterhome and heating installers Pidigi materials for the footwear industry Verona Sud real estate
COMPANY NETWORKS
AgorĂ 01 company network for the furniture industry Il Buon Gusto Veneto company network for promoting the local food sector
UTILITIES AGSM gas supplies and services in Verona
JEWELLERY Bizzotto jewellery Uno a Erre jewellery
PARTNER Sharing our professional approach to give added effectiveness to our work
DESIGN MEDIA RELATION
LEGAL CONSULTING
Marilde Motta - Milano
Studio Fanini - Verona
PATENT CONSULTING
ADMINISTRATIVE CONSULTING
Marbre - Fabriano
Studio Noris - Verona
I.T. CONSULTING
BUSINESS CONSULTING
Proxima Solutions - Verona Real T - Verona
Comes Studio Associati - Vicenza FINANCIAL PARTNERS
PRINTING
Stampa Grafica - Verona PHOTOGRAPHY
Banca Popolare di Verona Banca Veronese Cassa di Risparmio del Veneto Unicredit
Eros Mauroner - Brescia ASSOCIATIONS PROTOTYPES
SB3 - Lecco TOPP - Vicenza
ADI - Milano AIAP - Milano
partner to the business network IL BUON GUSTO VENETO
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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. 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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